Hispanic consumers have endured exceptional financial volatility—mostly bad—during the pandemic. Even in normal times, this population is a moving target, with its diverse components evolving in financial strength, degrees of acculturation, and digital engagement.

In response to increased social discourse about racial and gender inequity in the US, marketers are redoubling their efforts to be more inclusive. By reflecting the diversity of the real world in their teams and campaigns, they can build greater brand affinity and deeper customer relationships while working to effect positive change.

Young shoppers mind brands’ social stances

Growing buying power of the Hispanic market: By 2025, Hispanic consumers will account for over 12 percent of total US purchasing power, underscoring the opportunity marketers and brands have to profit from catering to them.

Many marketers have yet to fully understand the Hispanic consumer: advertising and film remain two areas where inclusion remains an opportunity

Incumbents also face pointed competition from niche-targeted neobanks that promote social justice as a key part of their identity, like Greenwood, which specifically caters to Black and Latino customers.