Hispandering: 10 brand blunders & lessons in cultural marketing.

The Deeper Impact of Political Pandering on Latino Communities

Political pandering to Latino communities often extends far beyond campaign season photo ops. When politicians visit these neighborhoods, they frequently leverage the hospitality and openness of residents to project an image of inclusivity and engagement. However, the long-term effects can be more complex and far-reaching.

Economic Strain

1. Increased Cost of Living: These high-profile visits and subsequent media attention can lead to gentrification. Local businesses and popular community spots may experience a surge in popularity, driving up prices and making these places less accessible to the original inhabitants.
2. Resource Allocation: Often, resources are redirected to create temporary improvements or enhancements to impress visiting politicians. This can result in a neglect of more pressing, long-term community needs.

Social and Cultural Impact

• Superficial Engagement: While politicians may take numerous selfies and make grand promises, the actual follow-through is often minimal. This can foster a sense of disillusionment and mistrust among community members.
• Cultural Tokenism: By only engaging with Latino communities during election cycles, politicians risk reducing rich, diverse cultures to mere political props, undermining genuine cultural appreciation and understanding.

Political Engagement and Mobilization

• Short-term Mobilization: Politicians often rally community members to vote or support their campaigns, but this mobilization is frequently short-lived. Once the election ends, the community’s concerns might not stay on the political agenda.
• Long-term Disinterest: Repeated cycles of superficial engagement can lead to political apathy. When communities see little change or improvement after elections, they may become less likely to participate in future political processes.

Latino communities deserve sustained and meaningful engagement from their leaders, addressing their concerns with lasting solutions rather than temporary gestures.

Yo no quiero Taco Bell

It often backfires by coming across as pandering or patronizing. Here are 10 examples of American brands that committed hispandering and faced backlash:

1. Taco Bell’s “Viva Gorditas” campaign in the early 2000s featured the chihuahua mascot dressed in a sombrero and poncho while mariachi music played. Many criticized it as relying on ethnic stereotypes. Taco Bell pulled the ad after receiving complaints from Hispanic advocacy groups.
2. McDonald’s “Fiesta Menu” from the late 2000s promised “authentic Latino flavors” but just tweaked existing items like adding salsa to its burgers. It was seen as inauthentic and trying too hard to lure Hispanic customers.
3. Kmart’s shipping box print that coincided with Hispanic Heritage Month in 2014 featured offensive cultural cliches like maracas, tacos and chili peppers. Many customers threatened to boycott over the insensitive design.
4. General Mills launched fruit-flavored yogurt called “Tres Leches” to appeal to Hispanics in 2010. However, tres leches cake isn’t made with yogurt and Hispanic consumers found it inauthentic. The name was later changed.
5. In 2020, Disney World in Orlando, Florida added Panama to the name of its Splash Mountain ride without any substantial changes beyond putting “Panama” in the Spanish pronunciation. Critics called it “Hispandering to the max” via token branding.
6. During Cinco de Mayo 2016, grocery chain Hy-Vee promoted a “Mexican fiesta” sale with employees wearing sombreros. Customers found it relied on offensive stereotypes of Hispanic culture. Hy-Vee apologized and stopped the promotion.
7. In 2017, the cooking brand Goya posted an image labeled “how to celebrate Cinco de Mayo” that showed various Mexican food items arranged to look like a face with a sombrero on top. Many saw it as perpetuating stereotypes.
8. A 2013 McDonald’s commercial celebrating the Hispanic community featured an over-the-top attendant yelling “Feliz Navidad” repeatedly to customers. Some Hispanic groups said it portrayed Hispanics as loud and overly festive.
9. Netflix’s 2018 Cinco de Mayo tweet that read “Let’s taco bout Netflix” next to a gif of a dancing taco was seen as trivializing Hispanic culture and promoting tired cliches. Many criticized the tweet as insensitive hispandering.
10. Politicians Making Appearances at Latino Eateries to Gain Support

    Politicians often visit Latino eateries as part of their strategy to engage with Latino communities and garner support. Here are a few notable examples:

    1. Elizabeth Warren, Hillary Clinton, and President Biden: These political figures have all stopped by Las Vegas’ famous taquería, El Gordo. They ordered classic Mexican dishes like tacos, enchiladas, and burritos. Their visits made headlines, especially when they posed for photos with the restaurant staff, highlighting their connection to the local community.
    2. Kamala Harris: During her vice-presidential campaign, Kamala Harris visited an arepa shop in Doral, Florida. This area is known for its significant Venezuelan population. Harris’s visit wasn’t just about the food; she also made an effort to speak a few words in Spanish and took selfies with locals, making her interaction more personal and engaging.

    These actions are more than just publicity stunts; they offer politicians an opportunity to show solidarity and connect on a cultural level with Latino voters.

