The Ultimate Guide to Marketing to Hispanic Consumers in 2025

Hispanic consumers represent one of the most influential and fastest-growing market segments in the United States. With a buying power of over $2.8 trillion, this demographic is reshaping industries and creating new opportunities for businesses that understand their unique preferences and behaviors. For brands looking to stay competitive, ignoring marketing to Hispanic consumers is no longer an option—it’s a missed opportunity.

In this ultimate guide, we’ll explore everything you need to know to successfully market to Hispanic consumers in 2025. From the latest trends in digital engagement and influencer marketing to the importance of cultural authenticity and language strategies, we’ll provide actionable insights and real-world examples to help your brand connect with this vibrant and growing audience.

Contents

• Hispanic Consumer Spending Trends in 2025
• Understanding the Hispanic Consumer Market in 2025
  • Key Characteristics of Hispanic Consumers
  • Spanish vs. Bilingual Marketing Strategies
  • Marketing to First-Gen vs. Second-Gen Hispanic Consumers
• Effective Strategies for Reaching Hispanic Consumers in 2025
  • Social Media Trends Among Hispanic Audiences
  • Crafting Culturally Relevant Campaigns
  • Partnering with Hispanic Influencers for Authentic Engagement
• Common Mistakes Brands Make in Hispanic Marketing Campaigns
• Successful Marketing to Hispanic Consumers Campaigns
• Mastering Hispanic Marketing in 2025

Hispanic Consumer Spending Trends in 2025

Hispanic consumers are not only growing in numbers but also in economic influence. In 2025, the U.S. Hispanic population has reached 66 million, making up nearly 20% of the total population, despite Trump’s latest policies. By 2050, the Hispanic population in the U.S. is projected to reach 90.5 million people, solidifying their position as a driving force in the nation’s cultural and economic landscape. This growth is accompanied by a significant increase in disposable income, as Hispanic households continue to climb the economic ladder.

Here are 4 main Hispanic consumer key spending trends to watch in 2025:

1. Preference for Authentic and Culturally Relevant Brands

Hispanic consumers prioritize authenticity and cultural connection. Brands that celebrate Hispanic heritage, traditions, and values in their marketing efforts are more likely to earn trust and loyalty. For example, campaigns that highlight family, community, and cultural pride often resonate deeply with this audience.

2. Digital-First Shopping Behaviors

Hispanic consumers are highly active online, with a strong preference for mobile shopping. In 2025, businesses must prioritize mobile-friendly websites, apps, and social media platforms to reach this tech-savvy audience. Platforms like Instagram, TikTok, and YouTube are particularly popular among younger Hispanic consumers.

3. Increased Spending on Health, Wellness, and Education

As Hispanic families continue to prioritize upward mobility, spending on health, wellness, and education is on the rise. Brands that offer products or services in these categories—such as bilingual educational tools, health-conscious food options, or fitness programs—will find a receptive audience.

4. Sustainability and Social Responsibility

Hispanic consumers are increasingly drawn to brands that align with their values, including sustainability and social responsibility. Companies that demonstrate a commitment to environmental causes or community support will stand out in this market.

Understanding the Hispanic Consumer Market in 2025

With a population that’s younger, more digitally connected, and more culturally vibrant than ever, Hispanic consumers are reshaping industries and setting new standards for brand engagement. To successfully connect with this audience, businesses must move beyond surface-level strategies and develop a deep understanding of their unique characteristics, preferences, and behaviors. 

Key Characteristics of Hispanic Consumers

To effectively market to Hispanic consumers in 2025, businesses must first understand the core characteristics that define this diverse and dynamic demographic. Hispanic consumers are not a monolith—they represent a wide range of cultures, backgrounds, and experiences. However, there are shared values, preferences, and behaviors that can guide your marketing to Hispanic consumers strategy and help you connect with this audience on a deeper level.

