The Challenge of the U.S. Hispanic Community: Underrepresented and Unrecognized

There are now more than 60 million Hispanics living in the United States. Like many other citizens, this vast community has significantly contributed to the country’s history, culture, and achievements. That’s why we have celebrated and recognized their contributions for over 50 years.

This month presents an excellent opportunity to connect with this community authentically. However, to achieve true loyalty and engagement from this audience, it is essential to maintain that connection throughout the year.

What do these two concepts mean?

The Hispanic community needs more representation and recognition in various aspects of U.S. society.

Representation seeks to ensure that people of Hispanic descent have a voice, visibility, and participation in decision-making processes, institutions, and positions of power.

Recognition goes beyond that. It refers to acknowledging and validating the Hispanic community’s presence, contributions, and importance within the broadest social context. Recognition involves raising awareness, promoting cultural understanding, and recognizing the Hispanic community’s unique experiences, history, and diversity.

Despite significant contributions to art, music, cuisine, and sports, they are often minimized or cast aside without crediting their roots. 

How do Hispanics feel?

The Hispanic Sentiment Study conducted by We Are All Human in collaboration with Nielsen recently revealed interesting data on Hispanic sentiment, comparing 2018 to 2023.

Here are some of the most relevant results: 

  • In 2018, 54% of Latinos believed big brands represented their values. This year, that number has dropped to 45%.
  • Latinos feel better reflected in small businesses at 67%.
  • Only 46% of Hispanics feel their values reflect what’s in the media.
  • Spanish language usage increased significantly from 63% to 77% in 2023.
  • Latinos feel more undervalued than five years ago, 43%, compared to 53% in 2018.
How do you recognize Hispanics?

Hispanic Heritage Month highlights and recognizes this community’s contributions to American society. This month offers opportunities for understanding, learning, and engaging with Hispanic culture, but it doesn’t stop there. You must continue finding ways to connect with the Hispanic audience year-round.

  • 84% of Latinos are loyal to and prefer big brands that value their community’s interests. 
  • 83% of Latinos are likelier to become customers if a brand plays a positive role in their community.

One of the most important things you can do is recognize and respect the identity of the Hispanic population and be present throughout the year. Highlighting their roots, customs, culture, language, and values will make your brand stand out, attracting the attention of the Hispanic consumer. 

Here are a few recommendations:

Hispanic artists and creators can drive visibility and appreciation for cultural heritage, generating a sense of belonging and pride in the community.

Hispanic Heritage Month should be an opportunity to soak in this community’s culture, history, and contributions to build authentic connections between your brand and the Hispanic audience. While this month is an excellent starting point for your marketing strategy, remember that to achieve true loyalty, you must keep the Hispanic community in mind all year. 

If you want to know more, read our article, “How do you build brand loyalty in the Hispanic market?

Remember that you can count on BOLD to create authentic campaigns connecting you with Hispanic audiences.

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