She has concocted the secret sauce to reach across demographics. After all, 41 percent of Millennials are bilingual, the median age of U. Hispanics is 27, and these two groups also happen to be the fastest-growing minority in the country. Vergara is unapologetic of her looks, accent and culture. Authenticity is the key, and she has perfectly endeared herself to Americans without losing her Latin American cred.
Meanwhile, other Latin American crossovers, like Shakira , have received plenty of backlash. Hispanics in the United States are continually balancing two worlds. Programs and television personalities reflecting this unique struggle would speak to the millions of Latinos who go back and forth between their Latin and American identities. It is refreshing to see someone like Vergara, who embraces her diversity in both languages and who is mindful of her background and history.
Marketers must understand how important identity is if they want their brands to resonate with this influential demographic. Kmart, which knows a good thing when it sees one, signed Vergara to create a clothing line for the discount retailer. Her clothing line is inexpensive, is designed for her audience, and hits the sweet spots for a demographic that for now earns an income below the national average.
She probably could have landed a high-end label partnership, but why bother when her target would never shell out that kind of money? She had realistic expectations of what she could sell to her audience and milked it for everything. Another reason why the actress has been successful is her optimism. Her interviews, movie roles and the products she endorses, like Cover Girl, show an optimistic, can-do personality.
Young Hispanics, especially first-generation Hispanics, have seen firsthand the hard work achieved by their parents, and they are encouraged about the future. Optimism is important and marketers should not overlook its power when targeting this demographic.