Core Values That Drive Hispanic Consumers

• Family-Centric Mindset

Family is at the heart of Hispanic culture. For many Hispanic consumers, purchasing decisions are influenced by what benefits their families, whether it’s education, health, or entertainment.

• Cultural Pride and Heritage

Hispanic consumers take immense pride in their cultural roots. They value brands that authentically celebrate their heritage, traditions, and language.

• Community and Social Connections

Community plays a significant role in the lives of Hispanic consumers. They are more likely to trust recommendations from friends, family, and influencers within their community.

Preferences That Shape Purchasing Decisions

• Bilingual and Culturally Relevant Content

While many Hispanic consumers are bilingual, language preference varies by generation. First-generation Hispanics may prefer Spanish-language content, while second- and third-generation consumers often engage more with English or bilingual messaging.

• Quality and Value

Hispanic consumers are discerning shoppers who prioritize quality and value. They are willing to invest in products and services that offer long-term benefits, but they also appreciate affordability.

• Digital Engagement

Hispanic consumers are highly active on digital platforms, with a strong preference for social media, video content, and mobile shopping.

Behaviors That Define Their Consumer Journey

• Tech-Savvy and Mobile-First

Hispanic consumers are early adopters of technology and rely heavily on smartphones for research, shopping, and entertainment. A mobile-first approach—optimized websites, apps, and mobile ads—is essential to capture their attention.

• Brand Loyalty with a Twist

While Hispanic consumers are loyal to brands that earn their trust, they are also open to trying new products that align with their values. Brands that consistently deliver on their promises and engage authentically can build long-term loyalty.

• Desire for Representation and Inclusion

Hispanic consumers want to see themselves represented in advertising and media. Brands that feature diverse Hispanic voices, stories, and faces in their campaigns are more likely to earn trust and loyalty.

Spanish vs. Bilingual Marketing Strategies

The Importance of Spanish-Language Marketing to Hispanic Consumers

For many Hispanic consumers, particularly first-generation immigrants and older demographics, Spanish is the primary language spoken at home. However, simply translating English content into Spanish isn’t enough. Effective Spanish-language marketing requires cultural nuance, idiomatic accuracy, and an understanding of regional dialects. For example, the Spanish spoken in Mexico differs from that in Puerto Rico or Argentina, and tailoring your messaging to these variations can enhance its impact.

The Rise of Bilingual Marketing Strategies

While Spanish remains important, using bilingual marketing strategies is becoming crucial because the Hispanic population in the U.S. is overwhelmingly young, with comprising approximately 22% of all Millennials, 25% of Gen Z, and nearly 27% of Gen Alpha. Young Hispanic consumers often switch seamlessly between English and Spanish, depending on the context.

Examples of Effective Bilingual Marketing:

• Code-Switching in Ads: Incorporating both languages in a single ad, such as using Spanish for emotional moments and English for product details, can create a dynamic and engaging experience.
• Social Media Campaigns: Platforms like Instagram and TikTok are ideal for bilingual content, where hashtags, captions, and comments often blend languages.
• Localized Messaging: Tailoring content to specific regions or communities, where language preferences may vary, shows a deeper understanding of your audience.

Key Considerations for Language Strategy in 2025

• Know Your Audience: Conduct research to understand the language preferences of your target demographic. Are they primarily Spanish-speaking, bilingual, or English-dominant?
• Avoid Stereotypes: Not all Hispanic consumers speak Spanish, and assuming so can alienate parts of your audience. Balance is key.
• Invest in Quality Translation: Poorly translated content can come across as inauthentic or even offensive. Work with native speakers and cultural consultants to ensure accuracy and relevance.
• Test and Optimize: Use A/B testing to determine which language strategies resonate most with your audience and refine your approach accordingly.

