VRTC | Trending: The Cultural Impact and Influence of US Hispanics on Industry Trends
You may know by now that US Hispanic consumers are growing in population size and purchasing power at a fast rate. So it should come to no surprise that with this noticeable increase that Hispanic culture has not only been leaving lasting influential impressions on industry trends in the general and total market but setting new trends as well.
The US Hispanic population by now has reached 57 million in total and growing. Therefore it is only natural that a consumer group of its size wouldn’t be overlooked for long by brands and businesses looking to start product conversations. But despite its size, the Hispanic market can be tricky for brands to navigate and find their target consumers.
That’s because not only do Hispanic consumers like Hispanic Millennials require a greater understanding of the finer values and nuances within Hispanic culture in order to build a connection, the bigger underlying reason for their elusive brand loyalty is that Hispanics are now leading the way in setting industry trends and just as soon as brands catch-up with these consumers they have already started redefining what is new and trendy yet again.
This in itself is a testament to the cultural impact and influence of US Hispanics on industry trends in the Present and near Future. You don’t even have to look far to find clear examples of brands and industries taking notice of the importance of building product conversations with the Hispanic Market or in most immediate cases, Hispanic consumers establishing and defining what is the new normal in American culture.
Auto, Beauty, Fashion, Food, Sports: you name it — Hispanics have made their influence known in that industry. For example: one of the most prominent and illustrious cases of Hispanic consumers influencing industry trends is the recent creation of the Selena Quintanilla — M.A.C Cosmetics collaboration. Although this cultural cornerstone has been gone long before many of her current fans sparked this inspired movement, this clearly demonstrates Hispanic consumers making their voice and their culture’s voice heard and known by brands eager to make a connection.
This isn’t an isolated case either as examples from Google support and forecasted this increasing interest and influence of Hispanic culture in this industry as some of the largest searches by not just Hispanic consumers but many general market consumers on the rise on Google and YouTube have included how-to(s) and tutorials for beauty and fashion. What’s more it is now widely known that Hispanic consumers are some of the most prolific consumers and sharers of digital content as well as setting new trends in digital.
Once again other industries have taken notice of their influence — due in part to their rise in affluence the auto industry has renewed interest and efforts in identifying ways to get in the fast lane in connecting with Hispanic consumers. Humble traditional Mexican beverages such as Tequila and Aguas Frescas have received a greater interest from the general American public looking for a way to experience and appreciate the Hispanic culture and lifestyle without leaving their home but still being able to enjoy it with their family and friends. Even the effect of global Sports events such as the World Cup have been both muted and amplified in the US thanks in part to the fact that Soccer, another common cornerstone of Hispanic households, is becoming so well-known, accepted, and appreciated as an American pass time it is no longer viewed as a rare occurrence but a commonplace fixture in everyday life.
As we mentioned before, it seems just as soon as brands are catching up to Hispanic consumers they are already at the forefront of setting new trends and standards in industries far and wide. We at VRTC understand this and strive to help brands build connections and spark product conversations with their target consumers in the Hispanic market no matter the rate they adapt and set new trends. Is there anything you would like to add to the conversation? If so, leave a comment and share your experience. If you enjoyed the article, share it! For further insights, discussion, or inquiries for help in sparking your own product conversations fill out our contact form or simply #AskVRTC.
Sources: Google, MulticulturalRetail