A Minority Within A Minority

We didn't want to end the year without starting to broaden our horizons to include even more diverse LGBT viewpoints. To that end, I am pleased and proud to introduce a colleague in our FH Out Front practice group: Ivette Lopez Sisniega. Ivette is an Account Executive in the Austin office of Fleishman-Hillard and one of our young rising star colleagues from the Lone Star State.  I hope you enjoy Ivette's interesting examination of an underreported LGBT communications story.

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By Ivette Lopez Sisniega

The rapid growth of the U.S Hispanic population has created a buzz throughout the country, and yet, no one has called attention to gay and lesbian Hispanics. Most of us are aware Hispanics are the largest minority, but what most people don’t know is that 14 percent of U.S. Hispanics identify as LGBT – a minority within a minority. Let’s take a closer look at this audience. Just last year, the National Gay and Lesbian Task Force Policy Institute reported that a whopping 54 percent of Hispanic lesbian couples and 41 percent of Hispanic gay couples are raising at least one child under the age of 18. Wow. I find this bold and encouraging. The same report states there were more than 100,000 Hispanic LGBT households in that year. Separate research led by LLEGO (National Latina Latino Lesbian, Gay, Bisexual & Transgender Organization) in Washington D.C. said that 44 percent of same sex Hispanic couples were immigrants, coming to the U.S. looking for a life where they can be free to be out as gay or lesbian.

What does that mean in regards to reaching this audience? Well, the 44 percent speak predominately Spanish, so a good way to begin reaching this audience is through Spanish language initiatives. The more acculturated they become in the future will allow for more flexibility in reaching them. However, we must consider the fact that we will always have the newly-arrived, non acculturated Latino – in language marketing will continue to play an important part in reaching this audience.

 

High-profile individuals with similar backgrounds are always a great way to reach audiences, and in this case, although we have few high profile leaders, they are brewing. We can consider partnerships with Wilson Cruz and Jai Rodriguez, but this suggests we would be reaching the more acculturated half.

 

Hispanic lesbians are an even more underrepresented population. We have no national spokesperson, and only a few celebrities with which to identify. One that comes to mind is Carmen in Showtime’s “L-Word” series; however, the actual actress is not lesbian. The lack of effective celebrities to identify with makes us an even harder target to reach, but, there is light at the end of the tunnel.

 

We need to organically identify high profile leaders to advance this community like budding celebrity blogger Perez Hilton, who is proud both of his Cuban heritage and of being gay. In cities farther from conservative borders, we are beginning to see Hispanic gays and lesbians coming together. For example, public high schools in predominantly Hispanic and African American neighborhoods, such as Lanier High in Austin, Texas, are forming teacher/student gay alliances powered by students and led by a gay teacher couple. There are Latino LGBT organizations such as ALLGO (Austin Latino Latina LGBT Organization) LLEGO. Our leaders are growing, discovering and forming our collective voice.

 

Hispanic gays and lesbians are a growing population with our own diversity within our community. Just like when one refers to “Hispanics” overall, there are cultural differences among Mexicans, Cubans, Chileans, Colombians, Puerto Ricans, etc., and these would naturally carry over to Hispanic LGBT cultures as well. This is an emerging market, and marketing to us is in its infancy.

How do you reach us? Family is important, if not more important, than sexual identity. Strong messages including messages on family, cultural traditions such as yes, the Catholic/Christian religion, Spanish language and acceptance are great starting points to reach this demographic. Defining the specific sub cultures and markets is the next step, with a focus on building relationships with up-and-coming community leaders within their markets. Understanding your “product” and how it needs to be presented to the acculturated and non-acculturated gay and lesbian Hispanic audience is key.

And let’s not leave out one of the most important communication venues, media. Hispanic media plays a much different role to the general Hispanic community than general market media does to its overall community, and understanding how it affects Latino gays and lesbians will be key in connecting with us.

America is a place where people strive to be free and a true melting pot where a company can target an LGBT individual who happens to be Hispanic, first generation American, bilingual and Catholic/Christian.

What do you think? Post your comments below and let us know your thoughts.

Comments

[Duane Brown]

All I've to say is WOW. I'm from Canada and I never know that the Hispanics community was that large, I knew they were large but not that large. Welcome aboard Ivette, I look forward to reading your thoughts as we go.

As a young (24), gay black Canadian, I know all about marketing to a minority within a minority. Lately targetting the gay, black community has been a bigger issue up here, especially with black people getting the idea that being gay and black is ok. Using the media we watch, listen to and read as a way to reach us is becoming second nature. I think you hit the nail on the head with all those aspects that need to be looked at in order to reach ths large community. Not it just needs to be done.

P.S. Ivette, if you know any cute Hispanics guys who want a Canadian. You just send them up here, we'll welcome them with open arms.... lol!

[andy]

A very thoughtful article on the life of the hispanic g&l community. Made me want to read further blogs on this site

[Erika]

I find the use of the word Hispanic jarring and offensive in this article. Yes, I'm Latina, but I'm not of Spanish descent. So I guess I don't qualify as "Hispanic" and queer.

Way to marginalize the margins of society even more by ignoring the basics such as how they prefer to be identified. Notice how ALLGO and LLEGO use Latino/a? There's a reason.

[Ivette]

Erika,

Thank you for your comment and sorry for the delay in responding. You bring up an excellent point in regards to reaching our community. The use of Hispanic vs. Latino (a) is always a pressing issue. As marketers continue to reach out to Hispanic communities, we advise to use both terms interchangeably.

The issue is so “hot”, that several studies have been conducted around it. To summarize, and to your point, Erika, “Hispanic” is a term that does relate to being of Spanish descent, but it also relates to being from a place “de habla Hispana,” or to loosely translate, a place where the primary language is Spanish. In the same light, the terms Latino and Latina, do relate to being from a Latin American country and also from a place where the primary language is a Latin-rooted language. To further complicate things, this could mean that Italians are Latinos, because the Italian language is Latin based. And, as if that isn’t enough, you will note the term “Hispanic” does not assign a gender role, like Latino(a) does. The term follows the English language rules. Perhaps I do favor the term “Hispanic” more than “Latino.” I will do my best to use them equally.

Anyway, I digress. This is one of the challenges that come with categorizing a demographic of this size. Most research respondents would prefer to be addressed as 1) country of origin, followed by 2) Hispanic and finally 3) Latino(a), but with more than 22 countries (and many more dialects) being represented, we default to Latino(a) and Hispanic.

Perhaps this is a trend in development. We may see an increasing disconnect from Spain amongst U.S. Latinos and Latinas. It’s a very interesting topic.

I have posted some of the research links below and welcome further dialogue in this interesting issue. Thank you again, I look forward to your future comments.

Saludos,
Ivette

LatinoStories.com on a research study conducted by Hispanic Trends, Inc.,: http://latinostories.com/Brown_Latino_Literature_Project/Essays/Hispanic_Versus_Latino.htm

Good background and history on the terms: http://www.soaw.org/article.php?id=830

The PEW Hispanic center also features great data on the topic: http://pewhispanic.org/