Marketing to First-Gen vs. Second-Gen Hispanic Consumers

When marketing to Hispanic consumers in 2025, understanding generational differences is critical. First-generation (first-gen) and second-generation (second-gen) Hispanic consumers have distinct cultural experiences, values, and preferences that shape their purchasing behaviors. Tailoring your strategies to address these differences can help your brand resonate more deeply with each group.

Key Strategies for Bridging Generational Gaps

• Segment Your Audience: Use data and analytics to identify whether your target audience leans more first-gen or second-gen, and tailor your messaging accordingly.
• Celebrate Cultural Nuances: Recognize the differences in how each generation connects with their heritage. For example, first-gen consumers may resonate more with traditional imagery, while second-gen consumers might prefer modern interpretations of cultural themes.
• Leverage Technology: Second-gen consumers are highly digital, so invest in social media, mobile-friendly platforms, and personalized marketing to Hispanic consumers. For first-gen consumers, consider platforms like WhatsApp or Facebook, which are widely used in this demographic.
• Create Inclusive Campaigns: Develop campaigns that appeal to both generations by highlighting shared values, such as family, community, and cultural pride, while respecting their unique perspectives.

Effective Strategies for Reaching Hispanic Consumers in 2025

In 2025, reaching Hispanic consumers will require more than just translating content into Spanish or adding a few cultural touches—it will demand a deep understanding of their values, preferences, and behaviors. From leveraging digital platforms to embracing bilingual messaging and celebrating cultural moments, the key to success lies in authenticity and adaptability. 

Social Media Trends Among Hispanic Audiences

Hispanic consumers are over-indexed on social media usage compared to other demographic groups. They spend more time on platforms like Instagram, TikTok, YouTube, and Facebook, using these channels not just for entertainment but also for discovering brands, researching products, and engaging with content. Understanding the latest social media trends and leveraging them effectively can help your brand stand out in this competitive space.

Key Social Media Trends Among Hispanic Audiences in 2025

1. The Rise of Short-Form Video Content

Platforms like TikTok, Instagram Reels, and YouTube Shorts are hugely popular among Hispanic consumers, especially younger generations. Short, engaging videos that tell a story, showcase products, or highlight cultural moments can capture attention quickly and drive engagement.

2. Influencer Marketing and Authenticity

Hispanic consumers trust influencers who reflect their values and experiences. Micro-influencers—individuals with smaller but highly engaged followings—are particularly effective because they feel more relatable and authentic. Partnering with Hispanic influencers who align with your brand can amplify your reach and credibility.

3. Bilingual and Spanglish Content

As mentioned earlier, many Hispanic consumers, especially second-gen and younger audiences, navigate between English and Spanish seamlessly. Bilingual or Spanglish content feels natural and inclusive, making it a great way to connect with a broader audience.

4. Interactive and User-Generated Content

Hispanic consumers love to participate in challenges, polls, and contests. User-generated content (UGC) campaigns that encourage them to share their experiences with your brand can create a sense of community and boost brand loyalty.

5. Social Commerce Growth

Social media platforms are increasingly integrating shopping features, allowing users to purchase products directly from posts or ads. Hispanic consumers, who are avid online shoppers, are embracing this trend. Brands that optimize their social commerce strategies—such as shoppable posts or live shopping events—can tap into this growing opportunity.

Platforms to Watch in 2025

• Instagram: A favorite among Hispanic Millennials and Gen Z, Instagram is ideal for visually-driven content, influencer collaborations, and shoppable posts.
• TikTok: With its explosive growth among younger Hispanic audiences, TikTok is perfect for viral challenges, short-form videos, and trend-driven campaigns.
• YouTube: Hispanic consumers spend significant time on YouTube, making it a great platform for long-form video content, tutorials, and storytelling.
• Facebook: While its popularity has waned among younger users, Facebook remains a key platform for first-gen Hispanic consumers, particularly for community groups and local business engagement.
• WhatsApp: Widely used for communication among Hispanic families, WhatsApp offers opportunities for personalized marketing to Hispanic consumers and customer service.

