Bic ultural as B.I.

B.I.G. stands for Bicultural Influence Group. Biculturals are a big segment not only

because they represent two thirds of the Hispanic market, but also because they're an

aspirational group that the rest of the market wants to belong to.

Instead of Latinos trying to become more acculturated and "gringo," now traditional and

even assimilated Latinos are trying to reach a bicultural status. And that goes for gringos

too. Fewer and fewer find anything cool or profitable in being "just white."

Bic ultural as Pe rfect Fusion

Fusion: Spanglish, reggaeton (regaton), and cross-cultural experiments in the kitchen --

these are what people associate with biculturalism. It's a fertile territory for creation. It's

innovation, two cultures enriching each other.

AT&T tapped into this fusion several years ago with a campaign portraying a U.S.-born

Latina fashion designer inspired by a mariachi band and a young U.S.-born teenager

mixing musical genres. His creation? A new musical called rapacheras.

And the result of that: Traditionally tied to very low acculturated Hispanics, the AT&T

brand took off in 2006. It reached a much better stereotype, the "perfect bicultural," a more

politically correct (and profitable) segment than the traditional Latino and the recent

arrival.
 • Bic ultural Hispa nics - 24% of Hispanic Boomers - are US-born or foreign-

born and have lived many years in the US; they are bilingual and consume both

English and Spanish media; they identify with aspects of both cultures.

Demographic Profile

The study found that Bicultural Hispanic Boomers…

• Earn 23% less income on average than General Market Boomers ($56,607

compared with $73,921) - though they are equally likely to be employed (77%).

• Are more likely to be married or partnered (75%) than both Acculturated (64%)

and General Market Boomers (69%).

 • Are less likely to be college educated - 55% of them have a college education,

compared with 69% of Acculturated Boomers and 73% of General Market

Boomers.

The study found that “Hispanic-targeted branding has a

greater impact on balanced bicultural consumers than the

Hispanic- or mainstream-dominant segments. Hispanic-

tailored promotions that cue the cultural identity in the

consumer’s mind can further enhance the purchase intent

for such targeted brands among the bicultural segment,”

according to Chattaraman, who offered this advice: “If a store wants

to sell more of its Hispanic relevant merchandise, then employing

point-of-sale promotions that resonate on a deeper level with

Hispanic culture and make the consumer ‘feel Hispanic’—can lead to

positive effects across all three Hispanic segments.”