CULTIVATING
OPPORTUNITIES
The Hispanic Marketing Council (HMC) was founded with a clear mission: to help brands authentically connect with and engage the U.S. Latino community—a consumer segment whose economic power cannot be ignored. With a GDP of $3.6 trillion, U.S. Latinos represent the fifth-largest economy in the world, a driving force that is shaping industries, markets, and mainstream culture across the country.
ABCFGHJ…Missing Letters (DEI) Do Not Diminish the Latino Impact
In today’s complex marketplace, cultural competency is the key to brand success. Gen Z and Gen Alpha are 50% diverse—two times more diverse than older generations. They expect more from brands, will boycott brands that do not align with their values, and do not tolerate Latino Coating. As brands plan for the future, Gen Z and Gen Alpha are critical growth markets.
Younger generations are more likely to prioritize inclusion, and a majority of older consumers also say it’s important. Millennials mark a shift—having grown up with greater diversity, and Gen Z takes it even further, actively expecting and factoring inclusion into their buying decisions.
The marketplace is moving toward a new dynamic with a growing appreciation of different cultures. Diversity does not just apply to certain groups on the edges, it pulls in everyone. Three-quarters of Americans say their community and lifestyle choices have been influenced by someone of a different race or ethnicity.
Hispanic Data Points at Your Fingertips
The HMC 2025 Hispanic Market Guide is the most comprehensive resource on the U.S. Hispanic market, featuring research and insights from HMC, Kantar, Nielsen and Latino Donor Collaborative.
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The HMC Hispanic Market Guide is the most comprehensive resource on the U.S. Hispanic market and provides brands and journalists with unparalleled competitive intelligence for locating and targeting the top agencies in the market.