Tips for Success on Social Media

• Be Authentic: Hispanic consumers can spot inauthentic content from a mile away. Focus on creating genuine, culturally relevant campaigns that reflect their values and experiences.
• Engage, Don’t Just Broadcast: Social media is a two-way street. Respond to comments, messages, and mentions to build relationships with your audience.
• Leverage Data: Use analytics to understand which platforms and content types resonate most with your target audience, and refine your strategy accordingly.
• Celebrate Culture: Highlight Hispanic holidays, traditions, and milestones in your content to show that your brand understands and values their culture.

Crafting Culturally Relevant Campaigns

In 2025, storytelling remains one of the most effective ways to connect with Hispanic consumers. For this audience, stories are more than just marketing—they’re a way to celebrate heritage, share experiences, and build emotional connections. Crafting culturally relevant campaigns that resonate with Hispanic values, traditions, and aspirations can set your brand apart and foster long-lasting loyalty.

Key Elements of Culturally Relevant Storytelling

1. Celebrate Family and Community

Family is at the heart of Hispanic culture, and stories that highlight familial bonds, multigenerational relationships, and community connections resonate deeply. For example, a campaign showcasing a family gathering for a traditional meal or celebrating a milestone together can evoke strong emotions and create a sense of belonging.

2. Incorporate Cultural Traditions

Hispanic consumers take pride in their cultural heritage, and campaigns that honor traditions—such as Día de los Muertos, Quinceañeras, or Las Posadas—can create a powerful emotional connection. Authenticity is key here; avoid stereotypes and ensure your portrayal of these traditions is respectful and accurate.

3. Highlight Shared Values

Stories that reflect values like resilience, hard work, and optimism align well with the experiences of many Hispanic consumers. For instance, a campaign that tells the story of an immigrant family achieving their dreams through perseverance can inspire and resonate with your audience.

4. Use Relatable Characters and Voices

Representation matters. Feature Hispanic actors, influencers, and real people in your campaigns to ensure your stories feel genuine and inclusive. Second-gen consumers, in particular, appreciate seeing characters who navigate the balance between their Hispanic heritage and American identity.

Tips for Crafting Culturally Relevant Campaigns

• Do Your Research: Understand the cultural nuances, traditions, and values of your target audience. Partner with cultural consultants or Hispanic creatives to ensure authenticity.
• Focus on Emotions: Stories that evoke emotions—whether joy, nostalgia, or inspiration—are more likely to leave a lasting impression.
• Be Inclusive: Represent the diversity within the Hispanic community, including different countries of origin, generations, and lifestyles.
• Test and Iterate: Gather feedback from Hispanic consumers to refine your storytelling and ensure it resonates.

Partnering with Hispanic Influencers for Authentic Engagement

Hispanic consumers are highly influenced by recommendations from people they trust, whether it’s family, friends, or social media personalities. Influencers, particularly those who share their cultural background and values, can bridge the gap between brands and consumers.

Key Trends in Hispanic Influencer Marketing for 2025

• The Rise of Micro-Influencers

Micro-influencers (those with 10,000 to 100,000 followers) are particularly effective for reaching Hispanic audiences. They often have higher engagement rates and more niche followings, making them ideal for targeted campaigns.

• Bilingual and Spanglish Content

Many Hispanic influencers, especially second-gen and younger creators, navigate between English and Spanish in their content. Bilingual or Spanglish campaigns can appeal to a broader audience while maintaining cultural authenticity.

• Focus on Storytelling

Influencers who excel at storytelling can create compelling narratives around your brand. Whether it’s sharing personal experiences or showcasing how your product fits into their daily lives, storytelling adds depth and relatability to your campaigns.

• Community-Driven Campaigns

Hispanic influencers often have strong ties to their communities, making them ideal partners for campaigns that emphasize local events, traditions, or causes. For example, an influencer could promote a brand’s involvement in a cultural festival or charity event.

