I remember as a kid telling my parents that they needed to fasten their seat belts before we started driving somewhere. I made sure that “buckling up for safety” was not a choice, but a rule, as long as I was in the car. I had to keep reminding them, but eventually, they started to do it without my pestering.
What is most interesting about this memory is that I was driving a behavioral change in my parents. My classmates and I were learning in school how the simple precaution of fastening a seat belt could save lives. And we, in turn, passed this knowledge along to an older generation. Whoever was behind the “Buckle Up For Safety” campaign was clever enough to recognize that a younger generation would drive change throughout the population. Today, marketers are starting to realize that similar change can be pushed forward with social media in general and Hispanic Social Media in particular.
Companies and organizations are starting to identify social media as a touch-point with a digital generation that can drive changes in among its older and less connected network family and friends. And Marketers are also starting to understand how social media lends itself very conveniently to certain inherent cultural characteristics of Hispanics, most notably the tight-knit support group of the family.
Households are larger, they have more children, and they depend more on each other than they do on institutions. I wouldn’t argue that Hispanics love their families more than non-Hispanics, but I would argue that the family plays a larger and more central role in their lives. If organizations are interested in building trust and confidence among Hispanics, they should recognize that messaging should appeal to the welfare of the family unit.
Similar to how schools offered a touch-point for my generation to drive change in our parents’ generation, organizations will better their chances of successful social engagement with Hispanics by appealing authentically and emotionally to the welfare of their families.