INSIGHT 6

A CAR ISN’T JUST A PRODUCT, IT'S PART OF THEIR IDENTITY.

U.S. Hispanics say SUVs and sedans best reflect their personal styles (scoring more than 50% of answers). In contrast, electric cars and minivans are the least popular ones. As representing their heritage is the third most-important consideration when making a purchase decision for Latino consumers, marketing campaigns around identity have the potential to be a win for brands in this industry.

77% of U.S. Hispanics own a car and, among those who do, almost 70% currently drive either a sedan or a SUV (40% and 34%, respectively). In contrast only 9% of all hispanics surveyed own a truck, with electric cars and vans being the least popular choices at just 5%. In contrast, based on an our analysis of over 3.8 million organic posts across six cities, trucks lead the social media conversation with almost 50% of mentions, followed by vans (26.1%) and electric cars (13.2%)

Campaigns Strategic Person
Some brands have leveraged this fact with marketing campaigns that highlight Hispanic culture by humanizing themselves and including Latinos. Premium Honda brand Acura, for example, created the “Working Mom” campaign,14 appealing to strong U.S. Hispanic women with children by showing a mom who drives an MDX for both her job and her daily life. Matt Sloustcher SVP communications
Nissan’s “Hispanic Pathfinders” ads showcase the idea of how a specific product (in this case the Nissan Pathfinder) can become a tool for expression and identity, communicating certain values and views endemic to Hispanic cultures and communities. Brian Brockman Vice President, Communications, U.S. & Canada - Nissan Motor Corporation
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INSIGHT 7

THEY ARE EXTREMELY INVESTED IN HELPING THEIR COMMUNITIES, WITH LOYALTIES LINKED TO ISSUES, NOT JUST BRANDS.

In terms of ride-sharing apps, based on the digital conversation,  Uber is the U.S. Hispanic community’s first choice (52.2%), followed by Lyft (16.4%). Uber’s U.S. website has a section saying the company’s mission includes “empowering, celebrating, and defending the Hispanic and Latinx communities inside and outside Uber,” which shows it cares about this population. This is reflected in its success within this community. 

Campaings Lyft is the second most-used rideshare platform among U.S. Hispanics. As a company, it is very involved with the Latino community. In fact, it claims 22% of its travelers are Hispanic or Latino. In addition to supporting the Latino community with access to daily transportation, Lyft has a number of initiatives directly aimed at boosting people’s access to transportation in times of need, including its Vaccine Access Program. In 2021, Lyft partnered with the League of United Latin American Citizens (LULAC), NHCOA, and the U.S. Hispanic Chamber of Commerce to offer access to free or discounted rides to help the Latino community more easily get to and from their COVID-19 vaccination appointments.
Another successful ride sharing company is Lime. The global leader in micro mobility also supports the U.S. Hispanic community through the employee “Los Limes” resource group.15 This offers opportunities for Lime’s Latino employees and their allies to share their cultures and experiences to help make their workplace a more inclusive space. Los Limes arranged numerous events to give employees the chance to learn about, engage with, and celebrate the many rich and diverse Hispanic and Latino cultures.

INSIGHT 8

THEY PREFER PLACES THAT FEEL LIKE HOME.

25% of U.S. Hispanics said beaches or other sun destinations were their favorites when vacationing locally, followed by visits to family (24%). For their international travel, 21% still want beaches, and 19% are willing to travel outside of the United States for their relatives. 

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Campaings Travel agency Travelocity created a landing page highlighting eight potential trips connected to Hispanic Heritage in the United States and abroad as a way to connect with this audience. The campaign was based on a recent Travelocity study16 that found that 84% of Latino parents in the United States had brought their children on culturally-infused trips domestically, with 49% of Latino parents using these trips to teach kids about their heritage.
Another brand investing in this population is JetBlue, which introduced a Spanish-language website.17 This was the company’s first step toward targeting U.S. Hispanics, resulting in an 80% increase in traffic through their Spanish site. Since then, the company’s revenue from the Spanish website grew 300% and Hispanic enrollment to their loyalty program increased 200%. It is also important to mention that 50% of all visits to the Spanish site were from mobile devices.