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DEI Campaign Spotlight: Target’s “Más Que / More Than” Campaign

DEI Campaign Spotlight: Target’s “Más Que / More Than” Campaign
Honoka Miyata

Welcome to the DEI+ Campaign Spotlight, where we highlight various campaigns that embed DEI strategies into their marketing plans. By sharing these ideas and sparking a conversation around DEI, our society can continue to both learn and unlearn our ever-changing consumer trends.  

In our previous DEI Campaign Spotlight we took a look at the ongoing #LoveHasNoLabels campaign from Ad Council and R/GA, specifically the Love Lives On short film series. These films aim to promote love, allyship, and support for marginalized communities while addressing issues of hate, bias, and discrimination. The focal point of the series is the anthem film “Gentle Giant,” which tells the story of Bridgett Floyd, sister of George Floyd, whose murder by Minneapolis police sparked the #BlackLivesMatter movement.

This Week's Campaign Highlight: Target’s “Más Que / More Than” Campaign 

This week we’re training our spotlight on Target’s “Más Que / More Than” campaign, which aims to reflect the diverse identities, experiences, and culture of the company’s Hispanic and Latino guests and their communities in a way that’s authentic and relevant.

With Hispanic Heritage Month beginning last week on September 15th, we’re taking this time to recognize, learn, and celebrate the contributions made by the Hispanic and Latino community to the history, culture, and achievements of the United States and other countries all across the globe. Even though Hispanic Heritage Month is becoming more well-known, we as a society are nevertheless lagging behind when it comes to creating advertisements that cater to Hispanic and Latino demographics.

Hispanic, Latino, Latinx, Latine – Ensuring your Usage of the Words are Accurate

Before we dive into the market opportunities surrounding Hispanic and Latino consumers, let’s take a moment to discuss the correct usage of words when addressing the community. There exists debate over the proper usage of the words Hispanic, Latino, Latinx, and Latine, so here are a few ways to distinguish between these terms.

Hispanic refers to people from a Spanish-speaking country of origin, such as Spain, whereas Latino refers to people whose country of origin is in Latin America, such as Brazil. Hispanic and Latino are often used interchangeably despite not meaning the same thing, which is why it’s important to be aware of who you are targeting and how you choose to reference them. Simply put, not all Spanish-speaking people are Latino, and not all Latinos are Hispanic.

According to the Pew Research Center, the majority of United States Hispanics prefer to use their country of origin to describe themselves. It’s very common for someone to say that they are Puerto Rican or Cuban American rather than using the marketing terms Hispanic, Latino, or Latinx.

Hispanic Communities Feel Their Values are Not Reflected in the American Society

Despite the Hispanic community possessing over $2 trillion dollars of purchasing power — a figure which has risen by 80% from 2010 to 2020 — many brands fail to connect with and represent this community.

According to a 2021 article from Insider Intelligence, only 6% of total advertising spend goes towards Hispanic consumers. This number is disproportionately small considering that Hispanic consumers constitute 18.7% of the total United States population. Furthermore, only four in ten Hispanic adults feel that brands and companies understand them very well on average. This data shows a lack of effort on the part of brands when it comes to connecting with this community and reaching the huge market opportunity they represent. 

Key to a Successful Campaign: Target Leans on Partners to Foster an Authentic Community

“Mas Que,” which translates to “more than,” is a broader marketing campaign from Target. Through the campaign, the retailer seeks to foster a community and build meaningful connections by highlighting Latino and Hispanic identities, experiences, and culture via advertising and in-store marketing, not only during Hispanic Heritage month but all year round as well.

Target’s Mas Que campaign also leans on partners such as the U.S. Hispanic Chamber of Commerce to further their initiative of developing and deepening relationships with Hispanic and Latino suppliers, all in service of reaching and representing their customers as accurately as possible.

The company takes their commitments a step further through the Hispanic Latino Business Council (HLBC)’s efforts to create a sense of belonging and inclusivity across the retailer’s staff. HLBC members regularly work together to provide onboarding, networking, and professional development opportunities for team members throughout every part of the company.

In order to accurately represent a demographic, the diversity of an organization’s team must reflect the diversity of our society at large. That way folks with different backgrounds can share their thoughts, experiences, and expertise and support the organization as a whole. I’m excited to continue my support for Latino and Hispanic entrepreneurs — especially this month, but all year round as well!

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