Common Political Gaffes When Courting the Latino Vote

The significance of having approximately 34 million eligible Latino voters in the 2024 election cannot be overstated. This substantial demographic has the potential to greatly influence election outcomes, making their votes highly coveted by political candidates.

Key Implications:

1. Political Strategies Shift
   Candidates are likely to adjust their platforms and outreach strategies to appeal directly to Latino voters. This could involve addressing issues specifically affecting Latino communities, such as immigration reform, healthcare, and education.
2. Increased Representation
   With such a large voter base, there is a stronger likelihood of increased political representation for Latinos at various levels of government. Candidates with Latino backgrounds or those who focus on Latino issues may find greater success.
3. Campaign Investments: Expect campaigns to invest heavily in bilingual advertising, community engagement, and grassroots movements aimed at energizing Latino voters. This could include town halls, social media campaigns, and appearances at cultural events.
4. Policy Influences: The pressing issues and priorities of Latino voters are likely to have a more significant impact on policy discussions and legislative agendas. Politicians may push for policies that directly benefit Latino communities in hopes of securing their support.
5. Diverse Voter Base Consideration: Understanding the diversity within the Latino community itself becomes crucial. Candidates need to recognize and address varying concerns across different nationalities, socioeconomic statuses, and generational gaps within the Latino population.

Politicians often find themselves in hot water with Latino voters due to a series of recurring missteps that range from mildly amusing to thoroughly offensive. These blunders can alienate a key demographic and often become fodder for embarrassing memes and social media backlash. Here are some of the most common gaffes:

Token Gestures

One of the most frequent errors is when candidates make transparent, superficial attempts to connect with Latino voters. Instances include:

• Food Fiascoes: Many politicians mistakenly think that showcasing their love for Latino cuisine can win hearts. Unfortunately, this often goes wrong. A classic example is eating traditional foods incorrectly—like biting into a tamal without removing the husk. Such acts not only betray a lack of cultural knowledge but also come off as disingenuous.
• Cringeworthy References: Candidates often try to appear relatable by making awkward comparisons, such as likening themselves to an “abuela” or a beloved Latino figure, without understanding the deeper cultural significance.
  • The Latino community responded with significant backlash to Hillary Clinton’s 2015 attempt to connect with them by likening herself to their abuela (Spanish for grandmother). This strategy, intended to humanize her and create a familial connection, fell flat. Instead of garnering the intended support, it sparked a wave of criticism and satire, primarily on social media.Latinos took to Twitter in droves, united under the hashtag #NotMyAbuela, to voice their discontent. The outpouring of tweets emphasized that many found the comparison to their grandmothers not only disingenuous but also patronizing. The hashtag quickly gained traction, with thousands of Latinos using it to share their sentiments and humorous takes, distancing themselves from Clinton’s portrayal as their grandmother.In essence, the effort to bridge a cultural connection inadvertently highlighted a disconnect, underscoring the importance of genuine and respectful engagement with diverse communities.

Misguided Musical Moments

Music is an integral part of Latino culture, but it’s not enough to simply play a popular song at an event.

During a Hispanic Heritage Month event just before the 2020 election, Joe Biden made a notable misstep that garnered considerable attention. In an effort to connect with the Latino audience, Biden took out his phone and played the popular song “Despacito.”

While his intention was to resonate with the crowd, the choice of the song—and the manner in which it was presented—came off as tone-deaf and somewhat pandering. This incident quickly became a talking point, illustrating the delicate balance politicians must strike when attempting to appeal to diverse cultural groups in an obvious and uncomfortable attempt to garner approval.

Inauthentic Photo Ops

Photo opportunities are part of any campaign, but when done poorly, they can backfire spectacularly:

• Prop Misuse: Politicians posing with stereotypical or culturally insensitive props, such as a “taco bowl,” can appear both pandering and patronizing.
• Cultural Missteps: Standing in front of controversial or culturally inappropriate imagery is another frequent mistake. These attempts to fit in can instead emphasize a disconnect between the candidate and the community they are trying to engage.

Historical Blunders

The tradition of “Hispandering,” or insincere pandering to Latino voters, dates back decades. In 1976, then-President Gerald Ford famously bit into a tamal without removing its husk while campaigning in Texas. The incident highlighted his unfamiliarity with Latino culture and left a lasting negative impression.

Why These Gaffes Matter

Such missteps are more than just embarrassing—they can have serious electoral consequences. Latino voters represent a significant and growing portion of the electorate. Demonstrating authentic understanding and respect for their culture is crucial for any candidate hoping to earn their votes. Instead of relying on superficial gestures, politicians should strive for genuine engagement and cultural competence.

In summary, the large number of eligible Latino voters in 2024 is set to be a game-changer. These voters will not only shape the tactics of political campaigns but also potentially influence the direction of future policymaking in the United States.