How to Partner with Hispanic Influencers Effectively

1. Choose the Right Influencers

Look for influencers whose values, content, and audience align with your brand. Consider factors like:

• Cultural authenticity: Do they celebrate their Hispanic heritage in a way that resonates with your target audience?
• Engagement rates: Are their followers actively interacting with their content?
• Niche relevance: Do they specialize in topics related to your industry (e.g., food, fashion, fitness)?

2. Choose the Right Influencers

Give influencers creative freedom to develop content that feels genuine to their personal brand. Authenticity is key to building trust with their audience. For example, instead of a scripted ad, an influencer could share a personal story about how your product has impacted their life.

3. Leverage Multiple Platforms

Hispanic influencers are active across various platforms, including Instagram, TikTok, YouTube, and Facebook. Tailor your campaigns to the strengths of each platform.

4. Highlight Cultural Moments

Collaborate with influencers to create content around cultural holidays, traditions, or milestones. For example:

• A cooking influencer could share traditional recipes using your product during Hispanic Heritage Month.
• A lifestyle influencer could showcase how they celebrate Día de los Muertos with your brand’s offerings.

5. Measure and Optimize

Track the performance of your influencer campaigns using metrics like engagement rates, click-through rates, and conversions. Use this data to refine your strategy and identify which influencers deliver the best results.

Localized SEO: How to Optimize for Hispanic Audiences

Hispanic consumers often search for content in both English and Spanish, and their queries may include region-specific terms or cultural references. Localized SEO helps your brand appear in these searches by aligning your content with the language, location, and preferences of your target audience.

Key Strategies for Localized SEO Targeting Hispanic Audiences

1. Use Bilingual Keywords and Phrases

Hispanic consumers often use a mix of English and Spanish (or Spanglish) in their searches. Incorporate long-tail keywords in both languages to capture a wider audience. For example:

• English: “best family restaurants near me”
• Spanish: “mejores restaurantes para familias cerca de mí”
• Spanglish: “best lugares to eat with familia”

2. Optimize for Local Search Intent

Many Hispanic consumers search for businesses or services in their local area. To capture this traffic:

• Include city or neighborhood names in your keywords (e.g., “Mexican grocery store in Miami” or “panadería en Los Angeles”).
• Create location-specific landing pages with localized content, such as store hours, directions, and community events.
• Claim and optimize your Google My Business listing with accurate information, photos, and reviews in both English and Spanish.

3. Create Culturally Relevant Content

Develop blog posts, articles, and guides that address the interests and needs of Hispanic consumers. For example:

• “How to Celebrate Día de los Muertos with Your Family”
• “Top 10 Hispanic-Owned Businesses in [City]”
• “Traditional Hispanic Recipes for the Holidays”

Ensure your content is written in a way that reflects cultural nuances and values, such as family, community, and tradition.

4. Leverage Local Backlinks

Build relationships with local Hispanic organizations, influencers, and media outlets to earn backlinks from reputable sources. For example:

• Partner with Hispanic community centers or cultural festivals.
• Collaborate with local Hispanic bloggers or influencers to create content that links back to your site.
• Submit press releases to Spanish-language news outlets or directories.

5. Use Structured Data Markup

Implement schema markup to help search engines understand your content and improve your visibility in local search results. For example, use local business schema to highlight your address, phone number, and business hours.

Tools to Enhance Your Localized SEO Strategy

• Google Trends: Identify trending topics and search terms among Hispanic audiences.
• Hreflang Tags: Use these HTML tags to indicate the language and regional targeting of your pages, helping search engines serve the right content to the right audience.
• Translation Tools: Work with professional translators or tools like DeepL to ensure your Spanish-language content is accurate and culturally appropriate.

