Engage Hispanic Consumers with Authentic Marketing

Collage Group’s presentation, Engage Hispanic Consumers with Authentic Marketing, explores three areas of our consumer fundamentals research: demographics and economic opportunity, identity, and Group Traits.

Reading Time: 2 minutes

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.

Read on and fill out the form for an excerpt from our
Engage Hispanic Culture with Authentic Marketing research study. 

Engage Hispanic Culture with Authentic Marketing - Slide Example

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.

The Hispanic population in the US is 63 Million

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.

Hispanics are more likely to say aspects of their identity are important

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.

Hispanic identity is an intersection of culture and traditions

Implication

Drive relevance by showcasing how the segment contributes to American culture while maintaining their heritage and country-of-origin traditions.

Other Hispanic Research Articles and Insights from Collage Group

Elizandra Granillo

Elizandra Granillo

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.

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