Expertise
A $3.2 trillion market opportunity
The Hispanic market comprises almost 20% of the U.S. population, and represents a $3.2 trillion marketing opportunity. This makes the U.S. Hispanic market the fifth largest economy in the world.
Language reflects a dual identity
Language is not a strategy—it’s a tool to help marketers understand their customers. It is the bridge to creating emotional connection by recognizing and better reflecting the dual identity many Hispanic customers navigate daily. 63% use both English and Spanish every day
- 59% use both languages on social media
- 59% use both when interacting with ads
- 69% agree that bilingual ads make them feel seen and represented
Language as culture
There are more than 11 million child translators in the U.S.—children who translate complex, personal and often sensitive information for their families, including health care and finance. Often, these children are expected to explain subjects far beyond their understanding.
A campaign that stood out in this context was U.S Bank’s launch of “Asistente Inteligente,” the first Spanish language virtual banking assistant in the U.S. This initiative allowed Spanish-speaking customers to manage their banking and finances more easily. As part of the launch, U.S. Bank sponsored the documentary, “Translators,” which tells the untold story of children who bridge this language gap for their families.
Language as a personalization tactic
AI presents a unique and previously only imagined opportunity to build language-based models that reflect community-specific nuances to reach clients.
- 78% of consumers are more likely to make repeat purchases from companies that personalize their experience
- 96% of marketers report improved business outcomes as a response to personalization
Hack the culture
Finding meaningful spaces for Hispanic communities is key to effective marketing. Take the Dallas Mavericks’s “Los Mavs” campaign, which celebrates Hispanic culture authentically, and pushes creative content that resonates with Hispanic communities. Their strategy not only increases fan engagement, but also demonstrates the Mavericks’ commitment to creating inclusive communities while mirroring the demographics of their region.
- 27% of Dallas’s population is Hispanic
- 49% of Hispanics consumers are more likely to buy from brands with inclusive marketing
For more insights, share your email with the Hispanic Marketing Council to receive their free copy of their Marketing Guide.
