Table of Contents
Executive Summary
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- Market overview
- Analyst perspective:
- Video summary
- Top takeaways
- The opportunities
- Go below the surface culture
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- Figure 1: Factors that strengthen Hispanics’ connection with their groups, November 2019
- Understand the uniqueness of culture
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- Figure 2: Hispanics’ likelihood of their groups sharing their culture, by language spoken at home and household income, November 2019
- Celebrate Hispanics’ heritage
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- Figure 3: Hispanics’ attitudes toward sharing about their Hispanic/Latino roots, by language spoken at home, April 2018-June 2019
- Help Hispanics be who they want to be
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- Figure 4: Hispanics’ top priorities, indexed to all, November 2019
- What Hispanics want and why
The Market – What You Need to Know
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- Hispanics understand the influence of their groups/communities
- Groups/communities are rich in both the Hispanic and American cultures
- Hispanic demographics guide relationships and promote their culture
- Four distinct groups of Hispanics relate to their groups/communities differently
Hispanics’ Culture and Community
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- Hispanics are diverse
- Younger Hispanics more aware of others’ influence
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- Figure 5: Influence of groups/communities on Hispanics, by gender and age, November 2019
- Hispanics feel their groups/communities are influenced by both cultures
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- Figure 6: Influence of American and Hispanic cultures on groups/communities, by language spoken at home, November 2019
- Birds of a feather flock together
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- Figure 7: Hispanics’ attitudes toward diversity in their groups/communities, November 2019
Hispanics by the Numbers
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- There are 61 million Hispanics in the US
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- Figure 8: Population, by race and Hispanic origin, 2014-24
- Overarching Hispanic culture minimizes differences by country of origin
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- Figure 9: Hispanic population, by country of origin/heritage, 2017
- Hispanics’ youth influences how they relate to groups/communities
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- Figure 10: Hispanic share of total US population, by age, 2019
- Larger household sizes shape Hispanics’ social lives
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- Figure 11: Average number of people per household, by race and Hispanic origin, 2018
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- Figure 12: Households with related children, by race and Hispanic origin of householder, 2018
- About half of Hispanics are bilingual
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- Figure 13: Language Hispanics speak at home, April 2018-June 2019
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- Figure 14: Language Hispanics speak at home, by age, April 2018-June 2019
Market Factors
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- Lower median household incomes can restrict outside influences
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- Figure 15: Median household income, by race and Hispanic origin of householder, 2018
- Figure 16: Median income of all US households and Hispanic households, in inflation-adjusted dollars, 2007-18
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- Figure 17: Household income distribution, by race and Hispanic origin of householder, 2018
- Work-related groups become steadier as Hispanics get older
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- Figure 18: Share of Hispanics who changed jobs in the last 12 months, by age, indexed to all, April 2018-June 2019
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- Figure 19: Reasons why Hispanics changed jobs in the last 12 months, indexed to all, April 2018-June 2019
Hispanics and Community Attitudinal Segments
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- Hispanics approach their relationships to others in four different ways
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- Figure 20: Hispanics and community attitudinal segments, November 2019
- Proud Contributors (20%)
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- Figure 21: Profile of Proud Contributors, November 2019
- Acceptance Seekers (28%)
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- Figure 22: Profile of Acceptance Seekers, November 2019
- Status Quo Acceptors (20%)
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- Figure 23: Profile of Status Quo Acceptors, November 2019
- Silent Strangers (32%)
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- Figure 24: Profile of Silent Strangers, November 2019
What’s Happening – What You Need to Know
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- Bicultural Hispanics are a product of their bicultural surroundings
- Hispanics want to make a difference – and feel they are succeeding
- Discussing political views is not off the table, but must be handled with care
What’s Happening
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- Trend Driver: Identity
- Individuality and culture – Hispanics’ individuality is reflected in their biculturalism
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- Figure 25: Hispanics’ attitudes toward American and Hispanic music, news or sports, by language spoken at home, April 2018-June 2019
