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Hispanic Heritage Month, celebrated from September 15 to October 15, honors the rich cultural contributions of Hispanic and Latino communities in the United States. The monthlong observance begins mid-month to coincide with the independence anniversaries of several Latin American countries, including Mexico, Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. It also recognizes the impact Hispanic Americans have had on various facets of U.S. society, including arts, science and business, and serves as a time to highlight the cultures, traditions and histories within the Hispanic community.

For businesses, Hispanic Heritage Month offers an opportunity to emphasize the importance of engaging with one of the fastest-growing consumer segments in the United States. According to Statista, more than 60 million Hispanics live in the United States – roughly 20% of the total population and growing. Hispanic buying power is expected to grow to  $2.8 trillion by 2026, representing 12.1% of total U.S. buying power. Effectively reaching this audience requires a nuanced approach that goes beyond translating marketing materials into Spanish. Brands should aim to understand the backgrounds, values and experiences within the Hispanic community, which includes people from over 20 countries with unique traditions and dialects.

In Florida, home to Moore’s headquarters and considered a gateway to the Americas, Latinos account for almost 30% of the population. With our 30+ years of reaching target audiences and inspiring action, we understand that businesses wanting to reach this audience should develop marketing campaigns that resonate. This includes partnering with Hispanic influencers, creating content that reflects the community’s values and authentically celebrating Hispanic cultures.

Additionally, using bilingual messaging, highlighting community stories and supporting causes important to Hispanic communities can build trust and loyalty. Businesses that make a genuine effort to engage with Hispanic consumers will be more likely to cultivate lasting relationships.

Understanding demographic data about the Hispanic audience is key to crafting marketing strategies that resonate and drive engagement with your organization. By analyzing factors such as age, income levels, language preferences, geographic location and backgrounds, businesses can create targeted campaigns that align with the values, interests and needs of different Hispanic subgroups. For example, knowing whether a large portion of your target audience speaks primarily Spanish or English helps tailor communication appropriately, while recognizing nuances can make content more relatable and authentic.

This data-informed approach allows businesses to reach their audience effectively, ensuring that messages resonate with the right people at the right time, ultimately leading to stronger connections, higher engagement and better marketing and business outcomes.

Here are a few data points worthy of consideration:

• Many U.S. Hispanics are immersed in both American and Latino culture. They’re largely bilingual and bicultural, with 75% speaking Spanish at home. 
• Florida Latinos are older than Latinos nationally. The median age in Florida is 35, and the average U.S. Latino is only 29.
• 87% of Hispanics use social media vs 85% for non-Hispanics.
• 88% watch streaming content vs. 79% for non-Hispanics.
• Hispanics are 20% more likely than non-Hispanics to stream AM/FM broadcast radio stations online.

At Moore, audience insights and engagement are at the forefront of everything we do. Our approach goes beyond traditional demographics and is rooted in a comprehensive analysis of qualitative and quantitative data, gathered from public and proprietary sources. We pride ourselves in creating campaigns that are authentic to the audience and impactful in our reach. By leveraging analytics and creative thinking, we ensure that every campaign we develop is grounded in solid insights and designed to achieve maximum success.  

Interested in learning how your brand can more authentically connect with Spanish language audiences?

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