Tips for Success

Latinx Consumers Care About Brand Beliefs, Peer Approval, and Product Transparency

Marketers from Facebook, Coca-Cola, Microsoft and more share the motivations behind the community with $1.7 Trillion Buying Power

Compilation of headshots with text: Adweek Hispanic Heritage Month — Hispanic and Latinx consumers care about the quality of products and shared cultural values.Collage by Adweek

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

According to research conducted by The Hispanic Star, Hispanic buying power is currently at $1.7 trillion. While brands have undoubtedly made significant efforts to reach this key demographic, few have been able to really crack the code on what drives Hispanic and Latinx consumers in their purchase behaviors.

We asked marketers from Facebook, Coca-Cola, Microsoft and more—what factors are most important to you when it comes to shopping for consumer goods? From the quality of products to shared cultural values, here’s what today’s Latinx consumers had to say about the deciding factors in their purchases.