What are your thoughts about the word Acculturation?
Targeting Hispanics in the United States is not an easy task. The Hispanic group comes from different countries, and to make it more complex, they also have different levels of acculturation. If we don’t take this in consideration, it would result in information that doesn’t really represent the market.
According to the Merriam-Webster dictionary, Acculturation means: 1 : cultural modification of an individual, group, or people by adapting to or borrowing traits from another culture; also : a merging of cultures as a result of prolonged contact. 2 : the process by which a human being acquires the culture of a particular society from infancy.
Target Latino talks about three segments by acculturation levels:
Non-Acculturated: Persons that only navigate within the Latino culture. Most of them have recently immigrated to the U.S. and prefer to speak Spanish.
Acculturated: Persons born in the U.S. of Hispanic descent. They prefer to speak English and can navigate into the Latino culture.
Semi-Acculturated: People that can navigate in both cultures.