Breaking Through With Hispanic Consumers Beyond Hispanic Heritage Month

Earn lasting loyalty by using key pillars of Hispanic representation to reflect the full spectrum of culture, identity, and everyday life.

Hispanic Heritage Month creates an important opportunity to recognize Hispanic histories, cultures, and contributions. But meaningful connection requires brands to show up beyond a single heritage month, so how can brands create representation that resonates with Hispanic consumers year-round?

Hispanic consumers want brands to understand the details that make their lives recognizable and to stand for the values that matter to their communities.

More than three-quarters (77%) continue to participate in their family’s traditions and culture, while 67% actively seek connections with people who share similar lifestyles and interests. Both attitudes have risen significantly since 2022.

This renewed connection to culture is shaping expectations of brands. More than half of Hispanic consumers would stop supporting a brand that disrespects immigrant communities.

Your Strategic Action Plan for HHM 2027 & Beyond

To earn lasting loyalty, brands must represent the breadth of Hispanic life, respond honestly to the issues shaping their communities, and build cultural fluency into the creative process.

1. Design beyond the expected

Represent the breadth of Hispanic life by replacing Mexican-by-default narratives with specific cultures and experiences from across the diaspora.

2. Turn values into action

Respond honestly to the issues shaping Hispanic communities and pair brand messaging with tangible support.

3. Build with cultural fluency

Bring cultural insiders and Spanish-first creators into the process early, allowing their expertise to shape the work from the start.

Download the full report for detailed data, activation examples, and strategic guidance on building real connections with Hispanic consumers.