Last year, J.C. Penny aired a TV ad that’s quite uncharacteristic for the retailer. For the first time ever, its commercial was blatantly geared towards a Latina market. Why is one of the most All-American brands suddenly making a play for Hispanic consumers? Because it’s one of the fastest growing segments in the market. According to research firm Nielsen, U.S. Hispanic buying power topped $1.5 trillion in 2015 alone, up by 50% compared to 2010.
The time is perfect for companies to target this market, if they haven’t already. According to research from One Hour Translation, consumers are more likely to buy from a website that uses their own language. Second, catering to the Hispanic market conveys the image that your brand understands and values cultural diversity. And third, a lot of companies have already gained great results with such strategy (e.g., grocery chain Vallarta Supermarkets).