Over the last couple of months we’ve talked extensively about the Hispanic influence on politics. It seems only fitting that now we’d go into another often taboo subject: religion.
It’s a pretty safe bet to think that the most popular religion among US Hispanics is Catholicism. More than two-thirds of Hispanics (68%) identify themselves as Roman Catholics—accounting for nearly one third of all US Catholics. The next largest category is born-again or evangelical Protestants (15%). (Around 8% of Hispanics do not identify with any religion.) However, the brand of Catholicism practiced by many Hispanics differs from the more traditional style you’re likely to picture. More than half of Hispanic Catholics identify themselves as charismatics, compared with only an eighth of non-Hispanic Catholics. Charismatics are more likely to have witnessed or experienced occurrences typical of spirit-filled movements, divine healings, and direct revelations from God.
That’s all well and good, but what should this mean to marketers and advertisers? Religion isn’t something often brought into planning. While we’re not suggesting you put too much into catering to a religious audience, we are saying the more you know how your target thinks, the better off you’ll be. Additionally, making yourself aware of the holiday schedule of the Catholic church is going to open opportunities you may not have realized. If you work with food brands, you have the chance to position your products in ways that adhere with holidays and periods of the year when dietary restrictions are recommended by the church. Here’s a helpful article that gives an overview of current church laws regarding diet.
Marketing and advertising with religious undertones can be tricky business, but if you tread carefully, use tact, and are subtle, your brands and clients will thank you.
source: Pew Hispanic Center
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