US Hispanic culture is now mainstream, and that should shift brand strategy | WARC | The Feed
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US Hispanic culture is now mainstream, and that should shift brand strategy
Multicultural marketing (US) Hispanic/Latinx consumers (US) United States
With the Hispanic market in the US growing by 23% in ten years, according to new US Census data, this one-time minority market is now part of mainstream culture, and that’s a turning point for both the demographic, and brands.
Why it matters
Brands need to reach this growing, young demographic in meaningful and dignified ways; increasingly that means tapping into the market’s mainstream bonafides.
- The Hispanic market is no longer just a piece of the US market: it is the market, with $1.7 trillion in spending power.
- People of Mexican origin are the largest segment of the US Hispanic population (62%), followed by Puerto Ricans, but the fastest-growing Latino populations are those with origins in Venezuela, Guatemala, and Honduras.
- The “Hispanic” market is many different nuanced cultures — intra-connected and with a shared sense of community.
- As Hispanic culture becomes mainstream, some brands are moving away from Hispanic-only campaigns in favor of mainstream ads infused with culturally relevant Latino details.
The big idea
A sure sign of the mainstreaming of Hispanic culture and marketing is that fewer Hispanic consumers care about brands highlighting Hispanic Heritage Month than do care.
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