“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

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas:
        • Definition
          • Market context
          • 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
                                  • 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
                                            • 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
                                            • 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
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Consumer survey data
                                                    • Abbreviations and terms

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