Pablo Miro

Pablo Miro of Zubi: Our most essential role is to convince clients about how well we understand Hispanic culture
Liz Unamo|29 de septiembre de 2021

“The 2020 Census continues to show that the Hispanic market drives the growth of the U.S. economy. Over the past decades, and after each U.S. Census, we’ve seen how the results give proof of that,” said Pablo Miro, VP for Marketing Growth at Zubi, about the new data that confirms the booming increase of the Hispanic population.

Miro warned that investment in reaching Hispanic consumers has gone from an opportunity to a necessity. “Brands that fail to consider this segment not only lose a great chance to grow, but quite probably will keep losing market share in the future. Brands must make sure of their appeal to this market. Which doesn’t mean just trying it out once – what’s needed is a long-term plan that includes dedicated budgets and other resources.”

A thorough understanding of the consumer is the first step toward any successful marketing effort, Miro observed. “Brands must invest in developing that understanding through market studies and working with experts in the field. That is the most essential role that we in Hispanic agencies have: convincing clients about how well we understand Hispanic culture.”

Expect to see significant changes in brands based on results of the 2020 Census. “Brands already established in the market are raising their stakes, whereas many newbies will be taking their first steps,” he said.

“I believe this cycle repeats itself slowly every 10 years as a result of the U.S. Census.”

“Now that the Hispanic market has reached such an important size, and the data shows that this is the segment brands can look to for their future growth, all brands big and small will begin to include Latinos in their plans,” Miro said. “Brands in countless categories have not yet taken the first steps in this market. Which means this is a great chance for them to do so.”