{"id":3335,"date":"2015-10-12T21:54:43","date_gmt":"2015-10-12T21:54:43","guid":{"rendered":"http:\/\/www.theswitch.us\/blog\/?p=3335"},"modified":"2015-10-13T14:37:48","modified_gmt":"2015-10-13T14:37:48","slug":"say-hello-mexican-american-family","status":"publish","type":"post","link":"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/","title":{"rendered":"Say Hello to the Mexican-American Family"},"content":{"rendered":"<address>Switch&#8217;s latest strategic brief explores the Mexican-American family, a demographic that has dynamically shifted from limiting assumptions and stereotypes. What does this mean to marketers? And why can you lean on Switch for this insight?<\/address>\n<p>&nbsp;<\/p>\n<p>With more than 30 years of experiential work tacked to Switch\u2019s history, we\u2019re well versed in The Art of Making Human Connections. It takes a robust team\u2013an uncommon collective of individuals with supporting talents and passions\u2013to activate meaningful experiences. But we can\u2019t rely on gut instincts for every activation under the sun (or <a href=\"http:\/\/www.theswitch.us\/work\/primerica-national-sales-convention\/\">in the Georgia Dome<\/a>).<\/p>\n<p>Years ago, Switch began <a href=\"http:\/\/www.theswitch.us\/expertise\/\">investing in preliminary research,<\/a> a deep dive into quantitative and qualitative third-party data, as a critical first step in our process. Our investigation enables us to look at consumers demographically, psychographically, technographically\u2013to understand them as people, not just consumers.<\/p>\n<h1>Shifts in a Growing Demographic<\/h1>\n<p>Hispanic Americans are a hot market for advertisers\u2013and for good reason. Now accounting for 17.1% of the American population, this growing force of consumers is finally garnering attention. Within the Hispanic population, one particular segment piqued our interest and begged for further investigation\u2013Mexican Americans. With sharpened focus, we drilled deeper to learn about Mexican Americans\u2019 passions, family life, shopping habits, interests and more.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-3356\" alt=\"mexican-american-marketing\" src=\"http:\/\/www.theswitch.us\/blog\/wp-content\/uploads\/2015\/10\/mexican-american-marketing.png\" width=\"700\" height=\"408\" srcset=\"https:\/\/switch.us\/blog\/wp-content\/uploads\/2015\/10\/mexican-american-marketing.png 1831w, https:\/\/switch.us\/blog\/wp-content\/uploads\/2015\/10\/mexican-american-marketing-300x174.png 300w, https:\/\/switch.us\/blog\/wp-content\/uploads\/2015\/10\/mexican-american-marketing-1024x597.png 1024w, https:\/\/switch.us\/blog\/wp-content\/uploads\/2015\/10\/mexican-american-marketing-624x363.png 624w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>What we found is that this demographic has shifted drastically, and marketers are failing to catch up. Mexican Americans are fed campaigns tarnished by polarizing stereotypes and uninspired \u201cquick fixes\u201d to existing creative. This very real, very prevalent and very influential segment of the United States population is simply misunderstood.<\/p>\n<p>The consumer <i>experience<\/i> is a growing blip on marketers\u2019 radars. We see that in the emotional stories told in a 30-second advertising spot. We see that in the <a href=\"http:\/\/www.theswitch.us\/work\/uberlive\/\">intricate elements of a festival sponsorship<\/a>. We see that in brands\u2019 blossoming Pinterest boards, sponsored Instagram posts and content-centric YouTube channels. However, marketers\u2019 misunderstanding of the Mexican-American family is limiting their reach. Contemporary marketers are idly grouping multiple Hispanic cultures into one melting pot, resulting in one homogenous persona. You can\u2019t effectively connect with a demographic you don\u2019t understand.<\/p>\n<p>In Switch\u2019s latest strategic brief, <a href=\"http:\/\/mx.liberateyourbrand.com\/\">Beyond the Numbers: Permission to be Human<\/a>, we share key insights about Mexican Americans\u2019 purchasing habits, motivations and identity, in addition to common mistakes from marketers. It\u2019s our hope that this growing population will be liberated from outdated assumptions and tired tactics.<\/p>\n<p>Download the piece at <a href=\"http:\/\/mx.liberateyourbrand.com\/\">mx.liberateyourbrand.com<\/a> and let us know what you think. And don\u2019t hesitate to reach out if we can apply our research capabilities to your next moving target.<\/p>\n<p><a style=\"background-color: #ed1c23; margin: 0 auto; float: left; display: inline-block; cursor: pointer; color: #ffffff; font-family: Georgia; font-size: 17px; padding: 16px 31px; text-decoration: none;\" href=\"http:\/\/mx.liberateyourbrand.com\/?utm_source=blog&amp;utm_medium=button&amp;utm_campaign=MX-A\">Download here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Switch&#8217;s latest strategic brief explores the Mexican-American family, a demographic that has dynamically shifted from limiting assumptions and stereotypes. What does this mean to marketers? And why can you lean on Switch for this insight?