U.S. Hispanics are seeking to engage with brands that speak to them authentically. They are looking for brand experiences that are tailored, multi-faceted, with 360° touchpoints delivered by brands that understand their needs and align with their values. By maintaining their roots and using technology to amplify their values and aspirations, Hispanics are continuing to advance and striving to redefine the future while staying deeply connected to their cultural roots.
This report examines the impact of digital technologies on the Latinx experience and cultural expression. We uncover how, from music and television to social media and shopping, increased access to technology has fundamentally changed the U.S. Hispanic experience as well as these consumers’ lifestyles and behaviors and recommend how brands can lean in to engage with this rapidly increasing population.
Note: Nielsen uses the term Latinx in this report to connote unspecified gender. The decision is a nod toward greater inclusion of women, LGBT+ and non-binary Hispanics and the growing popularity of the term in social media and academic writing.