#United States #Cannes #U.S. Latinos #Recognition Recession #Hispanic Sentiment

New Insights on U.S. Latinos: Empowerment vs. Brand Disconnect

A groundbreaking study conducted by the We Are All Human Foundation and presented at Cannes Lions highlights a pivotal moment for U.S. Latinos, a demographic that represents one of the fastest-growing consumer groups in the nation. With an annual economic contribution reaching $4.1 trillion and a growth rate of 4.4%, Latinos are on the cusp of becoming the fourth-largest economy in the world by 2029. However, as they gain confidence in their contributions to American society, they feel increasingly underrepresented and undervalued by brands and media.

The Key Findings of the Hispanic Sentiment Study 2025

The Hispanic Sentiment Study 2025 reveals some critical insights that underscore the disconnect between Latino communities and the brands targeting them:

• - Rise in Self-Awareness: 77% of Latinos recognize their positive contributions to American society, up significantly from 42% in 2023 and a mere 14% in 2018.
• - Brand Loyalty: 84% of Latinos are more likely to support brands that positively impact their families or communities.
• - Community Connection: 65% of Latinos are inclined to remember brands that consistently engage with their community. This is particularly important, as nearly half of all Latinos prefer brands that advertise in Spanish, with 79% among college-educated individuals expressing this preference.

Despite these promising statistics, a stark contrast exists in how Latinos perceive brands. Only 32.5% feel that brands align with their values, indicating a dramatic decline of over 20 percentage points since 2018. This dissonance is not just limited to brand perception but extends into areas such as media trust and community representation.

Trust Erosion

The lack of trust in brands and media is alarming. Research shows only 30.7% of Latinos trust news media. A notable 44.3% have more confidence in small businesses than large corporations. Furthermore, 64.2% believe their values are best represented locally, rather than through national brands. These findings paint a troubling picture reflecting a growing Recognition Recession among U.S. Latinos.

Climbing Dissonance: A Decline in the American Dream

The idea of the American Dream, once a beacon of hope, appears increasingly distant for many Latinos; nearly half (48%) believe it is fading away, a notable increase from 34% in 2023. This perspective encapsulates a broader decline in confidence towards governmental, media, and corporate institutions that traditionally shape American values.

Claudia Romo Edelman, the Founder of the We Are All Human Foundation, articulated the importance of truly investing in Latino communities. She argues that such investment should not be relegated to diversity, equity, and inclusion (DEI) initiatives which can lead to corporate stagnation. Instead, she emphasizes that recognizing and empowering Latinos is smart marketing. With four decades of built-in growth, this segment awaits recognition under a more authentic narrative.

The Path Forward

Brands need to reconsider their engagement strategies with Latinos. As the demographic becomes more self-aware and empowered, the importance of authentic connections and meaningful investment becomes paramount. Brands that show they understand and value Latino contributions will not only cultivate loyalty but may also drive unparalleled growth.

For marketers and brand strategists, the message is clear: engage authentically with Latinos to realize the massive opportunities within this demographic. To tap into the robust potential of the Latino market, brands must prioritize building trust, embracing cultural relevance, and creating authentic narratives. The future of the Latino market hinges on recognition, representation, and respect.

Conclusion

In conclusion, while U.S. Latinos are rising in self-awareness and empowerment, significant gaps remain in brand recognition and media representation. Brands willing to invest in genuine outreach and engagement may open the door to unprecedented growth within this vital American demographic. The complete findings of the Hispanic Sentiment Study 2025 can be accessed on Hispanic Star's Website.