Tag Archive for: hispanic trait

Understand and Embrace Multicultural Consumer Media Habits and Channels
Learn how Multicultural Americans engage with Media, including social media, movies, TV shows, music, reading, and podcasts.

September 30, 2022
Elizandra Granillo – Analyst


Media is a major aspect of consumers’ everyday lives. Americans spend a significant amount of their time and attention consuming social media, visual entertainment, and audio streaming content. For brands and advertisers across industries to succeed, they need to understand where people are going to consume media content, and why they’re going there.

Read on and fill out the form for an excerpt from our
Multicultural Consumer Media Habits & Channels presentation.

Collage Group’s 2022 Media Habits and Channels Study provides insights across Multicultural segments on the specific platforms American media users go to, their media habits, and their preferences for media content. The data dives deep into content and platform drivers—spanning categories, passion points, and identity attributes.

Key Finding #1: Multicultural Americans Interact with Various Media Channels

Hispanic and Black Americans are most likely to follow influencers and celebrities on social media. They are also more likely to interact with different media categories (TV, Movies, Music, Books) via social media.


Hispanic Americans’ younger age and general tech-savviness are part of the reasons they are so dialed into using social media. Black Americans are often at the cutting edge of new trends in the areas of fashion, music, and television and social media is often the best forum to get information first.

Action Step:

    • Partner with emerging influencers and celebrities to appeal to Black and Hispanic Americans.
    • If your brand has a media component, offer ways for Black and Hispanic Americans to interact with it online (e.g., specific social media pages to follow a musician, author, or TV show).

Key Finding #2: Young Multicultural Americans Experience Culture through the Movies They Watch

All Multicultural Americans want diverse representation in the movies they watch, but Black Americans are the most likely to want this. The segment has particularly leaned into horror films.


Movie genres, specifically ones like Horror, are an opportunity for Black Americans to explore their own histories in America in ways that not only appeal to the segment but also teach others about Black Americans’ history in this country.

Action Step:

    • Movie releases are a viable partnership opportunity for brands. When considering which movie release to partner with, prioritize those with diverse directing, casting, and culturally relevant plot lines.

Key Finding #3: Asian Americans and Unacculturated Hispanic Americans Are More Likely to Watch and Follow the News

While comedy is the most popular form of TV to watch, Unaccultured Hispanic and Asian Americans are more likely than others to watch and follow the news. International news and news that originates from their family’s country of origin are specific types of news the segments’ keep up with.


Hispanic and Asian Americans are culture-focused and maintaining ties to their heritage is important to them. Following international news is important for these segments who may be recent immigrants from another country or still have family in other parts of the world.

Action Step:

    • Recognize the value in advertising your brand on news channels or news “hours”, particularly to appeal to Hispanic and Asian Americans.

Key Finding #4: Across Multicultural Segments, Music Tied to Cultural Heritage Matters

Multicultural Americans are more likely than White Americans to enjoy listening to music that has a connection to their history and cultural heritage.


Music that is tied to history or cultural tradition matters to Multicultural Americans who love music because of their personal relationship to it. In addition, certain genres of music, such as Latin music, are now popular for all Americans. The upbeat nature of the music, rhythmic beats, make it appealing whether the lyrics are in English or Spanish.

Action Step:

    • Celebrate the contributions Multicultural Americans have made in music, across different genres.
    • Thoughtfully curate music genres to connect with specific Multicultural segments, but lean into the wide crossover appeal of pop, rock, R&B, and Hip-Hop.

Key Finding #5: Multicultural Americans Enjoy Shopping for Physical Books

While digital and audio books are gaining popularity, Americans still prefer the experience of shopping for and buying a physical book.


With so many digital media content options, physical books provide a mental break from digital stimulation and that appeals to younger and older Americans alike.

Action Step:

    • Show people reading physical books or browsing in a bookstore in ads and marketing content to resonate with the many readers in the country.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.


