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?

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.

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Table of Contents

  1. Executive Summary
  2. Hispanic Consumers Drive US Population and Spending Growth
  3. Multiculturalism Should Not Be an Afterthought for Marketing
  1. Engaging With Hispanic Consumers Requires Both Short- and Long-Term Strategies
  2. Read Next
  3. Sources
  1. Media Gallery

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Jingqiu Ren


Dave Frankland
Principal Analyst, Marketing
Ann Marie Kerwin
VP, Content
Jennifer Pearson
VP, Research
Amy Rotondo
Director, US Research