Hispanic market in EE.UU.

In one of our previous articles, we mentioned the new westernization and its impact on marketing.

We specialize in this area, so, we wanted to go deeper into the research of this topic. That is why today we can consider ourselves specialists in this "new market" and we have the information we share below.

The world's fifth-largest economy is Latin

The Latino community in the United States of America is potentially growing at a population level, since according to statistics from the 2020 Census, 1 out of every 5 people in the American territory belongs to this group. Taking into account the population growth that has been occurring, it is expected that by the year 2060 there will be 1 Latino every 4 U.S. inhabitants.

1 out of every 5 people in the American territory belongs to the Latino community

Continuing with the statistics, and for the benefit of this country, as the Latino community grows in terms of population, it also contributes to economic growth, since -taking data from the same Census- it is reported that they generated 2.8 billion dollars annually, which represents the GDP of an independent country that would lead it to become the fifth largest economy in the world, surpassing great powers such as France, India or the United Kingdom, and with a growth potential worthy of admiration.

It is reported that they generated 2.8 billion dollars annually, which represents the GDP of an independent country that would lead it to become the fifth largest economy in the world, surpassing great powers such as France, India or the United Kingdom.

It should be added that more than half of the Hispanic population is represented by an age group under 34 years old. In other words, a large part of the Latino community is made up of young people who are at a great time to exploit their potential for personal, professional and economic growth.

From census-takers to marketers

And now, coming to the matter at hand, why is it interesting for us to have this information? As a digital marketing agency, it would not be necessary to carry out an exhaustive research on the potential of this community in the American market; the data speak for themselves.

Any company currently investigating the opportunity to dive into this market and its needs is doing an excellent job of targeting its resources, as data from various official studies show the valuable growth and expansion potential of this niche. What remains to be investigated is how best to approach it.

According to the article published by Adweek magazine, this population group is presumed to be a great opportunity for companies as they have been shown to be a group that develops loyalty with the brands with which they create a bond of loyalty.

Like most market segments, the Latino community is more likely to purchase a product or develop loyalty to a brand when they feel represented by the brand, when they identify with the content the brand publishes and the way the brand communicates.

What if we were part of the Latino community?

Considering the above, what do we consider a good option to attract that audience and with different efforts to achieve their loyalty with a brand? Communicating it through content and people who represent it. Using their language and also referents from their community.

And if we are talking about referents, we are talking about influencers. Influencer marketing is an excellent option to enter this market, capturing the attention of its members and, after a certain process, achieving their loyalty to the brand.

At Four.19 Agency we accompany the transmission of the Latin culture of the brands thinking of a multicultural American market.