Other Recent Multicultural Research Articles and Insights from Collage Group

Elizandra Granillo

Elizandra is an Analyst on Collage Group’s Product & Content team. She is a 2020 graduate from San Diego State University where she studied Anthropology. Her previous experience includes ethnographic research across the Tijuana-San Diego Border Region.

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Understanding Hispanic American Acculturation
The Hispanic population in the U.S. is large and growing. Understanding the diversity within the segment as well as their priorities is vital for brands and marketers to grow right alongside this critical American consumer segment.

September 13, 2022
Sudipti Kumar – Associate Director


As of the 2020 Census, there were 62 million Americans who identified as Hispanic. This segment accounts for over 50% of total population growth in the U.S. and it’s native-born Hispanic Americans– not new immigrants to the country–  who are driving virtually all of that growth.

Read on and fill out the form for an excerpt from our
Understanding Hispanic Americans  presentation.

Importantly, the segment is comprised of three sub-groups across the spectrum of acculturation: acculturatedbicultural, and unacculturated.

Those sub-groups are based on Collage’s own acculturation model designed to better understand the Hispanic segment through cultural preferences. Our model mostly focuses on language usage (Spanish, English, or both) but also includes an identity component. And, when we look at the population of Hispanic Americans by acculturation, we see that the largest and fastest growing group is Bicultural Hispanic Americans. In addition to proportional size, the Bicultural Hispanic segment is also the youngest, ensuring future growth (and importance to your messaging) too.

But, to better understand Hispanic American consumers, you need to go beyond demographic size and acculturation. Our recent research into Hispanic identity and behavior offers a set of key findings for brands and marketers when it comes to understanding and engaging with Hispanic Americans.

    1. Hispanic Americans prefer the terms Hispanic and Latino/Latina as their identifiers. There are also some terms the segment clearly does not prefer.
    2. Ethnicity and country of origin are key parts of Hispanic Americans’  identity and supersede other characteristics, like gender or life stage.
    3. Hispanic Americans are a uniquely positive segment, displaying optimism even when times are tough.
    4. Hispanic Americans are social media super users. The segment’s overall youth and forward-thinking nature have a big part to play in this.
    5. Hispanic Americans want to preserve their culture while living in America, particularly through cooking and enjoying traditional meals.

Keep reading to learn more about each of the key findings above  and download the attached document for a selection of our summary findings.


Key Finding #1: Hispanic Americans prefer the terms Hispanic and Latino/Latina as their identifiers. There are also some terms the segment clearly does not prefer.

When it comes to identifying terms, Hispanic Americans clearly have a preference. “Hispanic” and “Latino/Latina” top the list overall for the segment, with “Hispanic American” winning overall especially with Mexican Americans. South Americans and Central Americans are more inclined to use the label Latino/Latina.

For Puerto Ricans and Cuban Americans, their preference for using country of origin as their prime identifier really shows up, as well.

Despite the recent popularity of the term “Latinx” to denote inclusivity, you can see that it clearly does not resonate with many Hispanic Americans;  It’s the lowest on the list, alongside “Latine” and “Person of Color.”

Action Step: Use either the terms Hispanic or Latino/Latina when you want to refer to Hispanic Americans in general.

If your target is Latin Americans living in the US, defer to Latino/Latina. And keep in mind that despite broad appeal, these terms are not technically synonymous. Hispanic refers to people from Spanish-speaking countries, while Latino/Latina refers to the geography of Latin America.

Key Finding #2: Ethnicity and country of origin are key parts of Hispanic Americans’ identity and supersede other characteristics, like gender or life stage.

In a recent survey, we asked Hispanic Americans which three aspects of their identity they would use to describe themselves. Hispanic/Latino heritage (i.e. ethnicity) tops the list at 63%. And when we look at this by Acculturation, we see that the percentage for Hispanic/Latino heritage jumps to 79% for the Unacculturated segment and 68% for the Bicultural Hispanic Americans.

