Interviewed a small group (individually) of US Hispanics regarding their perspectives on core values, beliefs, labels, characteristics, advertising. Also basic information on use of social media, mobile and Internet. Interviewees included: - Mexican immigrant - 1st generation from El Salvador - 2nd generation Puerto Rican and Mexican

1. U.S. HISPANIC
CULTURAL INSIGHTS
Kristiana Burk
May 20, 2011

2. INTERVIEWEES
Puerto Rico Mexico
Age Range 35-44 Age Range 25-34
Interviewee #1 Interviewee #2
Born in Bronx, 2nd generation Born in Mexico, Immigrant
Computer Networking, Former Military Mother, Spanish Tutor, English Tutor
English, Understands some Spanish by ear Fluent Spanish, English
Is
Mexico
El Salvador
Age Range 25-34
Age Range 18-24
Interviewee #3 Interviewee #4
Born in Texas, 2nd generation
Born in Canada, 1st generation
Director Distance Education, Schools
College Student, Chemistry
English, Understands Spanish but doesn’t
Fluent in English, Spanish, French speak or write it

3. U.S. HISPANICS VS.
OTHER SOCIETIES
Guided Questions Used
What do you think of when you
hear “Hispanic?”
What does “being Hispanic” mean
to you?
How do you think Hispanics differ
from other groups of people?
How do you think others view
Hispanics vs. what you see as
reality?
What differences do you see in U.S.
Hispanics vs. other Latin American
countries?

4. FEEDBACK
“Besides “I am very
language and proud of my
customs we aren’t culture. I like being
“Hispanic is a
really different” it.”
vague, broad
description.”
“There are
“I think of 25 Hispanic
myself as myself; not countries - and I am
whether I am Hispanic one out of 25”
or Latino” “I was never a
label until I came to
this country”

5. INSIGHT #1:
UNIQUENESS
Language that binds them together: Spanish
Come from geographic areas of South America,
Central America, Mexico and Spain
Ties to Spanish history and indigenous peoples
Customs and core values that define the culture
Don’t see themselves as “different” from others - just
another nationality; not a race

6. FEEDBACK
“I feel different as a Hispanic depending on where I
am. In Miami, I feel widely accepted and can be myself.
But in the southern states the Mexican population is
predominant and I am treated very differently. In LA,
TX, AZ I am automatically labeled Latino-Mexican
even though I am 6ft 2 and light-skinned with no
Mexican characteristics and hardly speak Spanish.”

7. INSIGHT #2:
LABELS & IDENTIFICATION
Progression from “my country” (immigrants) to1st
generation as “our culture” and 2nd generation as
“my heritage”
1st and 2nd generations very informed on history and
elements that bind them together as Hispanics even if
not living “Hispanic life” (as they called it)
Acculturation an expected way of life. Proud of
heritage but merge that with their current life in U.S.
in different ways (“I still cook Mexican every day but I
make it healthier and mixed with food here”)

8. FEEDBACK
“My parents and I have a strong tie to our heritage
but we don’t really apply our culture in daily life. At
the time my grandparents were raising my parents in
TX it was discouraged to be proud of your culture,
speak Spanish and other customs. My dad’s teachers
even forced him to be called Charles instead of Carlos.
For that reason, we are aware of our heritage
but we are just typical Americans now as well and
that’s how I raise my kids. It’s hard to tell the
difference anymore.”

9. CORE VALUES & BELIEFS
Guided Questions Used
What are some of your core beliefs?
What are some of your core values?
Where do you think those values
and beliefs originated from?
Do you think any of those are
unique to Hispanics? If so, then how?

10. FEEDBACK
“Relationship “Family first. You
with God or the have to support
church.” “We are very family forever.”
protective of family.
It is our way.”
“Relationships “We were the
are necessary. To be conquered vs. the
and live close to each conquerors”
“Community
other.” is important - to
know and protect
them.”

11. INSIGHT #3
THINGS VALUED
Family is Everything; sometimes if you have to make a
choice between religion and family. It’s usually family.
Spirituality is fundamental
Fostering community & having close relationships
with others is a responsibility
The Grandmother is the matriarch and at the center
of everything; even for 2nd and 3rd generations
The man is the head of the house and provider

12. INSIGHT #4
SEEING A SHIFT OF VALUES
Several comments about how core values shift for
immigrants once they get to US (way they dress,
forget family, loss of tight community, etc.)
Hear a “whisper” of guilt - even from 2nd generations
of not having a deep tie to core values - like not
sharing that with kids, etc. and framing it as “heritage
or not keeping in touch with family”
Relief from one interviewee that he married a
Columbian who pushes him to reconnect with the
church and stay in touch with family

13. FEEDBACK
Interviewee:
“Family is very important. We get the news from our
family back in El Salvador 2-3 times a week from my
aunt. Usually via Skype or phone - mostly telephone.
We are very close to her.”
Interviewer:
“Have you ever met your aunt in person?”
Interviewee:
“No. I’ve never seen her in person - just via Skype.”

