Beyond tacos: Understanding the diverse and dynamic Hispanic population

The presentation discusses the rapidly growing influence and economic power of the U.S. Hispanic population, emphasizing the imperative for marketers and researchers to better understand this diverse community. It highlights key statistics showing Hispanics are now the largest minority group at 19% of the U.S. population, with a buying power of $2.5 trillion, while also underscoring the diversity of a segment that spans many countries and cultures as well as varying levels of acculturation. The presentation stresses the importance of truly listening to and engaging with Hispanic consumers to connect authentically, given fundamental roles of language and cultural identity. Overall, it makes a compelling case that researching and marketing to Hispanics effectively requires recognizing and embracing the complexity and heterogeneity inherent across this influential demographic.