Target takes aim at new ‘core’ customer: young Latinos

*Here’s a new concept that national marketers are focusing on: Latino millennials are “in the sweet spot.” That means that young Latinos are the emerging growth market, forming new families, buying new cars. Roberto Siewczynski, who’s quoted in this article, thought we should take a look. We did, and we found, tucked within the blatant Target plug, a story of how young Latino spending power is transforming mainstream business. VL

By Rowan Moore Gerety, Marketplace

“There will always be a part of you that simply doesn’t translate.” That’s the slogan Target is using in a social media campaign with the hashtag #SinTraduccion, or “untranslateable.”

The campaign is aimed at Hispanic millennials, a demographic Target now counts as its core customer group. By one estimate, the buying power of U.S. Latinos overall is three times what it was in the year 2000: $1.5 trillion and counting.

Target spokesperson Luz Varela says the #SinTraduccion campaign hinges on words like ‘arrullo,’ which is often translated as ‘lullaby.’ That’s one meaning, Varela says, “But it’s also used to describe the entire setting and ambience of putting your baby to sleep.”

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