Get In Touch
There's a world of Data Insight Opportunity just for you
Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
The attitudes, behaviors, and motivations of Hispanic Americans have already begun rewriting the marketing playbooks created for Multicultural consumers and will be for decades to come. Discover unique perspectives and motivations through their evolving identities and actionable Group Traits with our 2024 research, now including trended data.
March 29, 2024
Elizandra Granillo – Senior Analyst, Cultural Insights
Hispanics play an indispensable role in shaping American culture. The segment is incredibly diverse, increasingly Multiracial, and has the highest purchasing power among Multicultural groups. Brands wanting to reach Hispanic consumers have to work hard to keep up and engage the values and issues that matter most to this growing segment.
Our latest study, now including three-year trended data, explores three key areas of our consumer fundamentals research: identity, cultural context, and Group Traits to help your brand authentically connect with Hispanic consumers.
Read below for key insights and download our exclusive research sample to learn more.
Fill out the form to download our report that offers relevant insights on how to engage Hispanic consumers.
After collecting data on Group Traits and cultural values for three years, we’re now able to spot important cultural shifts with even more nuance.
Since 2022, Hispanics are prioritizing deep social connections in a new way. Cultural values associated with close relationships—Close-knit (“I consider someone family if we are really close, even if we’re not related.”), Community-seeking (“I seek out ways to connect with people who have similar lifestyles and interests as me.”), and Mentorship (“I actively work to elevate and improve the lives of those in my community.”) —have all significantly increased in resonance. In addition to more Hispanics agreeing with these values, Bicultural Hispanics are also now more likely to see their identity through the lens of their role in the family.
Family and relationships have always played a big role in Hispanics’ lives, but as the segment grows and diversifies a desire for close relationships is growing too. Many of these values are driven by Bicultural and Heritage Leaning (Unacculturated) Hispanics; two growing subsegments with a distinct affinity for the importance of family and tradition.
Hispanics feel a strong personal connection and pride towards both their Hispanic and American identities. They embrace the complexity of these two identities through the practice of their heritage and pride in their contributions to American culture.
– Showcase how the segment contributes to American culture while maintaining their heritage and country-of-origin traditions in your advertising.
Hispanics are driven, goal-oriented individuals. They feel optimistic about their future by staying rooted in their community.
– Connect community to success in your messaging when marketing to Hispanics to resonate with the segment.
Hispanics embrace different cultures and perspectives. This attitude shapes their desire to constantly engage with social causes that matter to them.
– Engage in the sociopolitical issues that matter to the segment (e.g., the environment), and find ways to get Hispanics involved in your efforts.
Hispanics are trendsetters who embrace change with an innovative attitude.
– Highlight your brand’s commitment to innovation to speak to the segment’s desire for change, and create opportunities for Hispanics to co-create with your brand and share their ideas.
The world’s leading brands turn to Collage Group to build trust with this critical consumer segment and more. Contact us below for additional studies on how to connect with Hispanic Americans, and to learn how to make your brand a winner with today’s consumers.
Elizandra is a Senior Analyst on the Collage Group’s Cultural Insights team, responsible for Multicultural consumer research. Her previous experience includes ethnographic research across the Tijuana-San Diego Border Region. She is a 2020 graduate from San Diego State University, where she received a B.A. in Sociocultural Anthropology.
Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
Stay Informed
Email *:
MARKET RESEARCH
SOLUTIONS
fluen.ci App for Cultural Insights
Consumer Research Data & Tools
RESOURCES
Webinar & Events
ABOUT
Who We Are
Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group
4550 Montgomery Avenue
Bethesda, Maryland, 20814
(240) 482-8260
Stay Informed
Email *:
Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group