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  • Writer's pictureSharon Cumberbatch

How To Effectively Market to Our Hispanic Audience



The Hispanic market is a rapidly growing and influential segment in the United States, with a purchasing power of over $1.4 trillion as of 2021. To effectively reach and engage with this demographic, businesses must understand the unique cultural and demographic characteristics of this segment and develop targeted strategies that meet their specific needs and values.


Demographic Characteristics:

  • According to the US Census Bureau, as of 2020, approximately 18.3% of the US population identifies as Hispanic or Latino.

  • The majority of Hispanics in the US are under the age of 45.

  • The Hispanic population in the US is diverse, with roots in many different countries, including Mexico, Puerto Rico, and Cuba.

  • A significant portion of the Hispanic population is bilingual or Spanish-speaking, with approximately 40% of Hispanics speaking Spanish at home

Cultural Characteristics:

  • Family and community are central values in Hispanic culture, with social connections and relationships highly valued.

  • Many Hispanics place a strong emphasis on helping others and contributing to their communities.

  • Hispanics are influenced by the opinions and recommendations of their social networks when making purchasing decisions.

Marketing to Hispanics:

  • Use Spanish-language advertising and Spanish-speaking customer service representatives to make your business more accessible to this demographic.

  • Feature Hispanic models in advertising to reflect the diversity of this demographic and to promote cultural relevance.

  • Promote the values and experiences that are important to the Hispanic community, such as family, community, and relationships.

  • Use technology to reach this demographic, including social media marketing and targeted advertising efforts.

  • Offer technology-based products and services that meet the needs of this demographic, given their high adoption rate for technology.

Growing in the Hispanic Market:

  • Build strong relationships with the Hispanic community through partnerships with Hispanic organizations, sponsorships of community events, and targeted advertising efforts.

  • Offer products and services that meet the specific needs and values of this demographic, such as cultural relevancy and affordability.

  • Invest in understanding the unique purchasing preferences of this segment, including their preferred product categories and brand preferences.

  • Utilize customer insights to inform your marketing and product development strategies, and to continuously improve your offerings to meet the needs of this demographic.



Examples of Successful Engagement with the Hispanic Market:

  • Walmart has successfully engaged with the Hispanic market by offering a wide range of products that are culturally relevant, as well as Spanish-language advertising and customer service. Walmart has also made efforts to build strong relationships with the Hispanic community through partnerships with Hispanic organizations and sponsorships of community events.

  • Coca-Cola has successfully engaged with the Hispanic market by promoting the values and experiences that are important to this demographic, such as family and community. Coca-Cola has also used Spanish-language advertising and Spanish-speaking customer service representatives to make their business more accessible to this segment.

  • Procter & Gamble has successfully engaged with the Hispanic market by understanding the specific needs and values of this demographic, including offering affordable products that meet their budget constraints. Procter & Gamble has also used targeted advertising and social media marketing to reach this demographic and promote their products.


It is clear that our Hispanic market is a rapidly growing and influential demographic with a significant purchasing power. To effectively reach and engage with this segment, businesses must understand the unique cultural and demographic characteristics of this segment and develop targeted strategies that meet their specific needs and values. This may include using Spanish-language advertising and customer service, promoting values and experiences important to this demographic, using technology to reach this demographic, and building strong relationships with the Hispanic community. By doing so, businesses can capitalize on the growth potential of this market and successfully engage with this segment.

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