Facebook Ads and Google Ads for Hispanic Consumers

With their advanced targeting capabilities and vast user bases, Facebook Ads and Google Ads offer unparalleled opportunities to connect with this influential demographic. By tailoring your ad strategies to the preferences and behaviors of Hispanic audiences, you can maximize your ROI and build lasting brand loyalty.

Key Strategies for Ads Targeting Hispanic Consumers

1. Target by Location and Interests (Facebook)

Use Facebook’s geo-targeting features to reach Hispanic consumers in specific regions or neighborhoods. Additionally, target users based on interests like Hispanic music, TV shows, or cultural events.

2. Test Different Ad Formats (Facebook)

Experiment with various ad formats to see what resonates most with your audience:

• Video Ads: Share stories or testimonials that connect emotionally.
• Carousel Ads: Showcase multiple products or features, such as a collection of items for a cultural holiday.
• Story Ads: Use full-screen, immersive ads to capture attention on Facebook and Instagram.

3. Retarget Engaged Users (Facebook)

Use Facebook’s retargeting tools to reach users who have interacted with your brand, such as visiting your website or engaging with previous ads. This helps reinforce your message and drive conversions.

4. Use Responsive Search Ads (Google)

RSAs allow you to input multiple headlines and descriptions, which Google automatically tests and optimizes. This is particularly useful for reaching bilingual audiences, as you can include both English and Spanish variations.

5. Leverage YouTube Ads (Google)

Hispanic consumers spend significant time on YouTube, making it a powerful platform for video ads. Consider:

• TrueView Ads: Skippable ads that allow users to engage only if they’re interested.
• Bumper Ads: Short, non-skippable ads that reinforce your message.
• In-Stream Ads: Ads that play before or during popular videos.

Tips for Success with Facebook and Google Ads

• A/B Test Your Campaigns

Test different ad creatives, headlines, and targeting options to identify what resonates most with your audience. Use the insights to refine your strategy.

• Monitor and Optimize Performance

Regularly review your ad performance metrics, such as click-through rates (CTR), conversion rates, and cost per acquisition (CPA). Adjust your campaigns based on the data to maximize ROI.

• Incorporate Social Proof

Highlight reviews, testimonials, or user-generated content in your ads to build trust and credibility.

Common Mistakes Brands Make in Marketing to Hispanic Consumers Campaigns

While the Hispanic consumer market presents immense opportunities, many brands struggle to connect with this audience due to avoidable missteps. From cultural insensitivity to outdated strategies, these mistakes can alienate Hispanic consumers and damage your brand’s reputation. To succeed in 2025, it’s crucial to understand these pitfalls and learn how to avoid them.

1. Assuming Hispanic Consumers Are a Monolith

One of the biggest mistakes brands make is treating Hispanic consumers as a single, homogenous group. In reality, the Hispanic community is incredibly diverse, with differences in country of origin, generations and language preferences.

How to Avoid It: Segment your audience based on these factors. Tailor your campaigns to reflect these nuances.

2. Relying on Stereotypes

Using clichés or stereotypes in your marketing to Hispanic consumers—such as sombreros, maracas, or overly exaggerated accents—can come across as offensive and out of touch.

How to Avoid It: Focus on authentic storytelling that celebrates the real experiences and values of Hispanic consumers. Work with cultural consultants or Hispanic creatives to ensure your campaigns are respectful and accurate.

3. Ignoring Language Nuances

Simply translating English content into Spanish without considering regional dialects, idioms, or cultural context can lead to awkward or even embarrassing mistakes. For example, a word that means one thing in Mexico might have a completely different meaning in Argentina.

How to Avoid It: Invest in professional translation services and work with native speakers to ensure your messaging is culturally and linguistically appropriate.

4. Overlooking Bilingual and Second-Gen Consumers

Many brands focus exclusively on Spanish-language marketing, neglecting the growing population of bilingual and English-dominant Hispanic consumers. This can make second-gen and younger audiences feel excluded.

