Marketing to Hispanic Consumers

The Hispanic consumer buying power has surpassed $2 Trillion in 2023. Leading Hispanics to be one of the greatest driving forces in the US economy. With such a potential to impact, it is important for marketing teams to understand the Hispanic Consumer Behaviors and the cultural factors that influence the buyer’s decision process and consider those when implementing any marketing strategy. 

To engage with Hispanic consumers, it is important to include aspects of their culture in brand ads, websites, and social media. 

This doesn’t just mean translating your ad to Spanish though. 

Culture is deep rooted in most Hispanic families. Their culture is transmitted through the language they speak, food they eat, the clothes they wear, and even the music they listen to. It is a way for many to maintain their connection with their homes and their lineage. 

Using emotional and sincere family and community-oriented stories is a vital way to engage with Hispanic Consumers. Culturally, Hispanic consumers are big on family and a sense of being included. Creating a story centered on these two concepts will allow Hispanics to see themselves reflected in the brands campaign. 

A perfect example of this is Target’s “#SinTraducción” Ad campaign. Target uses a family gathering to market to the Hispanic Consumer’s familial instinct. Not only do they use family ties as a way of engaging, but they use music, coffee, and Spanish phrasing as well.