Biculturals are individuals who equally navegate two distinct cultures. The term is also used to describe second and third generation Latinos in the United States. This group is made up of a younger population and is fast growing. You can already see their influence in many regions, blending their culture into a bicultural America.
Some of the areas where Biculturalism has become the norm are Miami, Florida and the U.S./Mexico border region in places such as Tijuana/San Diego. In these areas the combination of English and Spanish in advertising has become a leading trend. From billboards in both languages, to Hispanic radio stations playing Latin music with English commercials, and websites with optional English and Spanish versions, these have become the best way to target this audience.
A study done by LatinoWorks and Ethnifacts demonstrates some statistics on biculturalism and its importance:
- 44% of Latinos surveyed consider themselves “bicultural”
- 41% self-identified as “more Latino”
- 15% consider themselves “more American”
With the continued growth of this group, it is important for advertisers to understand how this group connects with both parts of their culture interchangeably. As Hispanic Media Post describes, this generation of consumers is just beginning to be understood and shouldn’t be addressed as either Americans or Latinos, but instead with the feeling of “bicultural confidence: “Soy de aquí, y de allá”—I am from here, and from there.”
This post is also available in: Spanish
Trackback from your site.