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About
Hispanic Consumers 2022
Multiculturalism Strategy Needs to Be Set Before Marketing
Executive Summary
The Hispanic consumer segment in the US is growing, engaged, passionate, curious, and trusting. Winning this vast market requires brands to think first about what Hispanic consumers want in product design and offerings before they can be engaged through marketing.
Key Question: How can brands broaden their reach with Hispanic consumers?
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KEY STAT: Hispanic consumers command an expanding share of US buying power. Their spending growth is projected to outpace other groups by nearly 10 percentage points by 2025.
authors
Jingqiu Ren
Contributors
- Dave Frankland
- Principal Analyst, Marketing
- Ann Marie Kerwin
- VP, Content
- Jennifer Pearson
- VP, Research
- Amy Rotondo
- Director, US Research
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