Hispanic Heritage Month and Beyond: Understanding Latino Insights

Every September, brands across the United States launch Hispanic Heritage Month campaigns. Shelves fill with themed packaging, and social media feeds light up with messages of inclusion. These initiatives matter, but they often reveal only the surface of a much deeper truth: Latino influence is no longer a cultural add-on; it is central to America's growth.

According to the Hispanic Market Guide, U.S. Latinos represent over 60 million people and account for nearly 20% of the population. Their purchasing power exceeds $3.4 trillion, making them one of the most powerful consumer groups in the world. Yet despite these numbers, too many brands still approach Latino engagement as a one-size-fits-all campaign or a seasonal push during Hispanic Heritage Month.

The reality is more complex and more promising. Latino identity is local, diverse, and dynamic. Understanding this requires a shift from broad labels to nuanced insights that reflect the complexities of real communities.

From Margin to Mainstream

In our earlier article, Latino Consumers Are Redefining the U.S. Marketplace: Is Your Brand Listening?, we highlighted the growth trajectory of Latino consumers as a defining force in the U.S. economy. What is now even clearer is how this influence plays out locally.

While Latinos share common cultural threads, their behaviors, values, and language preferences vary by origin, generation, and geography. A first-generation Dominican family in New York City, a third-generation Mexican-American household in Texas, and a Colombian millennial in Miami may all identify as Latino, but their consumer journeys differ significantly.

This diversity is not a challenge; it is an opportunity. Brands that learn to recognize, segment, and authentically represent these differences position themselves for stronger relevance and sustainable growth.

Why Latino Identity Is Local

Latino identity in the United States is both unified and diverse, with a complex interplay of factors shaping its expression. While “Latino” serves as a powerful collective identity, the lived experiences of Latinos vary by region, generation, and cultural background. To understand consumer behavior, brands need to see Latino identity not as a single block but as a network of local realities that drive different choices and expectations.

1. Regional Nuance Shapes Behavior

Latinos are not evenly distributed across the United States, and their regional presence shapes consumption patterns. Mexican-origin Latinos dominate the Southwest and West Coast, Puerto Ricans and Dominicans are concentrated in the Northeast, and Cubans remain a significant population in South Florida. These geographic concentrations influence everything from grocery purchases to political engagement.

For brands, this means hyper-local adaptation matters. A campaign that resonates in Los Angeles, where Mexican culinary traditions are dominant, may miss the mark in Philadelphia, where Puerto Rican households shape their grocery baskets differently. Local segmentation enables brands to tailor their offerings to regional identities, rather than relying on a generalized “Latino strategy.”

2. Language and Cultural Orientation Matter

Language remains a powerful marker of identity, but it is evolving. 75% of U.S. Latinos say they can carry on a conversation in Spanish, yet younger generations are more English-dominant. Importantly, 78% believe it is not necessary to speak Spanish to be considered Latino.

This creates a nuanced environment for marketers. Spanish-language outreach remains important, particularly in trust-based categories such as finance and healthcare; however, bilingual or English-first content may resonate more effectively with younger consumers. A singular language strategy is no longer sufficient.

3. Identity Is Both Shared and Personal

Identity labels vary: some prefer “Hispanic,” others “Latino,” and many identify by their country of origin. Some Latinos balance a dual identity, being both strongly American and deeply connected to their cultural heritage. This duality shapes purchase decisions and influences how they respond to representation.

For research purposes, this means that segmentation must account for both self-identification and demographic factors. A consumer who identifies as Colombian American may view authenticity differently from one who simply identifies as Latino.

The Role of Trust and Representation

Trust is a recurring theme in Latino behavior insights. 64% of Hispanic consumers seek out brands that acknowledge their culture and traditions. Moreover, Latinos are more likely than the general population to reward brands that demonstrate a long-term commitment to their community, rather than just short-term campaigns.

This is particularly true for younger Latinos, who are skeptical of brands that appear opportunistic. Representation must extend beyond advertising into product design, packaging, customer service, and corporate responsibility.

Practical steps include:

• Featuring Latino talent not only in ads but also in product development and research.

• Designing bilingual packaging and instructions for household products.

• Sponsoring local initiatives that support Latino communities year-round.

Where Hyper-Cultural Insights Drive the Most Impact

The Latino influence is visible across every primary sector, but the impact is especially clear in categories tied to identity, daily routines, and trust.

1. Media and Digital Behavior

Latino consumers are more engaged with mobile and digital platforms than the general population. They over-index in streaming, social media, and influencer engagement, making them critical drivers of digital culture.

For brands, this means Latino consumers are not just audiences, but trendsetters in digital culture. Failing to adapt digital strategies to Latino behaviors is a missed opportunity. Campaigns optimized for mobile streaming, influencer partnerships, and short-form video content align directly with Latino digital preferences.

2. Food and Beverage

Food is one of the clearest expressions of Latino influence in mainstream America. Latinos spend more on groceries than non-Hispanic households. Their demand for fresh ingredients, spices, and culturally rooted products continues to expand shelf space.

For brands, this highlights two implications: first, innovation in flavor and authenticity is a growth driver; second, ignoring Latino culinary influence risks irrelevance. From adobo-seasoned snacks to aguas frescas in mainstream beverage aisles, Latino food culture shapes the national palate.

3. Financial Services and Trust-Based Categories

Beyond CPG, sectors like financial services, healthcare, and education also exhibit unique dynamics. Latinos often rely on family and community networks when making decisions in high-trust categories. Brands that provide culturally competent guidance and local outreach gain disproportionate trust in this category.

This lesson extends to other trust-sensitive areas like healthcare and insurance. Representation, accessibility, and linguistic support have a direct influence on uptake.

From Local Insight to Lasting Growth

General-market approaches fail to capture the complexity of Latino consumers. Winning with Latino audiences requires more than demographic targeting. It calls for a fundamental shift in how research, segmentation, and activation are designed.

For researchers and strategists, this means:

• Smarter Sampling: Build panels that reflect bilingual, bicultural, and regional diversity.

• Behavioral Segmentation: Go beyond ethnicity to motivations, values, and household decision roles.

• Culturally Adapted Methodologies: From survey phrasing to moderator selection, methods must reflect cultural realities.

This Hispanic Heritage Month, the opportunity is clear. Latinos are not a seasonal audience or a niche market. They are shaping mainstream America in ways that require year-round investment. The brands that commit to cultural intelligence today will build relevance, trust, and growth for tomorrow.

At DataSense, we’ve seen how these practices move insights from abstract numbers to actionable intelligence. Our bilingual panels, segmentation frameworks, and culturally adapted tools ensure that Latino voices are not only included but also centered in strategy.

Let’s talk about how custom segmentation and regional panels can help you connect with Latino audiences where it matters most.

Sources:

Key facts about U.S. Latinos for National Hispanic Heritage Month – Pew Research Center, 2023

Latinos’ Views of and Experiences With the Spanish Language – Pew Research Center, 2023

Creating marketing impact with the Hispanic community – Kantar, 2023

The 2024 U.S. Hispanic Market Report – Claritas, 2023