Unlock Hispanic Identity to Propel Brand Growth

Explore Hispanics’ evolving identities and actionable Group Traits in our 2025 Hispanic Consumer Focus, featuring unique perspectives, motivations, and trended insights.

Hispanics are a transformative force in shaping American culture, contributing to its rich diversity and driving Multiracial population growth. With the highest purchasing power among multicultural groups, they represent a critical audience for brands seeking to remain relevant and forge meaningful connections.

This comprehensive study, now spanning four years of trended data, explores three essential pillars of consumer research: evolving identity shifts, cultural context, and Group Traits. These insights provide brands with the tools to authentically engage Hispanic consumers and meet their unique needs. Dive into the highlights below, or download the full study for a deeper exploration.

Key Identity Shift #1: Intensified U.S. Patriotism

Hispanics are increasingly embracing their American identity, driven by a sense of pride in how their values are reflected in the U.S., their growing cultural influence, and the empowerment of their intersectional identities, which foster a deeper connection to both American and Hispanic heritage.

Download an excerpt of the report to explore key insights, brand opportunities, and segment-specific strategies.