- Heritage – Spanish-dominant Hispanics especially like to share about their heritage
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- Figure 26: Hispanics’ attitudes toward sharing about their heritage, by language spoken at home, April 2018-June 2019
- Trend Driver: Rights
- Empowerment and respect – Hispanics want to make a difference
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- Figure 27: Hispanics’ attitudes toward their contributions, by level of acculturation, November 2019
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- Figure 28: Budweiser Typical American 2020 Super Bowl commercial, January 2020
- Figure 29: US Army Facebook post, November 2019-January 2020
What Needs to Be Handled with Care
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- Politics
- Hispanics’ political views run the gamut
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- Figure 30: Hispanics’ political views, indexed to all, November 2019
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- Figure 31: Hispanics’ political views, by household income and language spoken at home, November 2019
- Hispanics’ political engagement isn’t necessarily related to their ability to vote
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- Figure 32: Hispanics’ attitudes toward politics, by level of acculturation, November 2019
The Consumer – What You Need to Know
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- Hispanics need introductions to form groups
- Hispanics see many factors connecting them to their groups/communities
- Culture is personal – Hispanics don’t think their groups share their own
- Hispanics prioritize in-person groups over online groups
- Groups/communities can help Hispanics to excel
Groups/Community Origins
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- Trust is the foundation of groups/communities
- Familiarity trumps common interests
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- Figure 33: How Hispanics meet people they spend their leisure time with, November 2019
- Circumstances dictate circle of influence
- Family is a haven; relationships beyond family can be circumstantial and subject to change
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- Figure 34: How Hispanics meet people they spend their leisure time with, by age, November 2019
- Hispanics’ confidence is reflected in how they interact with groups
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- Figure 35: How Hispanics meet people they spend their leisure time with, by perception of financial health, November 2019
Factors Strengthening Groups/Community
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- Groups are multidimensional
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- Figure 36: Factors that strengthen Hispanics’ connection with their groups, November 2019
- Figure 37: Factors that strengthen Hispanics’ connection with their groups, by Hispanics and community attitudinal segments, November 2019
- Food
- Hispanics are enthusiastic about cooking for others
- Company when dining out enhances Hispanics’ experience
- Culture and hobbies
- Culture as a unifying factor decreases with acculturation
- English-dominant Hispanics define culture differently
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- Figure 38: Factors that strengthen Hispanics’ connection with their groups – culture and hobbies, by language spoken at home and household income, November 2019
- Language
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- Figure 39: Factors that strengthen Hispanics’ connection with their groups – language, by language spoken at home and household income, November 2019
- Work
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- Figure 40: Factors that strengthen Hispanics’ connection with their groups, by employment status, November 2019
- TURF analysis – Factors strengthening connection to community
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- Figure 41: TURF Analysis – community connectors, November 2019
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- Figure 42: Table - TURF Analysis – community connectors, November 2019
Groups/Community Qualities
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- Hispanics see groups/community as a two-way relationship
- Online groups/communities are less personal
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- Figure 43: Qualities Hispanics see in groups/communities – in-person vs online, November 2019
- Groups become more homogeneous with age
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- Figure 44: Hispanics’ exposure to new ideas – in-person groups, by gender and age, November 2019
- The majority of Hispanics don’t think their groups share their culture
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- Figure 45: Hispanics’ perception of their in-person groups sharing their culture, by language spoken at home and household income, November 2019
- Conservatives don’t feel that their opinions are valued
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- Figure 46: Hispanics’ belief that their contributions are valued, by political views, November 2019
Hispanics’ Top Priorities
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- Hispanics’ priorities suggest search for acceptance
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- Figure 47: Hispanics’ top priorities, indexed to all, November 2019
- Lifestage dictates priorities
- Financially, Hispanic men and women have different priorities
- Older Hispanic women choose God, older men choose country
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- Figure 48: Hispanics’ top priorities, by gender and age, November 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- TURF methodology
- A note about acculturation
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