September 12, 2022
Sudipti Kumar – Associate Director
Hispanic Americans are a large and growing U.S. consumer segment both in terms of population and economic power. Brands must better understand this influential consumer group to effectively engage with them through their marketing and advertising.
Read on and fill out the form for an excerpt from our
Essentials of Hispanic Consumers presentation.
Collage Group’s Essentials of Hispanic Consumers explores three areas of our consumer fundamentals research: demographics, identity, and Group Traits to help your brand authentically connect with Hispanic Americans.
Key Insight #1
Hispanic Americans are a growing force in America, and their population will nearly double by 2060.
Recognize the cultural and economic power of the Hispanic segment today. As their population and purchasing power grows, they will increasingly influence the national culture.
Key Insight #2
Hispanic Americans are not a monolith. Heritage and country of origin matter to their identity, particularly for the Unacculturated and Bicultural segments.
Highlight the rich heritage and contributions of Hispanic Americans in this country. Include messages that speak to the segment’s different cultural backgrounds.
Key Insight #3
Hispanic Americans are increasingly interested in supporting brands that support their race and ethnicity.
Hispanic Americans notice when brands take action to support them. Develop a clear strategy to support Hispanic Americans (through representation, financial commitments, or other methods) and communicate efforts to the community in advertising and public relations.
Key Insight #4:
There are four unique Group Traits important to understanding Hispanic Americans: Culture-focused, Positivity, Warmth, and Engaged.
Utilize the Group Traits as ways to connect with Hispanic Americans authentically. For example, to activate on positivity, offer optimism even in uncertain times by communicating uplifting themes in marketing that speak to resilience and overcoming adversity.
Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.
Other Recent Hispanic Research Articles and Insights from Collage Group
Sudipti is an Associate Director on Collage Group’s Product and Content team. She is a graduate from NYU’s Stern School of Business where she studied finance and marketing, and Columbia University’s School of International and Public Affairs where she received her Masters in Public Administration. In her spare time, Sudipti enjoys reading, cooking, and learning to crochet.