<\/p>\n","protected":false},"author":19,"featured_media":3345,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,2,1,9],"tags":[],"class_list":["post-3335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experiential","category-featured","category-featured-home","category-how-to"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Say Hello to the Mexican-American Family - sw:tch blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Say Hello to the Mexican-American Family - sw:tch blog\" \/>\n<meta property=\"og:description\" content=\"Switch&#039;s latest strategic brief explores the Mexican-American family, a demographic that has dynamically shifted from limiting assumptions and stereotypes. What does this mean to marketers? And why can you lean on Switch for this insight?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/\" \/>\n<meta property=\"og:site_name\" content=\"sw:tch blog\" \/>\n<meta property=\"article:published_time\" content=\"2015-10-12T21:54:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-10-13T14:37:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/switch.us\/blog\/wp-content\/uploads\/2015\/10\/Mexican-American-Blog.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"575\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Switch Marketing Team\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Switch Marketing Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/say-hello-mexican-american-family\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/say-hello-mexican-american-family\\\/\"},\"author\":{\"name\":\"Switch Marketing Team\",\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/#\\\/schema\\\/person\\\/3faa6a5ff850b9c26f73be6015a7367c\"},\"headline\":\"Say Hello to the Mexican-American Family\",\"datePublished\":\"2015-10-12T21:54:43+00:00\",\"dateModified\":\"2015-10-13T14:37:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/say-hello-mexican-american-family\\\/\"},\"wordCount\":440,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/say-hello-mexican-american-family\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/switch.us\\\/blog\\\/wp-content\\\/uploads\\\/2015\\\/10\\\/Mexican-American-Blog.jpg\",\"articleSection\":[\"Experiential\",\"Featured\",\"Featured Home\",\"How To\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/switch.us\\\/blog\\\/say-hello-mexican-american-family\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/say-hello-mexican-american-family\\\/\",\"url\":\"https:\\\/\\\/switch.us\\\/blog\\\/say-hello-mexican-american-family\\\/\",\"name\":\"Say Hello to the Mexican-American Family - sw:tch blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/say-hello-mexican-american-family\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/say-hello-mexican-american-family\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/switch.us\\\/blog\\\/wp-content\\\/uploads\\\/2015\\\/10\\\/Mexican-American-Blog.jpg\",\"datePublished\":\"2015-10-12T21:54:43+00:00\",\"dateModified\":\"2015-10-13T14:37:48+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/#\\\/schema\\\/person\\\/3faa6a5ff850b9c26f73be6015a7367c\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/say-hello-mexican-american-family\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/switch.us\\\/blog\\\/say-hello-mexican-american-family\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/say-hello-mexican-american-family\\\/#primaryimage\",\"url\":\"https:\\\/\\\/switch.us\\\/blog\\\/wp-content\\\/uploads\\\/2015\\\/10\\\/Mexican-American-Blog.jpg\",\"contentUrl\":\"https:\\\/\\\/switch.us\\\/blog\\\/wp-content\\\/uploads\\\/2015\\\/10\\\/Mexican-American-Blog.jpg\",\"width\":1280,\"height\":575},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/say-hello-mexican-american-family\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/switch.us\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Experiential\",\"item\":\"https:\\\/\\\/switch.us\\\/blog\\\/category\\\/experiential\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Say Hello to the Mexican-American Family\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/switch.us\\\/blog\\\/\",\"name\":\"sw:tch blog\",\"description\":\"sw:tch board\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/switch.us\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/#\\\/schema\\\/person\\\/3faa6a5ff850b9c26f73be6015a7367c\",\"name\":\"Switch Marketing Team\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c4ce5dddb626bbcc8dec5cc96b438437ae47f1530f70a3fe6cb428480a662909?s=96&d=https%3A%2F%2Fswitch.us%2Fblog%2Fwp-content%2Fuploads%2F2025%2F07%2Fcropped-dots-150x150.jpg&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c4ce5dddb626bbcc8dec5cc96b438437ae47f1530f70a3fe6cb428480a662909?s=96&d=https%3A%2F%2Fswitch.us%2Fblog%2Fwp-content%2Fuploads%2F2025%2F07%2Fcropped-dots-150x150.jpg&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c4ce5dddb626bbcc8dec5cc96b438437ae47f1530f70a3fe6cb428480a662909?s=96&d=https%3A%2F%2Fswitch.us%2Fblog%2Fwp-content%2Fuploads%2F2025%2F07%2Fcropped-dots-150x150.jpg&r=g\",\"caption\":\"Switch