The U.S. Hispanic Chamber of Commerce (USHCC), America’s leading small business advocacy group, and Chemistry Cultura, a minority-certified marketing agency with several Fortune 500 clients, unveiled a jointly-commissioned research study called THE LATINO MOSAIC.  The statistically significant survey polled 1,427 U.S. Hispanic adults, from a wide swath across country-of-origin, age, acculturation level and language preference. Concurrently, the study also included a “control test” of equivalent size from the general market population.  The combined results deliver the latest snapshot of the Latino demographic, currently representing one-in-five Americans.

“21st century marketers crave data to help them make smart decisions, and inform campaigns that deliver ROI from growth segments,” said Mike Valdes-Fauli, Chief Operating Officer of Chemistry and President of its multicultural division, Chemistry Cultura.  “With Hispanics representing 50% of America’s net population growth, it’s thrilling to have a finger on the pulse of this critical demo.  We often talk about insights, not stereotypes, and this study epitomizes that approach, delivering actionable recommendations for brands to win big with Latinos.”

The survey revealed many compelling points, including surprising Gen Z social media preferences, an exponential growth of Spanglish, loyalty built from brands that exhibit respect for heritage, and actionable tips to ensure advertising lands with cultural nuance.  Results were unveiled at a cocktail party and panel discussion hosted at The Whitney Museum of American Art, a cultural institution that has reinforced its outreach and engagement with the burgeoning Latino community.

“Our focus at the USHCC is to empower Hispanic business success, and in so doing ignite broader American prosperity,” said Ramiro Cavazos, President & CEO of the USHCC.  “To succeed with this fast-growing segment, brands must do their homework and demonstrate true commitment, not condescension. With that in mind, we’re thrilled to partner on this landmark study that will give a leg up to American companies, both large and small.”

Below are several compelling data points from the study:

• MEDIA
  • Latinos are much heavier users of TikTok, with 48% on the platform daily as compared to only 36% of the gen market, and 20% saying they “find new brands” on TikTok as opposed to only 11% of general market.
  • Despite being rapid adopters of social media, Latinos are still fervent viewers of television, including a whopping 42% who still watch broadcast television daily.
• LANGUAGE
  • 65% of Latinos still prefer at least some Spanish in their advertising.
  • English as preferred language at home has grown exponentially by generation. 50% of first-gen prefer speaking Spanish, and the number drops to 4% of third gen.
  • However, counter-intuitively the opposite occurs with Spanglish. Rather than merely adopt English, 20% of Gen Z prefer Spanglish over either individual language, as compared to only 14% of Millennials and 10% of Gen X.
  • Recipients overwhelmingly refer to themselves based on country of origin and/or prefer the catch-all term Latino. The term Latinx was negligible in terms of usage, and was strongly refuted as “an inauthentic creation of corporate America.”
• BRAND MARKETING
  • Music is growing in popularity with younger generations, as 38% of Gen Z Latinos say it’s their #1 passion point, vs. only 17% of Boomers (who prefer sports by a wide margin).
  • When asked what element they most like in advertising, respondents heavily favored ads featuring Hispanic casting (34%) over elements such as interest in product (19%).
  • Latinos remain more brand loyal than the gen market, and 57% attribute that loyalty to “exhibiting a respect for my Latino heritage.”
  • According to respondents, the top three mistakes that brands make in their Latino advertising are 1) use of stereotypes, 2) misuse of language and 3) not reflecting the immense diversity of the U.S. Hispanic community.