To Engage Hispanic Consumers, Brands Should Look to Third Cities

The traditional size-based hierarchy of American cities has long influenced marketing strategies, especially when targeting Hispanic audiences. Historically, major cultural trends and marketing initiatives focused on first and second cities with large Hispanic populations like Los Angeles, New York, Miami, and Chicago. These first and second cities have been considered epicenters of Hispanic culture and influence in the United States.

However, the landscape is shifting. The democratization of media and the rise of social platforms have disrupted this established order, allowing smaller, third cities to exert cultural influence. This transformation presents both challenges and opportunities for brands and marketers eager to engage with the Hispanic consumer.

South by Northwest?

Despite not being traditionally considered a Hispanic cultural hub, Portland, Oregon has emerged as an influential source of Hispanic cultural production and influence. Take Mexican-American restaurateur Angel Medina, for example. Medina, originally from Los Angeles, has taken the Rose City by storm, opening a handful of venues, including inventive and critically acclaimed Mexican restaurants and third wave coffee shops. He’s received national media attention for pushing boundaries and setting trends on what counts as Mexican food and drink. Sorry, he has some bad news for margarita lovers. And he has every intention of pioneering the reimagining of Mexican food...from Portland.

Even more, in 2023, a popular independent film exploring southwest Chicano history and culture was produced in Portland. American Homeboy, from Brandon Loran Maxwell, is a film that could’ve easily come from hometown filmmakers in Los Angeles or San Diego or anywhere the movement was historically grounded. But it should come as no surprise that Hispanic creative zeal and cultural pride aren’t bound by geographical regions.?

New Strat, Stat

For marketers, this shift necessitates a reevaluation of strategy. While first and second cities remain crucial, ignoring the potential of third cities could mean missing out on emerging trends and influential voices. Moreover, the cost-effectiveness of marketing in third-tier cities can allow for more experimental and targeted campaigns. Brands can test innovative approaches in these markets before scaling to larger cities, potentially discovering more authentic ways to connect with Hispanic consumers.

The rise of third cities also reflects the growing diversity within the Hispanic community itself. Each city develops its own unique Hispanic subculture, influenced by local history, immigration patterns, and generational differences. Marketers who tap into these nuanced experiences can create more resonant, localized campaigns.

As Hispanic populations in third cities continue to grow and assert their cultural influence, marketers must adopt a more distributed approach. This might involve partnering with local content creators, sponsoring community events, or developing city-specific product lines that reflect local Hispanic tastes and preferences.?

Ultimately, the emerging importance of third cities in Hispanic marketing represents a broader trend towards decentralization and diversification in American culture. For savvy marketers, this shift offers an opportunity to discover fresh narratives, untapped markets, and innovative ways to connect with Hispanic consumers across the country.