Reaching US Latinos: The Importance of Connecting with No Sabo Kids

There are currently more than 67M Latinos living in the US, and with a majority being US born, what Latinidad looks like has changed significantly. Today’s Latinos are more acculturated to American ways of life while still holding the culture of their families close to their hearts. In fact, 88% of Latinos are proud of their culture, showing that even as the Latino identity evolves, cultural pride is at its core.

One of the key ways that Latinos express their cultural pride is through language, with 79% saying that speaking Spanish is an important part of their identity. Yet not all Latinos are as fluent as previous generations, and many now communicate on the bilingual spectrum. On one end of the spectrum, almost half (45%) of Latinos prefer to communicate mostly or entirely in English. And on this end we meet the No Sabo Kids. 

Meet the No Sabo Kids

The term “No Sabo Kids” is synonymous with young Latinos who aren’t fluent in Spanish. It’s based on the incorrect conjugation of the verb “saber” (Spanish for “know”), when trying to say “I don’t know” in Spanish. Instead of saying “no se,” someone not fluent in Spanish might erroneously conjugate the verb and say “no sabo.” 

Perhaps a No Sabo Kid doesn’t speak Spanish well because their parents didn’t want them to face the same discrimination they did or because their grade school teachers insisted they speak English at home, turning Spanish into a forgotten language. Whatever the reason, No Sabo Kids are reclaiming their Latinidad, refusing to let their level of Spanish proficiency negate their cultural identity. 

Once a way to belittle and shame, young Latinos are reclaiming the term, looking to reconnect with their culture through language. It’s become a social media phenomenon, with Latinos sharing how they stumble over their words when under pressure or testing their Spanish vocabulary. They’re also sharing ways to overcome the stigma of not speaking Spanish well and encouraging younger generations to embrace speaking the language of their ancestors from an early age. 

Connecting with Acculturated US Latinos 

No Sabo Kids’ minimal Spanish-speaking abilities don’t mean that they don’t understand Spanish at all. Many No Sabo Kids feel comfortable being spoken to in Spanish, but struggle to communicate, preferring to respond in English. As an advertiser looking to connect with Latino audiences, understanding this bilingual spectrum is key. 

With their love for Spanish audio content, No Sabo Kids fall within the Latin Enthusiast targeting category. Whether they’re listening to the latest in Regional Mexican music, like trap corridos and sad sierreños, or tuning in to the latest Latino pop culture podcast, their Spanish proficiency does not keep them from enjoying their favorite Spanish-language content. By communicating with this audience through bilingual and in-culture creative, advertisers can show that they understand their acculturated Latino experience and embrace their version of Latinidad. 

As the Latino community continues to grow in the US, brands can no longer exclusively rely on Spanish-language advertisements to reach the community. To acknowledge and connect with the acculturated US Latino identity, brands should use bilingual and in-culture advertisements alongside Spanish-language creative to reach them with content that truly resonates with their experiences. Through our Hispanic targeting offerings, acknowledging and connecting with this audience with the right creative is easy. 

Reach out to our Fluency team to learn more about how your brand can connect with Latino audiences on our platforms. Let’s talk.