Cultural Considerations

One important element of Hispanic outreach is making sure that your communications are culturally sensitive.

This important step enables you to build trust with the Hispanic community—and with Hispanics who could benefit greatly from your services.

However, no single monolithic Hispanic culture exists. The term “Hispanic” refers to people from a Spanish-speaking country, each country having its own unique culture. The U.S. government uses this term when discussing demographics. “Latino” is another term sometimes used to describe individuals from Latin American countries, including Mexico and Central and South America. The Hispanic population is further segmented by widely varying levels of acculturation and time spent in the United States.

Because the Hispanic population is diverse, your area may have very different needs from other locations. You can find out more about the Hispanic population in your area by accessing U.S. Census Bureau statistics.

That said, Hispanic immigrants share some common experiences including:

• Learning English.
• Finding a job.
• Acclimating to a new culture.
• Raising children in a different culture.
• Seeking a better life.
• Being away from other family members.

Hispanics who are new to—and established in—the United States also may have similar values, attitudes, and characteristics. You can better connect with this group by being sensitive to these:

Acculturation

Interpersonal Relationships

Family

Music and Food

Names

Parenting Style

Religion

Time

 

Three Important Notes:

• If your communications will target Hispanics from more than one country, it is best to avoid all cultural references.
• Avoid stereotypical images such as maracas and sombreros, which may offend.
• Images that piggyback on America’s thirst for Hispanic culture—its food, music, colors, and more—and portray the culture as welcomed would be a better approach.