WHAT DRIVES THE
HispanicConsumer
Increasing Influence
Hispanic America is not one singular group. It is made up of people from different countries, with different cultures and backgrounds. As Hispanic America continues to grow, it is more important than ever for brands to understand this group and learn how to connect.
Changing the Landscape
Hispanics are changing the face of America at a rapid rate.
individuals make up the Hispanic population in the U.S., making them a principle driver of the nation’s demographic growth.
Source: U.S. Census Bureau 2017 National Projections - Projections for 2020.
Experience the Hispanic Consumer Journey: A Visual Timeline
Watch: How Hispanic America is Flexing its Power
Watch: How Hispanic Voters Became the New Majority Makers
Hispanics represent nearly 1/5 of the U.S. Population.
Source: U.S. Bureau of Census.
Marketing to Hispanics
Speak the language — culture is key.
Explore: Nielsen's Secrets of Spanish Language Advertising
Watch: Why Embracing Spanish Language is a Commitment to Culture
Hispanics are more than a critical constituent of success; they are the gateway into mass success in the marketplace.
— J. Walker Smith, Chief Knowledge Officer, Kantar Consulting
Learn: How Diversity and Inclusivity Drive Brand Outcomes
of Hispanics 18+ say they personally speak some Spanish in the home.
Source: Market/Release: Hispanic DST Multi-Market 2019 Release 1 Total (Jan 2018-May 2019) pulled 10/26/19.
of Hispanics 18-49 say their cultural heritage and background has a large influence on their purchase decisions.
Source: Kantar Futures, 2018-Base: A18-49.
Connecting the dots
We can help you engage Hispanics.
Watch: The Art and Science of Winning with Hispanics
Explore Univision Brand Labs: An End-to-End Solution for Marketing to Hispanics
Watch: The Power of Culture, A Mondelēz Case Study
In today's growth-starved world, you can't afford as a company, a brand marketer, an advocacy group, or otherwise, to not dive into the Hispanic community and learn more about it.
— Stacie De Armas, VP of Strategic Initiatives and Consumer Engagement, Nielsen
Looking to reach Hispanic America?
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