Hispanic Americans represent a growing and influential population that requires marketing attention. Research data presents them as a key demographic to consider when thinking about niche audiences.
- Pew Research’s data projects that the 2020 election will mark the first time that Hispanics will be the largest racial or ethnic minority group in the electorate, accounting for just over 13% of eligible voters – slightly more than blacks.
- According to Selig Center of Economic Growth’s 2019 Multicultural Economy Report, Hispanic Americans have more than $1.5 trillion dollars in buying power and are anticipated to have more than $1.9 trillion in buying power by 2023.
There is statistical evidence that tells us that businesses and organizations that pay special attention to inclusive messaging and make a point to connect with niche audiences do not go unnoticed by Hispanic consumers. If you’re looking to make a good impression, social networking sites are an effective arena for engaging with your Hispanic audience.
For instance, did you know:
- According to a study by Lightspeed and Mentil, 56% of Hispanic adults conduct research before making online purchases.
- Lightspeed and Mentil also reported that 62% of Hispanic adults consider brands that make an effort to appeal to them.
- MRI Doublebase’s 2018 report states that Hispanics are 42% more likely than the average American to enjoy connecting with brands through these online platforms.
Something unique about the Hispanic culture is their family values. Families are close-knit with many US Hispanics living in multigenerational households. Hispanic Americans rely heavily on the guidance of their family and often consider each other when making business decisions.
Here’s how we know:
- 56% of Hispanic adults in the US have children and are 27% more likely than the overall US population to indicate their children have a significant impact on the brands they choose, according to MRI Doublebase’s 2018 findings.
Most afternoons at Moore, we take a few minutes to enjoy a “cafecito” — time spent catching up with our colleagues to talk about the day’s news or simply what’s going on in our worlds (the caffeine boost doesn’t hurt either). It’s time that we value, and it goes to show how Cuban coffee culture brings together people from all backgrounds. A traditional cafecito is typically produced in a mocha pot, an iconic and global symbol of coffee culture that guarantees an authentic taste. If your office isn’t equipped with a traditional mocha pot, we’ve discovered how to adapt the cafecito recipe to work in our electric coffee maker as well. We invite you and your colleagues to share in the tradition with our 7 Steps to the Perfect In-Office Cafecito!