WHAT THEY BUY - U.S. HISPANICS

INSIGHT 1

THEY EMBRACE THEIR “LATINONESS” RATHER THAN DISAPPEAR INTO THE AMERICAN MELTING POT

U.S. Hispanics have a strong cultural foundation for beauty. This is why it comes as no surprise that 41% of the community name articles related to their appearances, such as clothes, shoes, and accessories (all of which provide an outlet to express their unique style), as their favorite recent purchase. These types of goods also account for more than 25% of all buying visits on digital platforms.

Regarding their main motivators when it comes to making a purchase decision, they list upgrading or replacing an item (13%), needing it for an unspecified reason (11%), or just simply wanting it (9%) as the top three.

In the survey DAS analysis, they named Walmart (46.5%), discount stores (14.6%), Target (10.7%), and drugstores (7.8%) as their preferred stores. Price and one-stop convenience are key when it comes to why they shop there.

Campaigns	Strategic Person
Nordstrom saw the U.S. Hispanic population as an opportunity. In celebration of Hispanic Heritage Month, they announced an ongoing partnership with Cristina Martinez,3 a contemporary artist whose work is rooted in telling the stories of Black and Brown people. As part of Nordstrom’s 2021 corporate giving efforts, the company also provided grants and funding to organizations that support the Latino community, including the Latino Student Fund, United We Dream, and Geeking Out Kids of Color.	Jen Jackson Brown EVP, and President of Nordstrom Product Group
For Hispanic Heritage Month, Converse launched “The Mi Gente, Mi Barrio”4 capsule collection, composed of classic Converse silhouettes – updated with a Latino twist. The line of shoes boasted pops of color inspired by the bold graphics on advertisements and posters in the storefronts of bodegas, mercados, and colmados.	Sophie Bambuck VP, Chief Marketing Officer for Converse Devon Johnson VP of Marketing, North America for Converse

Campaigns

Strategic Person

Nordstrom saw the U.S. Hispanic population as an opportunity. In celebration of Hispanic Heritage Month, they announced an ongoing partnership with Cristina Martinez,3 a contemporary artist whose work is rooted in telling the stories of Black and Brown people. As part of Nordstrom’s 2021 corporate giving efforts, the company also provided grants and funding to organizations that support the Latino community, including the Latino Student Fund, United We Dream, and Geeking Out Kids of Color.

Jen Jackson Brown EVP, and President of Nordstrom Product Group

For Hispanic Heritage Month, Converse launched “The Mi Gente, Mi Barrio”4 capsule collection, composed of classic Converse silhouettes – updated with a Latino twist. The line of shoes boasted pops of color inspired by the bold graphics on advertisements and posters in the storefronts of bodegas, mercados, and colmados.

Sophie Bambuck VP, Chief Marketing Officer for Converse

Devon Johnson VP
of Marketing, North America for Converse

INSIGHT 2

FAMILY IS EVERYTHING, AND PEOPLE EARN THE RIGHT TO BE PART OF THE HOUSEHOLD

Campaigns	Strategic Person
Walmart’s “A Different Kind of Membership”5 captures a snapshot of Latinos’ authentic, chaotic, and beautiful lives, from everyday moments (like family dinners) to monumental ones (like the first time a newborn baby comes home). It shows how, despite our differences, Walmart+ can enable people to do more of what matters most to us all – spend time with our loved ones.	William White Chief Marketing Officer, Walmart U.S.
Trader Joe’s ranks near the top thanks to the comfort it offers. It’s easy for U.S. Hispanics to find produce that reminds them of home, such as special sauces, roasted plantain chips, Peruvian Inca corn, and dulce de leche, among others. Their “We speak your language” campaign and magazine ads6 were designed to showcase the various cultural foods Trader Joe’s signature store brand has available. The pictures show diverse American families enjoying authentic meals from their respective home cultures. Additionally, the Trader Joe’s logo is paired with an interjection (not a slogan) telling people to enjoy the meal they’re about to eat in the language most closely associated with the food.	Dan Bane CEO / President of Trader Joe’s.Rachel Broderick Marketing & Communications Specialist
Whole Foods Markets, the preferred grocery store for 24.9% of U.S. Hispanic consumers, has gone out of its way to ensure the Latino community can find their home-country products on both their shelves and online channels. During the pandemic, Whole Foods launched “Home Ec 365,” a virtual educational campaign7 giving home economics a modern spin. Targeted toward students and taught by influencers, participants could enroll via the Teachable platform at any time. These classes include things like how to effectively clean an appliance, how to cook with leftovers, and baking changeovers, providing useful resources for people to use at home. Whole Foods also offered exclusive coupons for free products from the “365 Brand” included in the deal to help people buy ingredients. These digital cooking classes are just the beginning of a new, virtual era for Whole Foods. In addition to teaching consumers the importance of following a healthy diet by consuming natural and organic products, they want to show them how to be more cost-effective in the kitchen, especially in the wake of the pandemic.	Robin Rehfield Kelly Vice President, Communications – Whole Foods Market

Campaigns

Strategic Person

Walmart’s “A Different Kind of Membership”5 captures a snapshot of Latinos’ authentic, chaotic, and beautiful lives, from everyday moments (like family dinners) to monumental ones (like the first time a newborn baby comes home). It shows how, despite our differences, Walmart+ can enable people to do more of what matters most to us all – spend time with our loved ones.

