Unlock the Power of Hispanic Diversity & Growth with Collage Group’s Insights

Collage Group insights help brands engage the increasingly complex Hispanic segment while increasing appeal to mainstream audiences. 

Reading Time: 3 minutes

October 10, 2023
David Evans – Chief Insights Officer

The latest data from the U.S. Census unveils a significant find: the rapidly growing diversity of the Hispanic population.

According to the Census release, eight Hispanic groups have now reached a population of one million or more. The Hispanic population has not only grown rapidly to 62.1 million people as of the 2020 census, but also has become internally far more diverse. This surge in the variety of Hispanic subcultures creates a new challenge for brands: how to appeal to this ever-expanding consumer population, while authentically respecting the full diversity of the individuals within that population.

As the trusted partner and provider of cultural intelligence for over 300 iconic brands across 12 industries, Collage Group insights are core to how leading brands build the cultural fluency need to grow faster than the competition. A trailblazer in recognizing the need to authentically engage with Hispanic consumers without oversimplifying their rich tapestry of cultures, Collage Hispanic consumer data is not only segmented into three groups based on language dominance and acculturation, but also incorporates numerous Latin American countries of origin.

Through this granular data, Collage Group members gain an unparalleled ability to discern the nuances within the Hispanic population as a whole. Consider, for instance, the question of what matters most to buying a brand, such as trust, fit with consumer need, memories, values, affinity with group identity and so on. It turns out that across all Hispanic groups, dominated by Mexican Americans, trust and fit are unsurprising the most important factors driving purchase. But leading brands using Collage Group data do more than meet price-of-entry requirements; they drill into the additional factors that truly differentiate them from competitors.

For example, they know that the large population of Cuban Americans in Florida will be much more responsive to brands that activate around positive memories, relative to Mexican Americans. By contrast, Puerto Ricans, the second largest Hispanic group and more concentrated in the upper Northeast, are notably less likely to care whether a brand relates to their own group identity. This latter insight gives brands more freedom to focus on group identity signifiers (such as fandom for a national soccer team) that matter more to other Hispanic audiences, especially those hailing from South America, without negative impacts.

Collage Group members unlock access to millions of proprietary data points such as those above, brought to life in hundreds of insight-rich narratives, all for the purpose of empowering brands to tap into the true potential of diverse Hispanic communities. We dig below the surface, not only showing the “what” but also revealing the “why” behind Hispanic consumption patterns across dozens of major categories. Our research covers everything, from Hispanic passion points, media preferences, holidays, occasions, and group traits – spanning topics such as sports, music, cultural “psychographics,” favorite streaming platforms, beloved brands and more.

Now, you might wonder if this growth in diversity means you have to target every Hispanic group differently. On the contrary, our proprietary research into the “halo effect” in advertising reveals a fascinating truth: brands can ingeniously leverage cultural specifics in ways that reach audiences far beyond their primary targets. The key lesson here is that the correct use of cultural specifics is, in fact, an essential ingredient in the recipe used by culturally fluent brands to get more bang for the marketing buck. Halo effects enable brands to both engage authentically with specific segments and activate beyond the target, all while avoiding generic campaigns that do little except make consumers yawn.

The time to harness the power of Hispanic diversity is now. Collage Group offers you the tools, insights, and data-driven strategies to thrive in this dynamic landscape.

Don’t wait on the sidelines; join Collage Group today and let us help you unlock the limitless potential of diverse Hispanic communities. Together, we’ll create connections that resonate and drive growth for your brand. Contact us today and embark on this transformative journey now.

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David Evans

David Evans

David serves as the Chief Insights Officer responsible for all syndicated content and thought leadership. He is passionate about leading the teams that reveal insights into consumers that can transform the fortunes of our members, make these actionable in our products and experience, and build great places to work. Before joining Collage Group in 2018, David served in a variety of senior roles in data, analytics and syndicated research organizations, including Cushman & Wakefield as Strategic Advisor, CoStar Group as Vice President of Research, and the White House where he founded the Office of Executive Councils in 2011. From 1998 to 2009, he worked at the Corporate Executive Board (now Gartner), serving ultimately as Chief Researcher for a $100 million division covering eight major business units. David holds a Diploma (M.Arch equivalent) from the Architectural Association in London and an M.B.A. from Georgetown University’s McDonough School of Business. Before pursuing a business career, David worked as an architect in the UK, France and Germany, and published and exhibited widely. David was born in London to American and Canadian parents. He lives in Bethesda with his wife Juliette Searight and younger Generation Alpha daughter, while avidly following his older Generation Z daughter’s journey into adulthood in Halifax, Nova Scotia.

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