by Ray Schultz
Source: www.mediapost.com, July 2023
Whether through email or other channels, brands are failing to serve their Hispanic customers.
Only 43% of Hispanics feel brands understand them. And 50% say understanding is very important, according to the Hispanic Fact Pack, a study Intelligence Center from My Code.
These cultural elements leave Hispanic consumers feeling understood:
- Makes me feel like the brand understands me
- Includes relevant elements of Hispanic culture
- Depicts people in ‘everyday life’ situations
- Illustrates clear stance on social issues/causes/care about
- Features Hispanic people in ways that break racists stereotypes
- Features mix-race families
- Features unconventional beauty/physical appearances
- Depicts home/work settings similar to my own
- Depicts diversity as part of mainstream American culture
- Has people of the same age as me
- Uses a language other than English I speak at home
- Has people of same ethnic background as me
- Features non-traditional family structures.
The Hispanic population grew by 19% between 2010 and 2020, and 44% of its members identify as multiracial.
It is also a younger population — the median population is 30.5%, 8.3 years below the U.S. median age of 38.8. In addition, 81% are U.S. citizens, up from 74% in 2010. Only 32% are foreign-born, down from 40% in 2007.
In general, Hispanics are 51% more affluent — the median household income jumped from $41,165 in 2010 to $60,566 in 2021.
Building on its 2022 research, Intelligence Center from My Code surveyed 690 Hispanic adults, and conducted a qualitative survey with a sample of 79 individuals.
