Franco Caballero, Integrated Strategy Lead Multicultural Omnicom for AT&T, (Dieste), is advocating for a significant shift in Hispanic marketing strategies, urging a move away from traditional acculturation models towards a more dynamic, behavior-based approach.

Caballero, whose early career was shaped by the pioneering acculturation models of Ernest Bromley, argues that the evolving Hispanic market in the U.S. necessitates a new approach. “The growth of the Hispanic market, driven by both U.S.-born Latinos and continued immigration, has rendered traditional acculturation models less relevant,” Caballero states. “We need to move beyond defining consumers solely by their country of origin and embrace a more nuanced understanding of their behaviors.”

Caballero points out the industry’s over-reliance on census data and growth figures, often at the expense of deeper cultural understanding. “Leaders in large companies are often at a loss when it comes to a cultural model that truly reflects the new dynamics of today’s Hispanic consumer,” he explains. “We’re caught between the growth of U.S.-born Latinos and the ongoing impact of immigration, making it difficult to rely on past models.”

Caballero proposes a fundamental change in strategy: “The real opportunity lies in leveraging the wealth of data available today to understand the Hispanic market from a behavioral perspective. By focusing on consumer behavior towards a brand and their purchase patterns and, perceptions rather than solely on cultural identification, we can develop far more effective and resonant marketing campaigns.”