How Heritage Leaning Hispanics are Shaping the Market
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98%
of Heritage-Leaning Hispanics say they speak Spanish when spending time with family.
Spanish isn’t just spoken—it’s lived. For Heritage-Leaning Hispanics in the U.S., language is more than communication; it’s a reflection of identity, family, and culture. This segment isn’t just growing—it’s shaping the way brands must think about engagement in multicultural marketing.
Emerging insights show that 98% of Heritage-Leaning Hispanics say they speak Spanish when spending time with family. But what does that really mean for marketers? It means language choices are tightly linked to moments of trust, love, and shared experience.
To resonate, brands can’t simply translate messages—they need to embody cultural authenticity. These consumers are tuned into the emotional nuance and storytelling styles that reflect their real lives.
Download our latest excerpt to access exclusive data, insights, and brand recommendations on how to engage Heritage-Leaning Hispanics with media strategies that move hearts—and drive growth.
The Cultural Opportunity
Heritage-Leaning Hispanics aren’t a niche—they’re the engine of Hispanic media growth. Their influence is rewriting the rules of relevance in everything from streaming content to ad performance.
Here’s what’s shaping the new multicultural playbook:
- Spanish is the leading non-English language in U.S. media. Heritage-Leaning Hispanics are driving demand for Spanish-language content more than any other segment since 2022.
- Language connects with identity, not just message delivery. Content that reflects bilingual formats, cultural authenticity, and real-life storytelling outperforms generic translations.
- Romance and family-friendly content wins. This group consistently over-indexes on emotional content like romantic series and co-viewing experiences on streaming platforms.
The shift is clear: culture-forward content isn’t a nice-to-have—it’s a growth strategy.
Why It Matters Now
With over 62 million Hispanics in the U.S., and Heritage-Leaning audiences leading the shift in content preferences, brands have a powerful opportunity to build loyalty and market share—if they’re willing to show up with fluency and authenticity.
Want the full picture?
Download our latest excerpt to access exclusive data, insights, and brand recommendations on how to engage Heritage-Leaning Hispanics with media strategies that move hearts—and drive growth.