After the end of WWII, the U.S. experienced the biggest population boom in its history not based on immigration, but rather on new births of Americans. Today, almost 60 years after Baby Boomers redefined American culture, a similar phenomenon is taking place in the U.S. but this time with Bebé Boomers leading the way.
As a father to a Bebé Boomer himself, Bati understands how to respectfully segment the market by filtering demographic information on Latin@s in the U.S. to offer customized communication solutions that garner maximum reach and frequency.
The Bebé Boomers
Bebé Boomers is an innovative term for the rapidly growing Latin@ population, whose parents have established roots in the U.S. and Latin America. With a penchant for the American way of life and core values based on their parents' homeland, they have the pulse on both cultures and serve as a gateway for either market.
The U.S. is beginning to see the Bebé Boomer cultural phenomenon that will shape the next 25 - 30 years.
Now more than ever, organizations need to pay close attention to Bebé Boomers and communicate with them on their level, which goes beyond just translating advertising into Spanish with a one-size-fits-all approach.
With Latin@ births in the U.S. overtaking immigration, it doesn't come as a surprise that there is strength in the numbers.
Bati has been involved with Bebé Boomers his entire life and he has expert knowledge of how to craft meaningful messages to reach Latin@s centered on the concept of Respectful Segmentation, a term he coined.