The U.S. is undergoing a cultural evolution, and Hispanic consumers are at its forefront. With an impressive $3.2 trillion economic output (2023 U.S. Latino GDP Report) and projected to surpass 111 million by 2060 (Statista, 2024), this dynamic, youthful segment is shaping the future of the marketplace. Brands that fail to adapt risk becoming irrelevant in an increasingly diverse world.

Tapping into the Power of Hispanic Consumers
Why One-Size-Fits-All Marketing Doesn’t Work

Hispanics are a vibrant tapestry of cultures from 20 countries, with rich dialects and traditions. A first-generation Cuban’s Caribbean Spanish isn’t the same as the Rio Platense Spanish spoken by an Argentinean. Add in the layers of acculturation across generations, and it’s clear that understanding these nuances is crucial for creating genuine connections.

Speaking the Language of the Heart

Yes, language matters, but it’s more than just words. While many Hispanics are fluent in English, sprinkling in culturally relevant Spanish can create a sense of belonging. The key? Authenticity. A poorly translated ad does more harm than good. Beyond the screen, brands can build loyalty by showing up for the community—think sponsoring Hispanic festivals or celebrating National Hispanic Heritage Month.
Traditions That InspireWant to really connect? Learn the traditions that matter. For instance, many Latinos eat 12 grapes at midnight on New Year’s Eve, each one symbolizing a wish for the year ahead. Others enjoy lentils as a sign of prosperity. These cultural touchpoints could be gold for crafting campaigns that resonate on a deeper level.
The Time to Act Is NowHispanic consumers represent a $3.2 trillion opportunity, by authentically embracing this segment, your brand can gain not just market share but a loyal, lasting connection. 
Ready to take your strategy to the next level? The future of your brand starts here.
If you have any questions or would like to learn more about your consumers, please feel free to connect with me on LinkedIn or email me at moc.sthgisnialoh%40ailatan

It’s important to be familiar with some definitions and know your audience when determining the right marketing strategy for this group. So, what’s the difference between Hispanic, Latina/o, or Latinx? What is the proper way to use it? And how do most Hispanics feel about it?

Well, there’s no simple answer, and I’ll explain why. For the purpose of this article, I’ll be using the word Hispanics to talk about the differences. 

Latinos

Latinos refers to people from Latin American countries where the majority of people speak Spanish, and it includes Brazil where Portuguese is the primary language. Latinos also refers to male and female as a group, whereas Latina represents a female, and Latino represents a male.

Latinos is a common word used outside of the U.S. by Hispanics, although most Spanish-speaking people living in the U.S. prefer to be identified by their country of origin and not a group. For instance, I’m originally from Paraguay, in South America, and even though I became a U.S. citizen in 1999 when it comes to culture I proudly say I’m from Paraguay, and not necessarily I’m Hispanic or Latina. The same is true for many of my Hispanic friends, we tend to mention our country of origin instead of belonging to a specific group (Hispanic, Latina/o, Latinx).