Latinos are the fastest-growing demographic in the US, and have immense cultural and economic influence. But winning over this community isn’t just about translation or token representation. It’s about understanding their deeply held cultural values.
Let’s explore the three cultural values Latinos hold dear and how they shape consumer behavior.
What Latinos Value Most: Cultural Pride, Family, and Trust
Latinos place a high premium on maintaining their cultural heritage, often seeking media and brands that mirror their experiences. Authenticity is held in high regard by all generations.
1. Cultural Preservation and Identity
- Representation in Advertising: 63% of Latinos are more likely to buy from brands that authentically showcase their culture in advertising.
- Language as a Cultural Anchor: Over 50% of Spanish-speaking households prefer Spanish-language programming, reinforcing cultural ties through media.
- Bilingual Media Preferences: Almost 25% of Latinos consume news equally in Spanish and English, reflecting their bicultural reality.
Why This Matters
Authentic representation builds trust and loyalty. It’s about acknowledging heritage and reflecting it in meaningful ways.
2. Family and Community Orientation
Family is the core of Latino culture. Decisions, support systems, and brand preferences are often rooted in familial and community ties.
- Multigenerational Households: About 27% of Hispanic households are multigenerational, significantly higher than the national average of 20%.
- Community Engagement: 83% of Latinos favor brands that positively impact their local communities, rising to 85% among Millennials and seniors.
- Word-of-Mouth Influence: Latinos trust each other. Two-thirds (67%) rely on recommendations from friends and family to discover products and services.
Why This Matters
Brands that align with these familial and community values can create deeper emotional connections, driving trust and loyalty.
3. Trust and Authenticity in Media and Brands
Latinos gravitate toward media and brands they deem trustworthy and culturally relevant. Authenticity drives engagement, loyalty, and spending habits.
- Streaming as a Trusted Media Source: Over half (50.7%) of Latino TV viewing is on streaming platforms featuring culturally relevant content, like Univision and Netflix.
- Trust in News: Spanish-language news remains a trusted source, with 69% of Latinos considering local TV news reliable.
- Influence of Advertising: Social media campaigns matter—35% of Latinos are more likely to purchase products advertised on these platforms, and 40% strongly agree that culturally aligned media provides trusted perspectives.
Why This Matters
Trust and authenticity in representation aren’t just preferences—they’re priorities. Brands that fail to recognize this risk losing the loyalty of Latinos in the US.
Implications for Brands
If you want to connect with Latinos in the US, take notes. Here’s how you can align with these values:
- Invest in Authentic Representation: Collaborate with Latino creators, storytellers, and influencers to develop advertising that feels genuine.
- Engage with Communities: Sponsor local events, support Latino-led initiatives, and create campaigns that emphasize community impact.
- Build Trust Through Relevant Media: Focus on culturally relevant platforms, bilingual content, and trustworthy messaging to forge authentic connections.
Latino cultural values represent pride, familial connections, and emphasis on trust make them one of the most dynamic and influential consumer groups in the US.