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March 20, 2023
Elizandra Granillo – Analyst
Hispanics are an important U.S. consumer segment, and their population and economic power are growing. Brands must better understand this influential consumer group to effectively engage with them through their marketing and advertising.
Our new study explores three areas of our consumer fundamentals research: demographics, identity, and Group Traits to help your brand authentically connect with Hispanic consumers.
Key Insight #1: Demographics
Hispanics are an incredibly diverse segment, hailing from different countries and increasingly identifying as Multiracial.
Implication
Capture nuance in marketing and advertising through the language, people, imagery, and story-telling.
Key Insight #2: Identity
Above all other descriptors, Hispanics primarily identify with their ethnicity, and a quarter note their country of origin. In recent years, intersectional identities have also become increasingly essential parts of their identity.
Implication
In advertising, seek out casting that showcases the complexity and intersections within Hispanic identities.
Key Insight #3: Group Trait of Cultural Duality
Hispanics are proud of their heritage while making their place in America.
Implication
Drive relevance by showcasing how the segment contributes to American culture while maintaining their heritage and country-of-origin traditions.
Elizandra is an Analyst on Collage Group’s Product & Content team. She is a 2020 graduate from San Diego State University where she studied Anthropology. Her previous experience includes ethnographic research across the Tijuana-San Diego Border Region.
Where To Find Us
4550 Montgomery Avenue
Bethesda, Maryland, 20814
(240) 482-8260
Collage Group is a certified Minority Business Enterprise (MBE)
Understand & Embrace LGBTQ+ Terminology: A Pride Month Celebration
Authentically engaging and supporting the LGBTQ+ community is about more than saying the right word to refer to the right person, it’s about dignity and empathy.
Terminology is really a matter of respect: saying I see you, and I affirm your identity.
After attending this webinar, you will walk away with enhanced vocabulary and insights for cultural resonance beyond specific groups to Cultural Fluency across many. Happy Pride!