What’s more, country of origin also moves up higher for Unacculturated Hispanic Americans with 46% of them noting this as a key part of who they are. This is likely due to the sub-segment’s stronger affiliation with the U.S. rather than another country. Acculturated Hispanic Americans lean into their personality and race more than other Hispanic Americans. But despite those differences, Hispanic/Latino heritage is still in the top three for the Acculturated segment too.

Action Step: Craft marketing messaging that celebrates the diversity of the segment.

Even when messaging is narrowly targeted to a specific Hispanic sub-segment, the crossover appeal of taking the time to understand the nuances of identity will be seen and valued across the entire segment.

Key Finding #3: Hispanic Americans are a uniquely positive segment, displaying optimism even when times are tough.

Collage Group’s Group Trait work is based on 75 focused, nuanced, and culturally specific agreement scale questions in a targeted survey. The data is analyzed based on rank, differentiation and overall agreement for a target consumer group versus others.

For Hispanic Americans, four Group Traits popped: Culture-Focused, Positivity, Warmth, and Engaged.

Let’s look at one of the key group traits for the segment: Positivity. Here you can see how Hispanic Americans uniquely resonate with the cultural statements “Resilient”, “Optimistic”, and “Destined.” The combination of these three statements helps us understand the positive mindset of Hispanic Americans. Even though the segment has experienced many hardships while immigrating to and living in this country they look excitedly into the future.

Action Step: Offer optimism in these uncertain times by communicating uplifting themes that speak to resilience and overcoming adversity.

That doesn’t mean you should sugar-coat hard realities but do communicate honest messages with confidence and hopefulness.

Key Finding #4: Hispanic Americans are social media super users. The segment’s overall youth and forward-thinking nature have a big part to play in this.

Hispanic Americans are more likely to post on social media daily, visit social media to find communities where they belong and use popular newer social media platforms. In almost every arena, Hispanic Americans are more likely to post on social media and use those platforms for recommendations across categories like restaurants, fitness and exercise, and fashion.

The segment is also younger than any other racial or ethnic groups in America and that certainly plays a role in their collective interest in social media., But their penchant for digital communication and content consumption is also tied to the segment’s unique focus on being forward-thinking and open to new types of technology sooner than others.

Action Step: Speak up and harness word of mouth marketing through social media.​

Hispanic Americans are highly connected through technology and value the opinions of those in their network.

Key Finding #5: Hispanic Americans want to preserve their culture while living in America, particularly through cooking and enjoying traditional meals.

Another group trait that is highly relevant for Hispanic Americans is their Culture-Focus. That means they care a lot about maintaining their heritage even while living in the U.S. There are so many ways to preserve traditions, but cooking and enjoying traditional meals together may be one of the biggest. In fact, 9 in 10 Unacculturated and Bicultural Hispanic Americans believe that cooking meals from their culture is an important way to maintain traditions, and its still pretty high for Acculturated Hispanic Americans too.

Action Step: Highlight Hispanic Americans cooking and sharing traditional meals with their family.

This also promotes their family focus alongside their commitment to maintaining their culture.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.


Other Recent Hispanic Research Articles and Insights from Collage Group

Sudipti Kumar
Associate Director

Sudipti is an Associate Director on Collage Group’s Product and Content team. She is a graduate from NYU’s Stern School of Business where she studied finance and marketing, and Columbia University’s School of International and Public Affairs where she received her Masters in Public Administration. In her spare time, Sudipti enjoys reading, cooking, and learning to crochet.

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Advertising to Hispanic American Consumers: Learnings from CultureRate:Ad Analysis
Resonating with Hispanic Americans goes beyond simply translating advertising from English to Spanish. CultureRate:Ad analysis reveals that successful ads do much more than use language to win Hispanic consumers.

