Article originally published on Forbes
As a marketer with more than 30 years in the industry, I’ve seen trends come and go. But what’s currently happening in this nation with Hispanic consumers isn’t just a trend. It’s a profound shift that presents an unparalleled business opportunity for brands that are willing to listen, adapt and become relevant.
As a driving force within multicultural consumers and a purchasing power of $2.7 trillion, Hispanics are influential consumers you simply cannot afford to ignore. In fact, disregarding them is a business misstep that has already cost some companies dearly.
Hispanics accounted for just under 71% of U.S. population growth between 2022 and 2023, and 67% of them were born in the U.S. Today, more than 55% of U.S. Hispanics are part of the middle and upper class.
For years, the Hispanic community has been recognized for its significant economic clout. According to a 2024 report from NielsenIQ, Hispanic consumers’ spending on consumer packaged goods grew 4.8% year-over-year, outpacing the national growth rate of 3.6%. However, 2025 has brought a crucial wake-up call for retailers and manufacturers. Economic uncertainty, inflation and the current administration’s immigration policies have started to affect sales for retailers.
Supermarkets, convenience stores, mass merchandisers, etc., have all seen a substantial decline in Hispanic in-store shopping rates, with supermarkets experiencing the largest drop of over 11%. This shift is due to financial uncertainty in the U.S. economy and concerns about the current administration’s enforcement of immigration policy, but it’s also a silent protest demonstrating how influential these consumers are in the nation’s economy.
However, this in-store retreat doesn’t mean a halt in spending. It signifies a pivotal shift in how and where Hispanic consumers are spending their money. As they’ve temporarily reduced their shopping in traditional store visits, they are now using more online avenues for purchases, pickup options and home delivery. This change in purchasing behavior opens the door to reevaluate your current marketing and sales strategies and learn how to engage with them in a more meaningful, culturally relevant way. It also shows that retailers may need to start running campaigns to bring that confidence back to visit their stores.
Here are three strategic opportunities:
1. Culturally Tailored Digital Experiences
Hispanic audiences are profoundly digital-savvy and early adopters of new technology. They are more likely to shop according to their values and vote with their dollars, which means they actively support brands that reflect their beliefs.
Understanding the Hispanic consumer journey is a crucial component for business success. Yet for many brands, this is a gray area. In my personal experience, sometimes companies tend to use general market data to determine how they attempt to reach Hispanic consumers. Or they gather extensive data about the “what” but they are missing the “why.”
In-depth cultural research is essential for developing a culturally relevant strategy and campaign. Brands should have a consumer-centric focus and leverage cultural insights to understand Hispanic values and motivations. This could mean offering bilingual mobile-friendly experiences with authentic copy that highlights family, community and cultural celebrations. Or it could mean tying product recommendations to cultural moments like Hispanic Heritage Month and quinceañeras. Remember, success also requires commitment and proper budget allocation throughout the year.
2. Influencer Partnerships And Social Commerce
Brands have a great opportunity to collaborate with trusted Hispanic influencers who showcase how they use their products in everyday life, especially via Instagram, TikTok or YouTube. Aim to highlight convenience and lifestyle fit through relatable storytelling.
Remember, as a marketer, you must start by identifying the right voices that authentically connect with this influential audience. Go beyond follower count and make sure influencers are aligned with your brand’s value and that they’re trusted in the community. Tools like Upfluence and Aspire can help you discover relevant creators while actively monitoring Instagram, TikTok and YouTube for some potential leads.
As author and marketer Seth Godin said, “Marketing is no longer about the stuff that you make, but about the stories you tell.” Finding the right influencer will help you propel your brand even further as a support for your traditional and non-traditional campaigns.
3. Localized Promotions And Loyalty Programs
A great opportunity here is to use geotargeting and first-party data to offer personalized discounts, rewards and delivery incentives in high-density Hispanic communities. Make it easy to earn points for both online and in-app purchases. This approach not only drives repeat purchases but also builds a sense of brand appreciation and trust. For example, you can curate product bundles promoting cultural celebrations like Mother’s Day, Three Kings Day, etc. You can also create rewards programs that celebrate family and togetherness by offering extra loyalty points for groups or family-size purchases.
When consumers feel seen, heard and rewarded, they’re more likely to become long-term brand advocates. It goes beyond language. It is about how you make them feel. Your outreach should show genuine effort.
The message is clear: Brands that continue engaging with Hispanic consumers in times of uncertainty are the ones that will grow and increase market share as the mainstream becomes multicultural. To increase Hispanic consumers’ confidence and bring them back to your stores, it is better to communicate than to be silent. This isn’t just about reaching a demographic; it’s about building authentic relationships with a powerful, tech-savvy and values-driven consumer base that is ready to “vote with their dollar.” The time to act is now.