Welcome to the Truth About Latinx study hub!

Truth #1 focuses on Identity which helped us uncover an important implication: Country of origin and regionality are often ignored in advertising for the sake of efficiency. But if we want to connect more effectively, it’s time to get personal.

The industry has been quick to latch on to the term "Latinx" but rather than adding another broad label to the mix, Latinos are hungry for marketers to get personal.

Next up, we looked at Cultural Closeness which revealed an important implication for cultural accuracy in everything from segmentation to tracking research. Truth #2 shows it's time we start asking the right questions or we're going to keep getting misleading answers.

Pitting Latino culture against U.S. culture forces people to choose between ethnicity and nationality. Only when you remove that comparison is the true closeness to culture revealed.

Thinking of the U.S. culture in relation to Hispanic/Latino culture, how close do you feel?

How close do you feel to Hispanic/Latino culture?

Truth #3 grapples with the fact that cultural pride isn’t felt the same by everyone. We need to recognize and celebrate all Latinos, whether they “look Latino”, were born in Latin America, or speak Spanish fluently. What matters is the culture they feel proud of.

While the feeling of Latino pride is universal, there are elements of the culture that can be alienating. What can be a source of pride for some, can be a cause for insecurity in others.

Next, we dug into cultural empowerment. We're entering a new era where it's not enough just to communicate to Latinos separately. They also need to be reflected in mainstream communications as the cultural powerhouse they truly are.

Seeing just how much influence Latinos have externally is empowering them to embrace their culture more internally.

Latinos are increasingly driving cultural trends in today's America.

Being Latino can be a superpower.

In comparison to when you were younger, how much do you embrace your Hispanic/Latino culture today?

Another essential theme is authenticity, because what we’ve heard loud and clear is that basic Hispanic 101 insights aren’t cutting anymore. By sticking to the same old stereotypes, we’re only letting Latinos down. The time for real representation is way past due.

There's a huge discrepancy between how Latinos see themselves portrayed and who they truly are.

Brands and companies should be doing a better job at portraying Hispanic/Latino culture accurately

Latinos overwhelmingly feel that most portrayals of them in today's mainstream American culture are:

Truth #6 addresses representation, or lack thereof. As advertisers, it's important to recognize that we not only have the power to help shape the larger culture, but a responsibility to lead the way in filling the gaps of representation.

Latinos are not just hungry for more mainstream representation. They’re starving for real role models, especially on the professional side.

Do you think there is enough Hispanic/Latino representation in today's mainstream American culture?

In which fields/professions do you wish there were more Hispanic/Latino role models?

Beyond representation, Latinos are looking for advocacy. It’s not enough to only address this population during Hispanic Heritage Month. Reflecting Latino culture in marketing makes good business sense. But more importantly, it's the right thing to do.

Across the board the data shows that when you invest in Latinos, they'll invest in your brands.

"How much would the following impact your consideration in purchasing a brand or product?"

The brand reflects or represents my culture in their advertising

The products they create reflect my culture

The brand is active or has taken an interest in supporting my community

Truth #8 looks at the prevalence of cultural fluidity driven by context, known as Code Switching.

Traditional acculturation models force people into separate buckets. But the truth is, one person can go through many "acculturation levels" in a single day. Rather than relying on acculturation alone, we can leverage code switching as a powerful engagement tool for messaging. Not just at the right time and place, but through the right cultural lens.

Cultural expression can shift in ways both overt and subtle depending on who Latinos are with and where they’re at.

Do you find yourself switching any of the following behaviors depending on who you’re interacting with?

On average, how often do you find yourself switching any of these behaviors?

 

Just as they code switch in life, they also code switch in media consumption. Truth #9 found two pieces of data that reveal huge holes in the world of Hispanic media.

There’s a game-changing opportunity for the industry to shift to a more culture-first approach when it comes to creating media content.  This would not only answer a cry from consumers but would also give advertisers more and better ways to connect with them.  Pioneering shows like Gentefied and One Day At A Time have helped pave the way, but they’re just the tip of the iceberg.

The current media landscape squeezes Latino culture through a language-centric filter, which only serves to limit their level of engagement.

"I wish there was more media content that I could choose to watch in either English or Spanish."

"Regardless of language, I wish there were more media content made for Latinos."

Parents are the window to culture and Truth #10 takes a look at how today's parents approach is passing culture down to their kids.

And what it shows is that culture is no longer simply inherited but rather created. And while the industry has traditionally leaned on moms as the windows to Latino culture, our data reveals that dads are not only an untapped opportunity to engage, but they play just as powerful a role.

Today’s parents aren't just passing their culture on, they're pushing it forward.

Parents of kids under 18 agree:

"It's important to pass on Hispanic/Latino culture to future generations."

"It's a good thing traditional masculine and feminine gender roles are changing."

"I'm actively challenging traditional Hispanic/Latino gender roles."

We couldn’t let this study end without talking about language.

Some sources will tell you that Spanish is dying in the US, but Truth #11 shows that’s simply not true. It remains a vital part of the mix of Spanish, English and Spanglish that today’s Latinos use to express themselves. Yes, even younger Latinos, including Gen Z. In fact, the majority can’t fully express their emotions without Spanish. So, for brands wanting to connect on a deeper emotional level, the inclusion of Spanish is essential.

Whether connecting with each other or with brands, sometimes only el lenguaje del corazón will do.

How important is "speaking Spanish or using Spanish words & phrases” in staying connected to Hispanic/Latino culture?

Which language do you typically use to express your emotions (love, anger, sadness, joy)?

How much would it impact your consideration to purchase a brand or product if "the brand communicates in Spanish and English?"

The final piece in our study, Truth #12, looks at how brands can win with Latino consumers.

Few brands are truly doing a good job at embracing Latino culture. The ones who do take different paths to achieving it, but the most important quality they all share is building credibility and trust. There's so much opportunity for more brands to step up.

Brands that win with Latinos take different approaches but the common denominator is credibility.

Name 3-5 brands or companies that you feel do a good job of embracing Latino culture today.