As the U.S. Hispanic population grows, BCW’s point of view of this audience aims to give perspective to the diversity of this group, their media consumption behaviors, brand relationships, their current challenges and the impact of COVID-19, view on the Black Lives Matter Movement and the current political landscape.
At BCW, we move people and, to move people, we need to understand, include and celebrate diversity.
Hispanics have contributed to the growth of the U.S. They currently make up 18% of the population and are from a slew of countries. The diversity of heritages means having multiple labels they relate to. This group contributes to America culturally and economically, but they still face many challenges. Some face disadvantages in terms of finance, education and healthcare, as well as face discrimination and immigration issues. As COVID-19 continues to sweep the nation, their challenges multiply. Some might think that the Latinx population in the U.S. continues to struggle to find their place in American society. Younger Latinx have taken up activism roles to help fight discrimination and several are starting to realize the power they hold as a collective when they utilize their right to vote.
Brands need to acknowledge the Hispanic’s buying power.
Download BCW's full Navigating Hispanic Heritage Month POV to read more.