In today’s multicultural America, growth is no longer a general market endeavor—it’s a cultural imperative. Nowhere is this more apparent than with Hispanic consumers, who today make up 19% of the U.S. population and account for more than $2 trillion in purchasing power. This economic force has expanded more than 300% in the last 20 years and shows no signs of slowing down. For brands aiming to futureproof their growth, Hispanic consumers must be at the strategic center—not the periphery.
And yet, the challenge remains: how do we move beyond surface-level representation toward sustained, culturally fluent engagement that unlocks brand love and market share?
To answer this, we turn to two powerful frameworks: Collage Group’s Hispanic Consumer Focus 2025 and The Cultural Fluency Playbook. Short excerpts from those are leveraged here, to provide an evidence-backed blueprint for identifying, reaching, and growing with this diverse, dynamic audience.