The United States is exploding with diversity!
Migration from nations across the world has turned the U.S. into a melting pot of cultures, especially from Latin American countries. If you have a business, this makes it essential to learn the top Hispanic marketing trends in 2021.
Hispanics are scattered across the United States. Of course, there are some cities such as Los Angeles, Miami, and New York with a great number of Hispanic people. Nevertheless, it does not mean that the general population only lies within those cities.
We will start off the article with some general statistics about the Hispanic population. After, you will learn about 3 Hispanic marketing trends that will help your business acquire customers in this population segment.
Hispanic Population Trends
As mentioned before, the Hispanic population is one to pay attention to for multiple reasons. The segment’s labor force has grown 81% since 2008, and the population is predicted to grow 82% from 2018 to 2058.
Numbers do not lie! Now, let’s move on to talk about the 3 Hispanic marketing trends.
1. Hispanics Are a Very Digital Population
Hispanic purchasing power is $1.5 trillion! If you have a business in the U.S., it’s hard to ignore this number.
Not only is their purchasing power higher than Australia’s GDP, but they are a very digital population. No, this does not mean they are robots. It means online marketing efforts are the best way to target them.
The following statistics show behavior trends among different Hispanic groups compared to the general U.S. population.
Now that you learned where to target Hispanics, let’s move onto the next Hispanic marketing trend to keep an eye on.
2. Language is NOT the Most Important Factor in Marketing
Intuitively, you might think that you should always market to Hispanics in spanish because it is their native language. This might be true for some segments within the U.S. Hispanic population, but it’s not true in general.
6 out of 10 adult Hispanics in the U.S. are bilingual and 95% want future generations to speak Spanish. They mainly speak Spanish at home.
90% of the Gen Z Hispanic population was born in the United States and is bilingual. This means 1 in 4 Americans under the age of 18 is Hispanic.
This is a segment to pay attention to. Since many Hispanic Gen Zers and Millennials were born and raised in the United States, they gravitate towards speaking english in regular settings outside of their households.
This population segment went to school in the U.S. and probably made a more diverse group of friends. Additionally, they were exposed to more traditional media and entertainment. For this reason, they might not fully identify with older Hispanics.
Therefore, it is important to target them as their own group. They will not react the same way to a commercial in spanish as their older counterparts would. Furthermore, Hispanics come from different Latin American countries, so the slang will vary across the population segment.
3. Different Values
Generation Z has already made it clear what they value the most from brands. They do not just follow a brand because it produces the best product in the market.
Hispanics, especially those in Generation Z, value brands that incorporate some level of corporate social responsibility in their business model. They want to make sure companies are responsible corporate citizens and strive to make a positive change in the world.
Additionally, they value authenticity in the way brands do their marketing. They value brands that communicate with honesty and realness.
Finally, they also value brands that insert some cultural references in their marketing. In other words, they value cultural representation!
Keep in mind all these values when your brand is marketing to the U.S. Hispanic population.
Need Help Marketing to the U.S. Hispanic Market?
Is your company read to get some of those $1.5 trillion that lie in the U.S. Hispanic market?