Latinx Consumers Care About Brand Beliefs and Transparency

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. Shared beliefs and meaningful actions “What is important to me, besides the overall quality of the products and health benefits, is what the company stands for. Factors such as how they value employees, sustainability, inclusivity and their philanthropic initiatives impact my buying decisions. I am more likely to purchase from brands whose message is authentic and meaningful. D&I is trending and it’s important that companies are taking real action outside of their marketing campaigns. I love supporting small businesses, LatinX-owned businesses or even bigger brands whose progressive messaging is backed up by actions (shout-out to Ben & Jerry’s). I am willing to pay a premium for products in which the company’s values align with mine and have a mission I believe in.”—Debbie Arreola, performance marketing manager, Facebook Adweek Podcast: Hispanic/Latinx Heritage Month Stamp of approval by peers and influencers “When I think about my purchasing habits, I tend to be a curious and emotional shopper. Emotional in that I love to support good people making good things, so I tend to shop whatever brand or product a friend swears by or even worked on—support will always be my #1 motivator. And I’m curious in a way that I like to know what’s new on the market (everything from tech to beauty) and obviously try out whatever TikTok swears by.”—Alekza Latte Estrella, senior brand manager, Foot Locker Women A personalized consumer approach "Brands that harness the power of personalization and understand what's important to me always get my business. Of equal importance are brands that put their money where it matters, demonstrate empathy, and invest in social causes. I especially love products that align with my values, solve a problem, have a unique story to tell and hold up their commitments to quality."—Ada Agrait, vp, commercial integrated marketing, Microsoft Support for the people behind the brand vs price points “We currently live in a world where products are abundant and are pushed to us at every waking second. When I am looking at what kind of consumer goods I want to support, I try to focus on smaller brands. I am impacted by people before products. I would much rather pay a premium to support a Latinx company that is slowly breaking into the DTC space than a cheaper product with the same benefits. We are in a people-to-people industry. Support the communities that supported you. Put money back into the community from which you came. It goes a long way.”—Estefi Herrera, integrated marketing associate, Morning Brew We are in a people-to-people industry. Support the communities that supported you. Put money back into the community from which you came.Estefi Herrera, Morning Brew Reflection of cultural values and passions “It would not be groundbreaking to say that Latinos are a complex fabric and our consumer decisions are not indifferent to those characteristics. In Latino households, the share of wallet can be divided by price in one category and by love and tradition in the next. Latino communities and their local specificities are incredible opportunities to build on the values that matter to people today: blending their worlds, celebrating, being better together, challenging each other. The market demands that brands respond to these emotional challenges accompanying the local reality: it will always resonate with the Latino community if they comply.”—Cecilia Soto, real time amplification manager, The Coca-Cola Company Transparency of the entire product roadmap “As a Latina living in New York for the last 5 years, I value convenience and quality of consumer goods overall. Having such a quick-paced life, I need products that are available at my fingertips but that are worth their price, effective and reflect my values. I’m willing to pay a higher price point for products that take care of the environment through sustainable production methods and are good to my body through quality ingredients. I also value companies that are transparent with their ingredients, their sources of production and that give easy access to real consumer reviews.”—Denisse Guerra, general manager of Estee Lauder Latin America, The Estee Lauder Companies Multicultural Agencies Explain How Brands Can Build Credibility With Hispanic American Audiences

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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

Shared beliefs and meaningful actions

Luz Corona

Julian Gamboa

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Shared beliefs and meaningful actions

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Luz Corona

Julian Gamboa