Winning with U.S.
Hispanics Consumers

The changing demographic landscape is transforming not only the advertising industry but marketing as we know it. We do not believe in marketing siloes popularized decades ago but rather in an integrated ecosystem driven by a more diverse group of consumers that make up the New Mainstream.

 

We also do not foresee the principles of marketing changing dramatically in the 21st century; instead, we believe that the practice of marketing will need to align to the shifting cultural and social trends that are redefining our country today. Winning with U.S. Hispanic Consumers: A Blueprint is a fact-based resource that you can rely on to better understand how to win with the U.S. Hispanic consumer in the 21st century.

 

This report provides you with thought leadership, new empirical research, and applied frameworks that challenge the outdated language-based paradigm in marketing to Hispanics and help you navigate the increasingly diverse marketplace and workplace. In our continued effort and commitment to make IPG a world-class learning organization, we look forward to providing you with additional thought leadership on an ongoing basis and helping you lead your organization and clients through these changing times.

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Resources curated by Collective Intelligence.​

• Pew About One-in-Four U.S. Hispanics Have Heard of Latinx, but Just 3% Use It.

• Think Now’s Survey Latinos Prefer ‘Hispanic’ Over ‘Latinx’ When Describing Ethnicity

• HCode  Digital Fact Pack for 2021.

• The Hispanic Marketing Council Hispanic Market Guide.

• Pew: Key Facts about U.S. Latinos for National Hispanic Heritage Month

• U.S. Census: Hispanic Heritage Month

• Hispanic Ad: 2021 Hispanic Market Overview Report

• Claritas: The 2021 Hispanic Market Report 

• A Trillion Dollar Opportunity: How to Connect with Hispanic Consumers Through Streaming

• USC Annenberg: Hispanic and Latino Representation in Film: Erasure On-Screen & Behind the Camera Across 1,300 Popular Movies

• Hispanic Wealth Project: 2020 State of Hispanic Wealth Report

• Nielsen Cultural Connectivity Transformed (2020)

• Ad Age Hispanic Fact Pack (2019)

• Adobe Diversity in Advertising (2019)

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Resources created and curated by the Center for Multicultural Marketing

• Building a Multicultural Organization by Dr. Jake Beniflah and Julie Veloz (IPG) 2021

• Nativity-Based View by the Center of Multicultural Science and MAGNA

• NAHREP’s 2021 State of Hispanic Wealth Report

• NAHREP’s 2020 State of Hispanic Homeownership

• LBAN’s 2020 State of Latino Entrepreneurship

• 2020 UCLA Hollywood Disparity Report – Film 

• 2020 UCLA Hollywood Disparity Report – Television 

• HHS’s 2019 Healthcare Disparities Report 

• 2019 The Multicultural Economy Report (Selig Center)

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