- /
- All Industries /
- Culture and Identity /
- US Hispanics and Symbols of Identity Market Report 2023
“Hispanics are a multifaceted demographic that cannot be summed up by merely physical traits. Individuals see themselves as much more than their culture or physical traits when it comes to defining who they are. Their activities, skills, talents, and family roles are just as important as their heritage and community when it comes to expressing their identity. Consumers want to be fully seen, and successful representation will capture the diversity of the Latino experience by showing individuals carrying out activities that make them who they are.”
– Stefanie Kundakjian, Multicultural Consumer Insights Analyst, Hispanic Focus
This report discusses the following key topics:
- How Hispanics define their identity
- How Hispanics will feel seen and heard
- Areas used to express their individuality
- How physical appearance is used to express their identity
- The role confidence and empowerment play in identity expression
Collapse All
-
Overview
- What you need to know
- This Report looks at the following areas:
- Definition
- Market context
- What you need to know
-
Executive Summary
-
- Top takeaways
- Consumer trends
- Consumer activities and family roles are key in shaping how Latinos see themselves
- Figure 1: Influences on personal identity (any rank), 2023
- Hispanics showcase who they are not only through their physical appearance but their community and activities as well
- Outward expression of identity can be empowering and a connection to their heritage
- Competitive strategies
- Make Hispanics feel heard and seen
- Help Hispanics express themselves through physical appearance
- Expressing identity through physical appearance is connected to mental wellness, and brands have room to empower consumers
- Market predictions
- Figure 2: Hispanic consumer outlook, 2023-28
- Opportunities
- There’s an opportunity to meaningfully engage with Hispanic consumers through thoughtful storytelling
- Figure 3: Influences on personal identity (any rank), 2023
- Clothing and hair-related brands can set themselves apart in a highly saturated market by resonating with Hispanics’ desire to express themselves
- Figure 4: Expressing individuality/personality through physical aspects, men vs women vs all 2023
- Brands can gain buy-in from Latinos by entering the empowerment conversation in realistic ways
- Figure 5: Attitudes toward confidence, self-expression, and representation (any agree), 2023
-
-
Hispanics by the Numbers
-
- Hispanic are a vastly diverse demographic
- Figure 6: hip_latina Instagram post, 2023
- A young and growing population
- Figure 7: US population, by race and Hispanic origin, 2016-26
- Figure 8: Hispanic share of US population, by age, 2021
- Significant buying power despite lower incomes
- Figure 9: Median household income, by race and Hispanic origin of householder, 2020
-
-
Market Factors
- Inflationary conditions have made Hispanics weary, but consumer confidence slowly inches toward more optimism
- Figure 10: Consumer Price Index, 2007-22
- Figure 11: Consumer Sentiment Index, 2007-23
- Marketers will need to take into consideration that Hispanics – like the overall population – will be more judicious with their spending
- Inflationary conditions have made Hispanics weary, but consumer confidence slowly inches toward more optimism
-
Current Opportunities and Strategies
-
- Meeting consumer needs through the lens of the Identity Trend Driver
- Reach Hispanics with thoughtful acknowledgment of family habits
- Figure 12: Vicks US Instagram post, 2021
- Meeting consumer needs through the lens of the Value Trend Driver
- Communicate value by showcasing how your products fit their lifestyle
- Figure 13: Adidas Women, 2023
- Meeting consumer needs through the lens of the Rights Trend Driver
- Focus on long-term efforts that empower and support Latinos that go beyond Hispanic Heritage month
- Figure 14: wearemitu, 2023
-
-
Hispanic Symbols of Identity – Fast Facts
-
-
Defining Identity
- Skills and family roles are key to defining identify – ahead of physical appearance
- Figure 15: Influences on personal identity, 2023
- Women are more likely to define who they are by their skills and men by their role in the family
- Figure 16: Influences on personal identity, 2023
- Communicate value to men by showcasing how your products fit their lifestyle
- Figure 17: Healthy children app Instagram post, December 2022
- Capture women’s attention with messaging that fits their aspirations
- Figure 18: Athleta and Allyson Felix, 2022
- Younger consumers identify more with their hobbies and interests while older consumers are more influenced by their culture and family roles
- Figure 19: Influences on personal identity, by age, 2023
- Draw Hispanics to your business or organization through job-ready skill training and continuous learning development
