The news: Bicultural Latinos, defined as those who identify as both American and Hispanic, are quickly becoming one of the most influential US consumer groups, according to an iHeartMedia study.

• Bicultural Latinos represent nearly 40% of US Latinos. Two-thirds identify as equally Hispanic and American, and 78% say they feel more connected to their heritage now than a year ago.
• Rising confidence aligns with consumer momentum. US Latino purchasing power has reached $4.1 trillion and is growing twice as fast as non-Latinos.
• Nearly 90% of bicultural Latinos typically consume audio content in English; one in three prefer Spanish for radio or music.
• Advertising preferences highlight this duality: Nearly one-third want ads to match the language of whatever content they are consuming. Another third prefers English, while the remainder is flexible.
• This cohort is also 22% more likely than the general population to have bought from a brand after hearing a radio ad.

Why it matters: Bicultural Latinos have outsized consumer power that brands and marketers have, in large, yet to capitalize on. Seventy-three percent of Bicultural Latinos expressed openness to trying new brands, per iHeartMedia.

• By 2045, the US will become a minority-majority country, with Latino consumers holding significant economic and social power. Hispanic consumers alone have seen their purchase power increase 32.1% between 2021 and 2026. That outpaces the total consumer growth rate of 23.2%, per projections from the Selig Center for Economic Growth.
• Bicultural Latinos are 60% more likely than the average consumer to purchase from brands that reflect them; 61% are willing to pay more. Sixty-nine percent appreciate when brands show up during cultural moments.
• These audiences show up in environments where marketers are shifting attention. Hispanics have the highest digital video penetration in the US at 84.1%, per our forecast. 55.8 million Hispanics watch digital video monthly.

Implications for marketers: A culturally relevant and inclusive marketing strategy will connect with the consumers who are increasingly driving growth.

Marketers must prioritize consistency. One-off inclusion isn’t enough to drive action; consumers expect authenticity built through ongoing inclusion, and they reward brands that deliver it with lasting loyalty.