2. Cultural Attitudes and General
Consumer Insights of Hispanics
• Loretta Marketing Group has been
studying the US Hispanic consumer
market for over 25 years.
• The following cultural attitudes and
insights are a compilation of various
studies done among Hispanics of
Mexican, Cuban, Puerto Rican and
Central American ethnicities across
the major US Hispanic markets.
2
4. 4
Self-Belief
“We have suffered a lot and keep trudging
along. We never give up. We just have the will
to go on.” (PR)
Risk-Taking
“I entered illegally, got caught 3 times at the
border but kept coming back. I have worked
hard and am proud that I made something of
myself. It has been hard but worthwhile.” (MEX)
Independence
“Money in itself is not everything. It is the
means to happiness and independence.” (MEX)
“Personal progress for me is to be a master of
my time.” (CUB)
“Personal progress means for me to be
independent. I have my own business and I
can do what I want to do.” (MEX)
Family First
“I want to do for my daughters what my father
did for me: work hard and be an honest person
in all I do.” (MEX)
“I want to be a good father for my children. “
(MEX)
Examples of Core Hispanic Values
Hard Work Ethic Formed by Sacrifice
“I started out as a dishwasher, have cut
lawns and now I have my own business.”
(MEX)
“We need to recognize that many of us
(Latinos) had it hard in life. It doesn’t make
a difference what we are, Dominicans,
Puerto Ricans, Argentines, whatever. The
important thing is that we are all Latinos
who are striving to make it. Those who
make it are good examples to all of us.” (PR)
Deep Pride in Heritage
“We are all Hispanics no matter how long
we have lived here.” (PR)
“The music and food that we have keeps
us Hispanic” (MEX)
Ambition
“I dream of becoming a millionaire.”
(CUB,PR))
“I want to be able to own my own
business” (CUB,MEX,PR))
“I want to finish my novel.” (PR)
5. 5
Classic US Hispanic Core Value
“My parents are examples of personal
progress. They came here illegally and had
to work 2 or 3 jobs a day doing menial jobs.
They always put our family first and got us
educated. I want to do the same and own my
own business. It is all about hard work.”
(MEX)
6. 6
•Hispanics are proud of their culture and heritage and
desire to maintain them while living and working in
the United States.
•The following cultural values aid them maintaining
their heritage.
•Education
•Culture Maintained in Food
•Fun-Loving Communities
•Traditional
•Grateful to US but Conflicted
•Family Entrenchment
EMERGING CULTURAL VALUES
7. 7
Education
“The basic thing to do in this country
is to learn English (PR)
“In this country you have to get a
college degree to get ahead. It is a
must.” (PR,CUB)
Culture Maintained in Food
“My culture is embodied in the foods
that my mother makes, like ‘arroz con
pollo’ (chicken with rice) and plantains.
The kitchen in my mother’s house is
important, especially on Sundays.” (CUB)
Fun-Loving Communities
“You always will find music and food in
a Hispanic household.” (MEX)
“We are warmer than Americans. We
like to dance and have fun.” (PR)
EMERGING CULTURAL VALUES
Traditional
“We have more moral principles
(than general market does). In
Mexico if you take a girl out you
need to ask her father, Here
everybody ‘screws’ around.
There is no respect for family
values.” (MEX)
“The family doesn’t rule here-
the government does. You can’t
spank your kids here. If you do,
they will take them from you.”
(MEX)
“I don’t even know my
neighbors here. Over there, we
are more traditional, everybody
knows everyone else’s business.
If you are in need, you don’t
have to worry. We are always
family to each other.” (PR)
8. 8
EMERGING CULTURAL VALUES
Grateful to US but Conflicted
“I am worried that this rush-rush,
stressed life here is impacting on my
family.” (CUB)
“I am grateful to America for the
opportunity it has given me. However, I
worry for my kids with all the new fads,
like body-piercings, tattoos, etc.” (MEX)
“In San Juan, we have fresh foods, not
processed. Everything is simpler and
healthier. Here you eat processed foods
for convenience.” (PR)
“I am worried we that we are
becoming too assimilated.” (PR)
“We (the family) don’t educate them
(our children) here. The television and
babysitter do. We don’t know our
neighbors here. In Mexico, we all knew
everybody and took care of each other
in times of stress.” (MEX)
Family Entrenchment
“Some of the children are losing
their heritage, and we are worried.
We have to teach them at home
what our parents taught us -
respect. We must practice our
culture.” (PR)
“The family is basic with the Latin
community. We get all of our
values and morals from it. Latinos
value the extended family more
(than the general market does).”
(CUB)
Family is everything. My parents
are my initial teachers of life. We
can preserve our culture by
teaching the young.” (MEX)
“Now more than ever it is
important that the wisdom and
experience that my grandfather
gave me is passed on down to my
kids.” (MEX)
9. Cultural Values
9
Mexican
Puerto Rican
Cuban
•Strong Family Bonds
•Fun-Loving Communities
Common Ground
•Deep Pride in Heritage
•Sense of Freedom
•Culture passed down in
Music and Food
•Mariachi, Baladas, Norteñas
•Salsa
•Passionate about Life
•Merengue, Bachata
•Formed from Social Unrest
•Formed from Economic Unrest
•Soccer
•Corn (Tortilla, Tamales)
•Rice& Black Beans
•Deep Faith
•Rice & Red Beans
•Baseball
•Grateful to US for opportunities
to advance in life
•Vicente Fernandez
•Roberto Clemente
•Conservative thinking,
Big Business
•Liberal in thinking,
Pro Union
•Gloria Estefan
•Respect for Elders
