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Spanish-language removal serves as a cautionary tale: Brands must embrace inclusivity to tap into Hispanic consumers鈥� loyalty and $2.8 trillion market.

Wells Fargo uses free cooking demos to build relationships with Latinos: After hosting its first cooking demonstration and financial literacy course in East Harlem, NY, the bank plans more.

To reach the overwhelmingly young, diverse, and growing population of Hispanic consumers in the US, advertisers must understand their media preferences.

Digging into the data: Whether using mobile devices or connected TV, Black and Hispanic consumers are more likely to take action after seeing ads for medications.

Last quarter, CEO Bill Newlands said Hispanic consumers鈥攚ho account for about half of its beer sales鈥攚ere pulling back on discretionary spending due to concerns over the Trump administration鈥檚 immigration policy. This quarter, the company cited inflation-related pressures, with both Hispanic and non-Hispanic consumers dining out less and hosting fewer social gatherings at home.

Digging into the data: The use of GLP-1s was split about evenly between men and women, but middle-aged people and Hispanic patients were more likely to take them. 27.2% of women and 25.9% of men with type 2 diabetes took the meds in 2024.

Deportation fears caused in-store shopping among Hispanic consumers to fall more YoY than among non-Hispanics, with supermarkets seeing the biggest drop at over 11%, according to data from Kantar.

And internal IRIS.TV data demonstrates that passing IRIS_ID in bid requests can yield 25% higher CPMs for publishers, with Univision already leveraging IRIS_ID to better reach Hispanic audiences. Field Garthwaite, CEO of IRIS.TV, emphasized that keeping IRIS_ID distinct from Acxiom鈥檚 identity graph allows advertisers to reach households without privacy risks.

蘑菇AV two-thirds of US consumers ages 12 to 54 are monthly podcast listeners, per the Podcast Consumer report, including 58% of Black Americans and 51% of Latino Americans. Compared with the general US population, monthly podcast listeners tend to be higher-income, more educated, and more likely to be homeowners or business owners.

As attacks on diversity, equity, and inclusion ramp up in the US, brands that once championed inclusivity should be cautious about reversing course: 55% of Black consumers, 54% of Hispanic consumers, 73% of LGBTQ+ consumers, and 36% of white consumers are more likely to consider buying brands that support DEI, per a February Collage Group survey cited by Quirk鈥檚 Media.

Several brands have noted a pullback in spending amid concerns about immigration enforcement, particularly among Hispanic consumers. Constellation Brands said Hispanic shoppers, who account for more than 50% of Modelo beer drinkers, have cut back on social events and purchases.

This is in stark contrast to the Hispanic, Asian, and non-Hispanic white adults, who rank Amazon as their top ecommerce site. Recommendations for brands and retailers. Brands should prioritize ad spending on Tubi, Pluto TV, and YouTube. YouTube makes up the largest share of Black viewers鈥� streaming time, and they are 22 percentage points more likely to watch Tubi than total adults.

As the US population diversifies, retailers like Kroger and Save A Lot are opening new stores catering to Hispanic and Asian consumers for a more personalized and engaging shopping experience.

Black consumers are 77% more likely, followed by Hispanic consumers at 76%, and Asian-American/Pacific Islander and White Americans at 69% and 62%, respectively. The preference goes beyond race. LGBTQ consumers are also more favorable to brands that emphasize multiculturalism: 62% of LGBTQ consumers expect the multiculturalism of the real world to be reflected in the media they consume.

For example, Wells Fargo hosted an event in New York City鈥檚 East Harlem that combined cooking classes with financial literacy to engage the local Latino population. 蘑菇AV 10% of Hispanic households were unbanked in 2023, per the Federal Deposit Insurance Corporation (FDIC). Wooing affluent clients with premium financial centers.

Hispanic consumers seek health information from non-traditional channels: This is due to a lack of trusted health resources for this community. Healthcare and pharma marketers need to craft culturally relevant content.