Engage Hispanic Consumers: How Culture Shapes Buying Behavior
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.
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.
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What Surprised Us
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.
Why It Matters
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.
The Big Picture
- Hispanics are increasingly proud of their cultural heritage. Their active engagement in their family’s cultural customs and traditions reflect pride, warmth, and knowledge of their growing influence in U.S. culture.
- Technology is an important connector for Hispanics. Deep personal connection and activism matter to this segment. They embrace technology’s role in helping them build communities, learn about specific issues, and achieve their dreams.
Key Insight #1: Cultural Duality Group Trait
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.
Do This:
– Showcase how the segment contributes to American culture while maintaining their heritage and country-of-origin traditions in your advertising.
The world’s leading brands turn to Collage Group to build trust with this critical consumer segment and more. Contact us for additional studies on how to connect with Hispanic Americans, and to learn how to make your brand a winner with today’s consumers.