Marketing Team\"},\"url\":\"https:\\\/\\\/switch.us\\\/blog\\\/author\\\/switch\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Say Hello to the Mexican-American Family - sw:tch blog","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/","og_locale":"en_US","og_type":"article","og_title":"Say Hello to the Mexican-American Family - sw:tch blog","og_description":"Switch's latest strategic brief explores the Mexican-American family, a demographic that has dynamically shifted from limiting assumptions and stereotypes. What does this mean to marketers? And why can you lean on Switch for this insight?","og_url":"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/","og_site_name":"sw:tch blog","article_published_time":"2015-10-12T21:54:43+00:00","article_modified_time":"2015-10-13T14:37:48+00:00","og_image":[{"width":1280,"height":575,"url":"https:\/\/switch.us\/blog\/wp-content\/uploads\/2015\/10\/Mexican-American-Blog.jpg","type":"image\/jpeg"}],"author":"Switch Marketing Team","twitter_misc":{"Written by":"Switch Marketing Team","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/#article","isPartOf":{"@id":"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/"},"author":{"name":"Switch Marketing Team","@id":"https:\/\/switch.us\/blog\/#\/schema\/person\/3faa6a5ff850b9c26f73be6015a7367c"},"headline":"Say Hello to the Mexican-American Family","datePublished":"2015-10-12T21:54:43+00:00","dateModified":"2015-10-13T14:37:48+00:00","mainEntityOfPage":{"@id":"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/"},"wordCount":440,"commentCount":0,"image":{"@id":"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/#primaryimage"},"thumbnailUrl":"https:\/\/switch.us\/blog\/wp-content\/uploads\/2015\/10\/Mexican-American-Blog.jpg","articleSection":["Experiential","Featured","Featured Home","How To"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/","url":"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/","name":"Say Hello to the Mexican-American Family - sw:tch blog","isPartOf":{"@id":"https:\/\/switch.us\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/#primaryimage"},"image":{"@id":"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/#primaryimage"},"thumbnailUrl":"https:\/\/switch.us\/blog\/wp-content\/uploads\/2015\/10\/Mexican-American-Blog.jpg","datePublished":"2015-10-12T21:54:43+00:00","dateModified":"2015-10-13T14:37:48+00:00","author":{"@id":"https:\/\/switch.us\/blog\/#\/schema\/person\/3faa6a5ff850b9c26f73be6015a7367c"},"breadcrumb":{"@id":"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/#primaryimage","url":"https:\/\/switch.us\/blog\/wp-content\/uploads\/2015\/10\/Mexican-American-Blog.jpg","contentUrl":"https:\/\/switch.us\/blog\/wp-content\/uploads\/2015\/10\/Mexican-American-Blog.jpg","width":1280,"height":575},{"@type":"BreadcrumbList","@id":"https:\/\/switch.us\/blog\/say-hello-mexican-american-family\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/switch.us\/blog\/"},{"@type":"ListItem","position":2,"name":"Experiential","item":"https:\/\/switch.us\/blog\/category\/experiential\/"},{"@type":"ListItem","position":3,"name":"Say Hello to the Mexican-American Family"}]},{"@type":"WebSite","@id":"https:\/\/switch.us\/blog\/#website","url":"https:\/\/switch.us\/blog\/","name":"sw:tch blog","description":"sw:tch board","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/switch.us\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/switch.us\/blog\/#\/schema\/person\/3faa6a5ff850b9c26f73be6015a7367c","name":"Switch Marketing Team","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/c4ce5dddb626bbcc8dec5cc96b438437ae47f1530f70a3fe6cb428480a662909?s=96&d=https%3A%2F%2Fswitch.us%2Fblog%2Fwp-content%2Fuploads%2F2025%2F07%2Fcropped-dots-150x150.jpg&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c4ce5dddb626bbcc8dec5cc96b438437ae47f1530f70a3fe6cb428480a662909?s=96&d=https%3A%2F%2Fswitch.us%2Fblog%2Fwp-content%2Fuploads%2F2025%2F07%2Fcropped-dots-150x150.jpg&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c4ce5dddb626bbcc8dec5cc96b438437ae47f1530f70a3fe6cb428480a662909?s=96&d=https%3A%2F%2Fswitch.us%2Fblog%2Fwp-content%2Fuploads%2F2025%2F07%2Fcropped-dots-150x150.jpg&r=g","caption":"Switch Marketing Team"},"url":"https:\/\/switch.us\/blog\/author\/switch\/"}]}},"_links":{"self":[{"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/posts\/3335","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/comments?post=3335"}],"version-history":[{"count":22,"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/posts\/3335\/revisions"}],"predecessor-version":[{"id":3351,"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/posts\/3335\/revisions\/3351"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/media\/3345"}],"wp:attachment":[{"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/media?parent=3335"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/categories?post=3335"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/tags?post=3335"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}