How to Avoid It: Develop bilingual or Spanglish campaigns that resonate with both Spanish-dominant and English-dominant consumers. Use data to understand the language preferences of your target audience.

5. Failing to Build Trust

Hispanic consumers value trust and authenticity, but some brands prioritize quick sales over building genuine relationships. Pushy or impersonal marketing tactics can backfire.

How to Avoid It: Focus on long-term relationship-building by engaging with Hispanic communities, supporting cultural events, and showcasing your brand’s commitment to their values.

6. Lack of Cultural Representation

Brands that fail to include Hispanic voices, faces, and stories in their campaigns risk appearing disconnected from their audience. Representation matters, and consumers want to see themselves reflected in your marketing.

How to Avoid It: Feature diverse Hispanic talent in your campaigns, from models and actors to influencers and real customers. Ensure your creative teams include Hispanic perspectives.

7. Ignoring Localized Marketing

Hispanic communities vary widely by region, and a one-size-fits-all approach won’t resonate with everyone. For example, a campaign that works in Miami might not have the same impact in Los Angeles.

How to Avoid It: Use localized marketing strategies that reflect the unique characteristics of different Hispanic communities. Tailor your messaging, imagery, and offers to align with regional preferences.

8. Underestimating the Power of Family and Community

Hispanic culture places a strong emphasis on family and community, but some brands fail to incorporate these values into their campaigns. Individualistic messaging can fall flat.

How to Avoid It: Highlight family and community in your storytelling. Show how your product or service brings people together or supports their shared goals.

9. Not Measuring or Adapting

Some brands launch Hispanic marketing campaigns without setting clear goals or tracking performance. Without data, it’s impossible to know what’s working and what needs improvement.

How to Avoid It: Use analytics tools to measure the success of your campaigns. Track metrics like engagement rates, conversions, and ROI, and use the insights to refine your strategy.

Successful Marketing to Hispanic Consumers Campaigns

Learning from successful campaigns is one of the best ways to understand how to effectively connect with Hispanic consumers. These case studies highlight brands that have mastered the art of Hispanic marketing by embracing cultural authenticity, leveraging digital platforms, and telling compelling stories. Let’s dive into some standout examples that can inspire your 2025 strategy.

Walmart: Latin Grammy Campaign

Walmart capitalized on the cultural significance of the Latin Grammy Awards to connect with Hispanic audiences. By creating omni-channel content and leveraging social media, Walmart increased engagement and sales. The campaign highlighted the importance of music and cultural traditions, resonating with the target audience.

Pepsi’s “Viva Hoy” Campaign

Pepsi celebrated the vibrancy of Hispanic culture with its “Viva Hoy” campaign. It focused on living in the moment and enjoying life, using bilingual messaging and culturally relevant visuals to connect with the people.

Amazon Music’s Latinx Heritage Month Campaign

Amazon Music launched a campaign celebrating Latinx Heritage Month by featuring playlists, podcasts, and exclusive content from Hispanic artists. This initiative highlighted the importance of music in Hispanic culture and successfully engaged younger audiences.

Ford’s Día de los Muertos Campaign

Ford created a campaign around Día de los Muertos (Day of the Dead), showcasing its vehicles in culturally meaningful contexts. The campaign celebrated traditions while emphasizing family and heritage.

Procter & Gamble’s “Orgullosa” Platform

P&G created the “Orgullosa” platform to empower bicultural Hispanic women. This digital community encouraged user-generated content, celebrated personal achievements, and collaborated with influential Hispanic women. The platform successfully built a sense of community and empowerment.

Mastering Hispanic Marketing in 2025

The brands that succeed in 2025 will be those that see Hispanic consumers not as a monolithic group but as a vibrant, diverse community with unique needs, values, and aspirations. By embracing cultural authenticity, investing in digital innovation, and building meaningful relationships, your brand can unlock the immense potential of this dynamic market. The future of marketing is here, and it’s Hispanic.