September 12, 2022
Giana Damianos – Senior Analyst, Syndicated Research


Hispanic Americans are an important consumer group, with the second-highest population representation and purchasing power in the U.S. Brands trying to win Hispanic consumers face a multitude of inroads to reach the segment: Spanish language, cultural cues, representation, core values like family, key issues like immigration, and so much more.

Read on and fill out the form for an excerpt from our
CultureRate:Ad: Spanish Language Ad Analysis presentation.

But many of these options offer unclear returns, leaving many brands reliant on the default strategy of just translating ads originally created for the mainstream.

Collage Group’s CultureRate:Ad analysis reveals new insights into what works, crystallizing a set of choices brands can make to up their game. This report provides an in-depth analysis of the use of Spanish language in advertising, with a comparative look at resonance across acculturation groups, as well as a contrasting viewpoint of high-scoring English language ads.

This study pulls in demographic background on the segment, as well as broader context around Hispanic identity, importance of language, and overarching Hispanic Group Traits—all of which offer a holistic view of Hispanic Americans and provide clues to inform brand strategy.

Top 15 Ads by Acculturation
  1. Spanish language ads tend to perform better with Bicultural and Unacculturated Hispanics—but English ads still dominate the top 15 for these segments.

    • Takeaway: Use Spanish language when it’s an authentic element of the story, but don’t rely on it to drive performance. Bolster ads (regardless of language) with authentic cultural cues and multicultural representation.
  2. Multicultural representation is key to resonating with all segments, but it doesn’t have to be of Hispanics—representation of other segments frequently halos into the top 15 too.

    • Takeaway: Choose Hispanic representation when it aligns with the ad’s message and content. In other words, don’t just substitute multicultural actors into an otherwise White-led ad. Multicultural inclusion goes hand-in-hand with cultural cues that are specific and relevant to that segment.
  3. Both vignette and specific-story ads will resonate across segments equally well, but each have their pros and cons.

    • Takeaway: Consider the tradeoffs of using each ad style, and choose based on the best fit with your brand’s broader marketing strategy.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.


Other Recent Hispanic Research Articles and Insights from Collage Group

Giana Damianos
Senior Analyst, Syndicated Research

Giana joined Collage in 2019 from Indiana University, where she studied economics, political science and psychology. In her spare time, Giana is getting to know Washington DC and its historic architecture.

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Hispanic Passion Points
What matters most to Hispanic consumers? Collage Group’s latest Multicultural Passion Points study includes key insights into Hispanic consumers to enhance brand engagement and activation.

View our webinar replay and download the attached presentation for key insights and implications:

Passion Points are the activities and areas of life of deep interest to consumers. They are the “things” that people prioritize when spending their time, money, and attention. And, they are concrete expressions of culture.

Collage’s Passion Point research offers deep insight into the 8 Passion Points we know are most important to American consumers. This work offers brands and marketers important tools to engage and win multicultural consumer segments.

To get you started with our Passion Points research, read on for topline findings on Hispanic consumers, as compared to other racial and ethnic segments.​​

1.) Food

When we asked respondents to rate their interest in cooking and baking, we found that 67% like or love cooking, and 63% like or love baking. Hispanic Americans have an even higher interest in cooking and baking, with 71% saying they like or love cooking and 69% saying they like or love baking. So, why is that the case?

One reason is: Hispanic Americans cook or bake to help them connect with their family’s culture. 35% of Hispanic Americans cook to connect with their culture, compared to just 27% of the total population. Bicultural and Unacculturated Hispanics particularly enjoy cooking for this reason. But the love of cooking isn’t just about family culture…

Hispanic Americans are also more likely to enjoy cooking for the broader social connections it allows. In our research, we found that 60% of Hispanic Americans say they enjoy cooking and baking with others, and 73% say they like discussing recipes with others. This desire for connection speaks to Hispanic Americans’ group trait of warmth, which is characterized by a drive to build meaningful relationships and an openness towards others.

