Schramm Marketing Group: The U.S. is assimilating Hispanic culture

Similar to what happened with the pizza, the U.S. is assimilating Hispanic culture into its own. At least that what’s the opinion of Joe Schramm, managing partner of Schramm Marketing Group, who has noticed certain factors that support this trend: the size of the Hispanic population, its buying power, and the crossover Hispanic talent and its growing influence.To Schramm, if before there was a degree of assimilation by Hispanics, now there is an inverse effect, having U.S. culture assimilate Hispanic influence. “Hispanic is increasingly becoming part of the American fabric. This trend will continue. The population growth is so significant that is affecting the market,” commented Schramm.He points out the Hispanic expenditure on entertainment, movies and sporting events, among others, represents a large portion of the revenue for these categories. Schramm quoted the most recent Pantelion Films bilingual comedy blockbuster Instructions Not Included, with Eugenio Derbez. It made $10 million on its premiere weekend, something unusual for a Hispanic film in the U.S. Schramm indicates this reverse assimilation is also reflected in the advertising investment and the interest of brands in the Hispanic market. He indicated Pepsi is a perfect example. During the 11th Annual Hispanic Television Summit in New York, Javier Farfán from Pepsi will talk about their approach.“As a non-Latino looking into the market, I’m seeing this transformation. I’m seeing this trend while we we’re putting together this year Hispanic Television Summit,” he says.Schramm also sees as an important trend in the market, the fast growing adoption of TV Everywhere platforms among Hispanics.