Hispanics Assimilate Not Acculturate

The marketing lingo that describes how U.S. Hispanics fit into society is characterized as acculturation. That is, we Hispanics hold on to our native cultural persona, using only bits and pieces of American cultural attributes; and that Hispanics identify to their native country more than their adopted one.

Acculturation, while categorizing the level of English used also delineates the level of societal involvement as not-, somewhat-, mostly-, and fully-acculturated. Acculturation is defined as the process of becoming adapted to a new culture. On the other hand, assimilation is defined as the cultural absorption of a minority group into the main cultural body. By using the term acculturation and not assimilation the false assumption of many marketers is clear: to appeal to Hispanics, language is the key.

Many acculturation-term advocates point to the proximity to the old country as a reason why Hispanics are not learning English. Besides, they say, Hispanics better identify emotionally to their native tongue than did past immigrant groups. However, a Pew Hispanics Center Study found that Hispanics are in fact assimilating. Yes, Pew used assimilation and not acculturating. And they are quite aware of the distinction. The Pew Hispanics Center Study confirms what has been argued by many: Hispanics are absorbing into society using the classic American pattern; much like past European and Asians did when they arrived en-mass. That is to say we Hispanics are assimilating, thank you very much.

Marketing models that target Hispanics based on acculturation are flawed for two primary reasons. First, the assumption is that Spanish language marketing is the way to reach most of the market. But language is just one part of the cultural definition of the U.S. Hispanic-market. The English speaking, Hispanic market is a culturally diverse segment that, until lately, has been given slim attention to by marketers. The belief has been that the English speaking segments are being reached through general-market marketing campaigns.

The other false assumption is that Hispanics are language static. But the Pew Study found that while only 23% of first generation Hispanics are English fluent, the number almost quadruples by the second generation to 88% and to 94% by the third. According to the Pew study co-author D’Vera Cohn, English is the ultimate goal of every Hispanic upon arrival, "because it's how people get a job, talk to their neighbor, talk to their child's teacher and fit in generally". Hispanics are language and culturally fluid.

The Pew Center Study refutes the language-centric view used by many marketers to communicate to Hispanics. Instead, a more sophisticated, integrated and relevant approach is evolving to dialogue with the various Hispanic segments.

Addressing Hispanic consumers with culturally relevant, versus the language-centric communications, is the answer to provide the subtle nuances that make the dialogue have resonance.