2026
Hispanic
Market Guide

America’s largest growth market is not waiting—and neither should your brand.

The Hispanic Marketing Council’s 2026 Hispanic Market Guide is the most comprehensive resource designed to help marketers navigate today’s complex environment while connecting authentically with U.S. Latinos. This free guide combines market intelligence, consumer insights, media trends, CMO perspectives and a directory of trusted Hispanic marketing experts.

Inside the guide, you’ll find:

• A directory of HMC-vetted advertising, media and marketing firms with Hispanic expertise
• Updated Hispanic demographic and economic data, including population growth, workforce participation, consumer spending and entrepreneurship trends
• Perspectives from marketing leaders at The Home Depot, Nestlé USA, Coca-Cola, Google, Covered California, and more
• Analysis of shifting consumer sentiment, brand expectations, cultural relevance and values-based marketing
• Best-in-class case studies from the 2026 Strategic Excellence Award winners and a special creativity section from Círculo Creativo USA
• Comprehensive marketing and media consumption insights, including a special section on radio from the Radio Advertising Bureau

Today, U.S. Latinos represent a $4.1 trillion economy, account for more than half of U.S. population growth and drive 78% of net new workers. For brands looking for growth, the path forward is clear: culture is not a layer added after the strategy—it is the strategy.