Essentials of Hispanic Consumers

Hispanic consumers are a large and growing U.S. consumer segment both in terms of population and economic power. By better understanding this influential consumer group brands can effectively engage with them through their marketing and advertising.

Collage Group’s Essentials of Hispanic Consumers explores three areas of our consumer fundamentals research: demographics, identity, and Group Traits to help your brand authentically connect with Hispanic consumers.

Key Hispanic Consumer Insight #1

Hispanic Americans are a growing force in America, and their population will nearly double by 2060.

Marketing Implication:

Recognize the cultural and economic power of the Hispanic segment today. As their population and purchasing power grows, they will increasingly influence the national culture.

Key Hispanic Consumer Insight #2

Hispanic Americans are not a monolith. Heritage and country of origin matter to their identity, particularly for the Unacculturated and Bicultural segments.

Marketing Implication:

Highlight the rich heritage and contributions of Hispanic Americans in this country. Include messages that speak to the segment’s different cultural backgrounds.

Key Hispanic Consumer Insight #3

Hispanic Americans are increasingly interested in supporting brands that support their race and ethnicity.

Marketing Implication:

Hispanic Americans notice when brands take action to support them. Develop a clear strategy to support Hispanic Americans (through representation, financial commitments, or other methods) and communicate efforts to the community in advertising and public relations.

Contact us to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Engine.