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