As is the case with most of the category drivers, recently released U.S. Census figures tell a good part of the story: Hispanic men account for nearly 20 percent of all men ages 18-34 in the U.S. and one in every 5 men between the ages of 18 and 49 is Hispanic. What’s more, Gaviria reminded a mostly baby-boom generation, in the year 2050 one out of every 3 men will be a Latino.
Panelists took time to discuss the findings of Why Latinos Look so Good, a study commissioned and released by Univision, showing among other things that marketers have to shed the misperception of Hispanic men as machos and start to look at them as vanidosos (conceited) who take care of their appearance, not only to look good but also to feel good. “Think about it, in Latin America we still submit resumes with our pictures attached on them,” said Target’s David Salazar. READ MORE
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