14. HABITS, BEHAVIORS &
EXTERNAL MANIFESTATIONS
Guided Questions Used
How would you describe the U.S.
Hispanic culture?
Tell me about some of your daily
habits
What are some of your family’s
habits?
Do you think non-Hispanics do this
too? Are any of these actions
unique to Hispanics in the U.S.?
What are some surface-level
characteristics of U.S. Hispanics?

15. FEEDBACK
“Name changes
“We like to eat.
once you are in US.”
Alot.” “Dress changes
based on moving
from rural to
city.” “We are
“Friendly and laid- social people and
back. Not in a rush, life like cellphones and
is slower.” Internet”
“Lots of fiestas
and community
parties or events.”

16. FEEDBACK
“I see alot of changes once people get to this
country. I don’t know why but the women, they
like to color their hair blonde even though it is dark
black. Or dress provocatively even though they
would not dress that way at home. Or like the
Guatemalans who don’t even use money in their
country or only eat 3 tortillas a day and now eat
McDonald’s. They want to fit in.”
“I think change is good, as long
as it is for the better.”

17. INSIGHT #4
WAY OF LIFE
Lots of family and community gatherings; to eat,
celebrate festivals or religious days
Tend to dress more formally for occasions and going
out
Speaking of spanish in home, English everywhere else
as much as possible
Music a big part of culture
Novellas and Univision the main reference for Spanish
news and television; but most prefer English TV

18. INSIGHT #5
ONLINE & MOBILE USE
Use Facebook and Skype to stay in touch with family
from back home (Mexico, El Salvador, Puerto Rico)
All prefer English websites. Immigrant uses Yahoo en
Español to stay in touch with Spanish community but
for news from home - prefers to just get it from
family; usually via telephone. Distrustful of media
All have mobile phones; 3 out of 4 had Blackberries.
None used it for Internet access much - they all have
laptops or computers with wi-fi at home

19. ADVERTISING & HISPANICS
Guided Questions Used
What type of advertising catches
your attention most? What is it that
grabs you? What turns you off?
What language do you prefer to see
advertisements in?
How do you make the decision to
purchase a product or service?
How do you use the Internet? Do
you own a mobile phone? What
type? What do you use it for? Do
you have Internet at home?

20. FEEDBACK
“Humor is what I “We make
prefer above all purchase decisions
“Respond to
else.” together.”
advertising that is
offbeat and
humorous.”
“Research in
“Advertising English because I
based on our last want my husband’s
name. If only they
“Loud or in- input”
could see my
your-face
wife!”
stereotypical a
turn-off

21. INSIGHT #6
ADVERTISING
All prefer watching TV, listening to radio and surfing
Internet in English (see advertising in English)
Stereotypical, in-your-face advertising a turn-off
Wife influences every single purchase decision in home
Researching in English because find more detailed
information or need to be able to share with other
decision-makers in household who are not Hispanic
Hispanic advertising in mail assumes all are immigrant
level based on last name

22. FEEDBACK
“Most of the Hispanic advertising we get is via the mail
based on our last name. I often think, if they could
only see my wife! She’s a very white, pale skin, red-
haired American girl with no Hispanic ties. They don’t
understand the way our life really is. ”

23. SOME CONCLUSIONS
Messages should “touch the heart” Advertising and messaging should be
of US Hispanic consumers using an appropriate mix of cultural with a
core value themes of “family, modern twist - if targeting 2nd
relationships and community” generations - latch on to concept of
“heritage” not necessarily a
English-based advertising that “traditional way of life” and many
reflects acculturation is a reality - not married to other Latinos
especially when targeting 1st and
2nd generation Hispanics. Very Acknowledge the differences:
proud of heritage but want to be Puerto Ricans may not be like
portrayed as “fitting and blending in” Mexicans and Mexicans are not like
with balance of key values and things Columbians or Argentinians...
they identify with.
Latinos are *very* social. They text
Husband may be breadwinner but and use social media (especially
wife is the portal for the home. She Facebook) and mobile phones
influences every decision and makes extensively. Network marketing
most purchases for the home. based on community values could
be powerful