Brand-Building Cultural Insights for Successful Hispanic Marketing

Hispanic marketing is a targeted approach that customizes advertising and promotional strategies to efficiently connect and engage with the Hispanic or Latino consumer demographic.

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January 11, 2024
Victor Paredes – Executive Director of Multicultural Strategy

At 67 million people, the Hispanic population is responsible for 75% of population growth in America in the last two years, according to research by Collage Group. If the US Hispanic market were a nation, its $2.1 trillion dollar contribution to the economy would make it the 5th largest economy in the world. As such, their share of the consumer market has more than doubled since 1990. Therefore winning the hearts, minds, and dollars of Hispanic consumers is mission critical for the growth of brands in the U.S. Brands must develop culturally fluent marketing strategies and communications that reach, resonate, and convert Hispanic consumers.

Collage Group is dedicated to empowering brands in this endeavor. With this in mind, this article equips you with valuable and actionable insights to strengthen your connection with Hispanic consumers through your marketing initiatives. Drawing from Collage Group’s latest report, ‘The Top Brands for Hispanic Consumers: Insights from CultureRate,’ standout performers that successfully capture the Hispanic audience are identified.

By delving into the success stories of two top brands, this article offers key insights and strategies to support you in replicating this success.

But that’s not all – Collage Group’s revolutionary model is also presented as an essential tool that will guide your brand in aligning with the Hispanic consumer group, as well as other diverse demographics that constitute multicultural America.

With Collage Group, you have the means to not only understand the pulse of Hispanic consumers but also ignite powerful connections and drive brand growth. Get ready to unlock a world of possibilities and win the hearts of this vibrant, influential demographic.

    • How Do We Measure Cultural Fluency at Collage Group? Apply the Brand Cultural Fluency Quotient (B-CFQ) Metric
    • Create Marketing Campaigns That Utilize the Halo Effect
    • Top Brands for Hispanic Consumers: Discover How to Craft an Effective Hispanic Marketing Campaign
    • Six-Step Summary Guide: Utilize Key Insights to Drive Growth in the Hispanic Consumer Market
    • Transform Your Brand Strategy With Collage Group’s and Achieve Cultural Fluency

Connect With the Hispanic Community: What Is Hispanic Marketing?

Hispanic marketing is a specialized approach that tailors advertising and promotional strategies to effectively reach and engage the Hispanic or Latino consumer demographic. Hispanic marketing requires cultural fluency in brands to ensure that marketing efforts are authentic. 

What Is Cultural Fluency?

The success of Hispanic marketing relies on a brand’s cultural fluency. Cultural fluency refers to a brand’s ability to effectively and authentically engage with and appeal to consumers from diverse cultural backgrounds. Brands must leverage cultural intelligence to strategically redefine conventional norms, placing multicultural and diverse segments at the core of their operations. These brands leverage data and analytics to decipher and navigate cultural complexity and nuance.

Culturally fluent brands can understand the values, beliefs, traditions, and preferences of different cultural groups. These brands then use that knowledge to create effective advertisements and marketing campaigns.

Culturally fluent brands enjoy an elevated brand reputation, nurture customer loyalty, attain remarkable success in multicultural markets, and realize increased returns on investment from their marketing efforts. And these advantages become even more pronounced when marketing for the American Hispanic consumer group.

Indeed, the Hispanic community constitutes 19% of the U.S. population, wielding a substantial purchasing power of $1.9 trillion (as of 2020). This figure has surged by 87% from 2010 to 2020. Consequently, the Hispanic demographic emerges as a prominent consumer group in America, demanding the focused attention of every brand.

Recognize the Hispanic Community as a Diverse Consumer Segment

Collage Group’s American Community Survey highlights the diversity of the Hispanic consumer segment. That is, within this segment: 

    • 16% identify as White.
    • 1% identify as Black.
    • 2% identify as American Indians and Alaska Natives.
    • 1% identify as Asian.
    • 35% identify as some other race.
    • 44% identify as two or more races.

Plus, Hispanics also show various degrees of acculturation, with three primary categories:

    1. Acculturated: These individuals identify more closely with their American identity over their Hispanic heritage. They conduct affairs in English, they converse with their doctor in English, and they primarily engage with the world in English.
    2. Unacculturated: These are Hispanics in America who come from a more recent immigrant experience. They identify more closely with their specific country of origin and tend to use Spanish more frequently in family interactions, as well as when speaking on the phone or in other preferences.
    3. Bicultural: Bilingual Hispanics, live and interact in two different worlds. They identify as both Hispanic and American equally, seamlessly navigating both cultures.

How Do We Measure Cultural Fluency at Collage Group? Apply the Brand Cultural Fluency Quotient (B-CFQ) Metric

Collage Group assesses the cultural fluency of a brand by evaluating consumer sentiment across six fundamental dimensions: Fit, Relevance, Alignment, Nostalgia, Trustworthiness, Advocacy, and Values.


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Other Recent Multicultural Research Articles & Insights from Collage Group

Victor Paredes

Victor Paredes

Victor leverages his expertise in inclusive marketing and advertising in combination with Collage’s proprietary data and insights, to support clients. He is a successful marketing and advertising executive with proven experience in building practices that drive brand equity, sales, traffic, and qualified leads. His marketing experience spans sectors such as entertainment, hospitality, healthcare, consumer packaged goods, retail, and direct to consumer services.

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