The news: As Hispanics become an important driver of US population and spending growth, recent reports show the community remains underrepresented in significant aspects of American life such as media and entertainment.
Room for improvement: Hispanics have very low representation in US media and are likely to work in service roles, per a Government Accountability Office report on Latinos in film, television, and other publishing outlets released in early October.
Despite their low presence in media, Hispanics are making a mark on the US population and economy. Latino buying power continues to rise, and the group’s US consumer expenditures are growing faster than those of non-Latino consumers, our Spotlight report notes.
These stats are meaningful because Hispanics can be a powerful consumer base for brands. McKinsey found that Hispanics are willing to pay 1.2 times more, on average, for products they feel are better suited to their needs and preferences.
Go further: For more data on US Hispanics and how brands can meet their needs, read our Spotlight: Hispanic Consumers 2022.
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