Monica Gil of Nielsen: Hispanics are a crucial component of the new American and global economies

With Hispanics being the people most inclined to adopt new technologies and exchange what they learn with friends and family, Monica Gil, senior VP of government and public affairs at Nielsen, told PRODU that advertisers have to grasp this key trend in order to have effective communications with that segment of the population.“Those who understand the innate value of the growing Hispanic consumer market will have the key to the most vibrant and dynamic community in our nation, and will be able to lock into a crucial component of the new American and global economies,” Gil said.The executive noted several elements to remember when establishing a relationship with Latinos, among them the importance of understanding what works and what doesn’t when addressing Hispanics, how to integrate multicultural images in an ad campaign, and the fact that cultural differences are as important as language.“Latino culture continues to evolve but it won’t disappear. In its place, advertisers will see a growing phenomenon of retroculturation, which means that those who were born and raised in the United States are coming back to their roots in terms of culture and language, while immigrants are adopting American culture and language without shedding the traditions of their countries of origin,” Gil said.