- Figure 20: Coursera Instagram post, 2022
- Skills and family roles are key to defining identify – ahead of physical appearance
-
Areas Used to Express Individuality and Personality
- What Latinos do and who they are with are just as important of a reflection of who they are as what they wear
- Figure 21: Areas used to express individuality and personality, 2023
- Create exciting opportunities for Hispanics to express themselves through their physical appearance
- Figure 22: Importance of physical appearance to express identity, 2023
- Hispanics use clothing and hairstyle to express their identity, but men more likely to use footwear and women makeup
- Figure 23: Physical elements used most often to express individuality/personality, men vs women vs all 2023
-
- Figure 24: Vive Cosmetics Instagram post, 2022
- Figure 25: Nike and Nike SB Instagram post, 2022
- Hispanics want a casual style, but women prioritize practicality and men trendiness
- Figure 26: Describing personal style, men vs women 2023
- 25-34 year olds feel the brands they use are an expression of themselves
- Figure 27: Expressing individuality/personality through social media, by age, 2023
- Consider leaning into personalization, as it allows consumers to express their unique identities
- Figure 28: Attitudes towards self-expression and brands, by age (any agree), 2023
-
- Figure 29: Selena Instagram post, 2021
- Brands need to stay abreast with Hispanic musicians to create relevant content for Hispanics
- Figure 30: Expressing individuality/personality through media, 2023
-
- Figure 31: Bad Bunny Instagram post, 2023
- Figure 32: Sephora Instagram post, 2023
- What Latinos do and who they are with are just as important of a reflection of who they are as what they wear
-
Expressing Identity Through Physical Appearance and Mental Wellness
- Consumers want offerings that help them feel empowered and connected to their heritage
- Figure 33: Attitudes towards confidence, self-expression, and representation (any agree), 2023
- Physical appearance is a connector to community
- Foster connections with others through virtual spaces
- Figure 34: Geneva Instagram post, 2023
- Brands can enter the mental health conversation by focusing on self-expression
- Figure 35: Attitudes towards representation in mainstream trends and comfort expressing identity in public (any agree), 2023
- Cater to fathers that want to experiment with new looks; create messaging that accepts them
- Figure 36: Attitudes towards outward expression of identity, fathers vs overall, 2023
-
- Figure 37: Vans Instagram post, 2022
- Consumers want offerings that help them feel empowered and connected to their heritage
-
Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Abbreviations and terms
- Data sources
About the report
Below is a sample report, understand what you are buying.
Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.
Other Popular Reports
A Divided America Consumer Report 2023
$4,995 (Excl.Tax)
Americans are concerned about the country's continued political divide and are grappling with stress over the upcoming 2024 Presidential election. Lisa Dubina, Senior Culture and Identity Analyst ...
Find out moreUS Marketing to Hispanic Moms Market Report 2023
$4,995 (Excl.Tax)
Marketing to Hispanic moms goes beyond traditional parenting themes. They seek support in family management and self-care that require a nuanced approach. Stefanie Kundakjian, Research Analyst ...
Find out moreAmerican Lifestyles: Consumer Recovery & Reset Market Report 2023
$4,995 (Excl.Tax)
“After several years of unprecedented turmoil and uncertainty, American consumers are ready to look to the future and discover their ‘next normal.’ Although economic uncertainty and global concerns...
Find out moreUS Hispanics and Symbols of Identity Market Report 2024
$4,995 (Excl.Tax)
Many Hispanic consumers cannot see themselves reflected in marketing materials and the majority continue to see stereotypes in messaging. Stefanie Kundakjian, Research Analyst ...
Find out moreUS Marketing to Hispanic Millennials Market Report 2023
$4,995 (Excl.Tax)
“Hispanic Millennials experience satisfaction in their lives, but they also face high levels of anxiety and frustration. Notable variations exist among younger and older Millennials making it crucial...
Find out moreTrusted by global industry leaders
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
It’s mostly me who uses them but if I know someone is working on something specific I will share the relevant reports.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
Andrew Neeson, Market Intelligence Manager, VocaLink
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Sr. Marketing Manager, CE, Amazon
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
“One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.”
Jeff White, Business Development Director, Deutsch
