After analyzing over 3 million pieces of data, Apple, Amazon, Google, and Walmart emerged as the top-rated brands by conversation volume. The U.S. Hispanic community’s preferences regarding brands was similar between the social media analysis and the survey. 

Regarding conversation sentiment, Apple has the highest volume of positive comments (19.3%), followed by Amazon (17.2%). Walmart, on the other hand, has the highest number of neutral mentions (68.8%). Noticeably, and in contrast to the digital conversation analysis’ findings, Google ranks second in terms of trust, making this community an important segment for the brand and a huge opportunity for its growth. 

Campaings Google’s celebration of Hispanic Heritage Month this year focused on the experiences of U.S. Hispanics, showcasing the community’s daily impact on and contributions to the country and linking their legacy and future to the company’s services and products.
Amazon shared the story of a Hispanic seller on its platform, Sandra Manay, as part of its “mother’s month” strategy. In choosing Sandra, they not only supported women sellers on their platform, but also provided the U.S. Hispanic community with someone they could identify with.
Macy’s is the U.S. Hispanic community’s favorite clothing store in the country. Each year, the company celebrates Hispanic Heritage Month, and this year they collaborated with Pop-Sugar to create the Reclaiming Tus Raices platform, which speaks to the complexities of Latino culture with content that highlights beauty, activism, and identity. Macy’s leveraged its reach to boost Afro-Latino-owned beauty brands, personal stories about intersecting identities, and deep dives into cultural literature and activism. In 2019, Macy’s celebrated Hispanic Heritage Month by highlighting unity through art, music, and fashion. Macy’s hosted free events around the country to celebrate how Latino-made art, music, and fashion could create harmony across different cultures and communities. The company’s commitment to the U.S. Hispanic community has been reflected by the loyalty Latinos show the brand.
Kohl’s is the second-favorite clothing brand among U.S. Hispanics. This company also celebrates Hispanic Heritage Month, this year offering a list of products related to Hispanic cultures.
JCPenney, third on the list, celebrated Hispanic Heritage Month by collaborating with popular Latino faces such as Eva Longoria to host events to empower and inspire young Latinas.

According to the study, Samsung and Kellogg’s are the top two preferred companies when making a purchase decision, surpassing Apple and Google, with Microsoft making an appearance in fifth place. The digital conversation is not perfectly aligned with these trends, however in it; 48.2% of users mentioned the intention of buying from Apple, 34.7% from Google, 11.8% Microsoft, and 5.2% Samsung.

Concerning specific automotive brand performance in terms of conversation volume on social media, most people talk about Tesla (39.4%), Dodge/Ram (14.2%), and Ford (12.5%). However, when asked about trust, U.S. Hispanics point to Toyota, Ford, and Honda as the most trustworthy automotive brands (18%, 14%, and 10%, respectively).

Campaings Samsung has been making efforts to connect with this group. Early this year, the company launched the U.S. employee resource group UNIDOS, made up of Hispanic and Latino workers. Its goal was to empower the community and its allies, as well as promote employee development and an understanding of their multicultural traditions and heritage. This group hosted various events and discussions regarding intersectionality, identity, and tradition as part of Hispanic Heritage Month.
Microsoft, with its “Our Voz” campaign, celebrates the contributions, legacies, and achievements of the community and highlights the Hispanic and Latino voices that bridge a rich and proud history with a vibrant and dynamic future. They also created the Hispanic and Latinx Organization of Leaders in Action (HOLA), an employee resource group dedicated to supporting the growth of Hispanic and Latino employees and encouraging students to pursue careers in technology with the help of scholarships.
Campaings Ford has “Ford Latino” profiles on Twitter, Facebook, and Instagram, which it uses to share its product value propositions through relevant use case scenarios. As a company, it has also raised its hand for causes not strictly related to its industry - but that are top-of-mind in the U.S. Hispanic community. For example, Ford’s “Impulsando Sueños Latinas Emprendedoras” initiative strengthened and supported small, Latina-owned businesses during the COVID-19 crisis, helping close the community’s gender and economic gaps.
Toyota is trying to motivate purchase decisions by offering U.S. Hispanics simple and innovative ways to explore their products in their own location and language. The Corolla augmented reality (AR) ad and experience offered consumers the ability to check out the car and its features in their own language and home, just by pointing their smartphone cameras at their surroundings.