Brands aim to connect with Hispanic youth digitally
Trend - Increasingly, brands are working to specifically target North American Hispanic youth online. From direct-to-consumer businesses to culturally-nostalgic social media games, these offerings speak to the desire Hispanic youth in North America have to both engage with and generate loyalty for brands through online platforms.
Insight - Diversity, inclusion, and belonging are becoming more important to many Hispanic Millennials and Gen Z, especially in the current political climate in America surrounding immigration policies. These consumers are looking to see themselves represented in the media they consume, and their purchasing behavior is heavily influenced by a brand’s approach to representation and inclusion.
Insight - Diversity, inclusion, and belonging are becoming more important to many Hispanic Millennials and Gen Z, especially in the current political climate in America surrounding immigration policies. These consumers are looking to see themselves represented in the media they consume, and their purchasing behavior is heavily influenced by a brand’s approach to representation and inclusion.
Workshop Question - On what platform does your target consumer engage the most? How can your brand use this platform to generate loyalty?
Trend Themes
1. Hispanic Youth Digital Targeting - Brands are specifically targeting North American Hispanic youth online, which speaks to the desire of Hispanic youth in North America to both engage with and generate loyalty for brands through online platforms.
2. Diversity and Inclusion - Diversity, inclusion, and belonging are becoming hugely important to many Hispanic Millennials and Gen Z and their purchasing behavior is heavily influenced by a brand's approach to representation and inclusion.
3. Gen Z Marketing Campaigns - Brands such as SunnyD are launching targeted campaigns at teens between the ages of 13 and 18 and are utilizing diverse representation and individuality to appeal to their focus on expression and personality.
Industry Implications
1. Marketing and Advertising - Brands are specifically targeting youth of Hispanic descent through digital means and also leveraging social media to showcase short-form content campaigns.
2. Consumer Goods and Services - Consumer goods such as mattresses and traditional products such as Loteria are being updated and marketed, particularly to the young Hispanic demographic in the US.
3. E-commerce and Direct-to-consumer - Direct-to-consumer brands like Nectar Sleep are introducing specific services for their target Hispanic market in order to offer a full-service customer experience.
4 Featured, 36 Examples:
132,341 Total Clicks
Date Range:
Nov 17 — Jul 19
Trending:
Mild
Consumer Insight Topics:
