No company in the United States can afford to ignore the huge, diverse Hispanic American demographic. In the 2020 census, they were the second largest demographic block after whites of non-Hispanic origin, making up nearly 19% of the population.
This group is also exceptionally young, with one-third under the age of 18, compared to just 22% for the rest of the population. That means their influence on the economy and culture will continue to grow for decades to come.
PR agency Ruder Finn recognized this important market segment when they acquired Comunicad, a cross-cultural public relations and marketing communications firm that specializes in reaching Hispanic audiences.
“We were looking at really strengthening our activities in that area, so that we could really reinforce with our clients the importance of developing a particular set of activities to reach as the Hispanic audience,” said Kathy Bloomgarden, CEO of Ruder Finn, in an interview with PR Daily.
She was joined by Gloria Rodriguez, CEO of what is now RF Comunicad, to discuss how communicators can best reach this audience while appreciating their generational differences to craft messages that work.