Hispanic Americans Love to Both Cook and Bake

% of each segment that likes or loves cooking

% of each segment that likes or loves baking

2.) Travel

When we asked respondents how they feel about traveling, most (72%) said they like or love it. Hispanic Americans are particularly fond of traveling, with 78% saying they like or love it. Unacculturated Hispanics especially enjoy traveling. Data from 2021’s Passion Point research suggests that the greater desire to travel is likely tied to having family and friends that live outside of the United States.

When forced to choose whether vacation is about relaxing or doing exciting things, most Hispanic Americans (57%) said relaxing. However, when we look by New Wave (individuals aged 18-42) and Old Guard (individuals age 43-76), we see that younger Hispanics seek out travel that is “exciting.”

Younger Americans Uniquely Seek Out Adventurous Travel

Which of the following statements do you agree with most, even if neither is entirely correct?

Total Population Total Hispanic New Wave Hispanic (18-42) Old Guard Hispanic (43-76)

For me, going on vacation is about relaxing


For me, going on vacation is about doing exciting things


Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.

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Four Group Traits that Best Characterize Hispanic Consumers

The Hispanic segment accounts for most of U.S. population growth over the past decade, primarily driven by U.S.-born Acculturated and Bicultural Hispanics.

By 2060, Collage projects Hispanic consumers to represent 28 percent of the total U.S. population. To capture this growth, brands and marketers must deepen their understanding of the Hispanic consumer segment.

Across the last several years, Collage Group has been developing powerful new tools to help brands become more Culturally Fluent.  Our Cultural Traits are central to this effort. These data-driven tools provide measures of cultural variation that reveal insights into the similarities and differences across consumer segments.  Collage Group members use these tools to build more efficient general market campaigns, as well as more effective dedicated activations. 

The four Group Traits that best characterize the Hispanic segment are Cultural Duality, Optimism, Warmth, and Tuned-In.

1. Cultural Duality

Cultural Duality captures the feeling of being both “American” and simultaneously identifying with another culture or heritage. Individuals exhibiting this Group Trait constantly find new ways to both keep old traditions alive and redefine American culture in their own image.

Although Hispanic Americans firmly believe in keeping and cultivating their cultural heritage, they have had to adapt culturally as immigrants and minorities. As a result, duality is their reality—they seamlessly navigate both worlds with a cultural fluidity that is easy and authentic.

2. Optimism

Optimism refers to the proclivity to see one’s future as full of opportunity and promise.

Rather than worrying about the possibility of things going wrong, individuals exhibiting this Group Trait are confident that, in the long run, their problems will work themselves out and their lives will continue to improve.

Despite adversity and current anti-Hispanic sentiment, Hispanic Americans are still optimistic and hopeful about their future in the U.S., as a population and on an individual level. They challenge themselves to achieve success and trust that hard work will get them there.

3. Warmth

Warmth conveys one’s desire to prioritize having personal and “human” relationships with those around them. Individuals exhibiting this Group Trait want others to be as comfortable as possible in their presence, regardless of how long they’ve known one another or the specifics of their interactions.

Hispanic Americans place high value on creating warm, friendly, informal relationships with everyone they know and meet. The focus on informality doesn’t negate the existence of hierarchical roles or deference to authority—rather, it allows a bond of mutual respect, understanding, and trust to form. While this trait is slightly stronger in older Hispanics, younger Hispanics will likely embrace it as they age.

4. Tuned-In

Tuned-In represents a desire to keep up with the current cultural moment, especially when it comes to entertainment. People exhibiting this Group Trait are more likely to seek out and participate in the latest of trends and popular culture, and to have little shame in going along with “mainstream” tastes.

Hispanic Americans are open-minded and adventurous. Their lived experience adapting to cultures and their optimistic attitude culminate in a desire to insert themselves into the mainstream. They want to both understand and contribute to the current moment. And for as much as their environment shapes them, they equally wield influence.

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