William White
Chief Marketing Officer, Walmart U.S.

Trader Joe’s ranks near the top thanks to the comfort it offers. It’s easy for U.S. Hispanics to find produce that reminds them of home, such as special sauces, roasted plantain chips, Peruvian Inca corn, and dulce de leche, among others.

Their “We speak your language” campaign and magazine ads6 were designed to showcase the various cultural foods Trader Joe’s signature store brand has available. The pictures show diverse American families enjoying authentic meals from their respective home cultures. Additionally, the Trader Joe’s logo is paired with an interjection (not a slogan) telling people to enjoy the meal they’re about to eat in the language most closely associated with the food.

Dan Bane
CEO / President of Trader Joe’s.Rachel Broderick
Marketing & Communications Specialist

Whole Foods Markets, the preferred grocery store for 24.9% of U.S. Hispanic consumers, has gone out of its way to ensure the Latino community can find their home-country products on both their shelves and online channels. During the pandemic, Whole Foods launched “Home Ec 365,” a virtual educational campaign7 giving home economics a modern spin. Targeted toward students and taught by influencers, participants could enroll via the Teachable platform at any time. These classes include things like how to effectively clean an appliance, how to cook with leftovers, and baking changeovers, providing useful resources for people to use at home. Whole Foods also offered exclusive coupons for free products from the “365 Brand” included in the deal to help people buy ingredients. These digital cooking classes are just the beginning of a new, virtual era for Whole Foods. In addition to teaching consumers the importance of following a healthy diet by consuming natural and organic products, they want to show them how to be more cost-effective in the kitchen, especially in the wake of the pandemic.

Robin Rehfield Kelly
Vice President, Communications – Whole Foods Market

INSIGHT 3

THEY EMBRACE DIVERSITY AND ENJOY BEING A PART OF A COMMUNITY

When asked about investing in recreational activities, more than three-quarters of the answers involved group activities. In the survey, U.S. Hispanics listed dining out (25%) as their overall top activity, followed by movies (19%), which is the preferred activity amongst Hispanics with >60k income, as well as Spanish speakers (33%), and people in the North, East, and South. Sports and physical activities (16%) are especially popular in the Midwest (21%).

Campaigns	Strategic Person
Some things never change. No matter which city, country, or even continent you go to, McDonald’s is a universally spoken language that never fails to bring us closer to home. This is the message the “Uncle Roberto” campaign8 is trying to communicate through an accurate and respectful story that reflects U.S. Hispanic Gen Z-ers in today’s world. McDonald’s is trying something new, highlighting what people from different cities, cultures, backgrounds, and generations have in common. It’s also bringing familiarity to its world-famous family restaurant, which many U.S. Hispanics can relate to. All over the world, this fast-food chain not only represents a piece of home and family experience for U.S. Hispanics, but also a means of communication that helps people bond no matter where they are or who they’re with.	Lizette Williams Head of Cultural Engagement and Experiences for McDonald’s
Cinépolis opened a cinema in Dallas9 because of its large Latino population. Its success has a lot to do with the chain offering Latin food options such as “churro bites,” chicken tinga cakes, and even an alcoholic beverage flavored with dulce de leche adults can enjoy with friends. The company ensures customers who have visited it’s cinemas in Mexico are able to enjoy the same comfort and quality of service in the United States.	Eduardo Acuna President – Cinépolis Americas

Campaigns

Strategic Person

Some things never change. No matter which city, country, or even continent you go to, McDonald’s is a universally spoken language that never fails to bring us closer to home. This is the message the “Uncle Roberto” campaign8 is trying to communicate through an accurate and respectful story that reflects U.S. Hispanic Gen Z-ers in today’s world. McDonald’s is trying something new, highlighting what people from different cities, cultures, backgrounds, and generations have in common. It’s also bringing familiarity to its world-famous family restaurant, which many U.S. Hispanics can relate to. All over the world, this fast-food chain not only represents a piece of home and family experience for U.S. Hispanics, but also a means of communication that helps people bond no matter where they are or who they’re with.

Lizette Williams
Head of Cultural Engagement and Experiences for McDonald’s

Cinépolis opened a cinema in Dallas9 because of its large Latino population. Its success has a lot to do with the chain offering Latin food options such as “churro bites,” chicken tinga cakes, and even an alcoholic beverage flavored with dulce de leche adults can enjoy with friends. The company ensures customers who have visited it’s cinemas in Mexico are able to enjoy the same comfort and quality of service in the United States.

Eduardo Acuna
President – Cinépolis Americas