Do you know how to reach Latinos in the U.S.? Latinos are a precious group for retail.
According to a GDP analysis cited in Forbes magazine, it contributes the most to the country’s economic growth.
But, even though it is investing its money in brands, it feels entirely neglected by them. It’s unfair.
To win the loyalty of this market, you must commit to genuinely serving it, as leading companies do.
Want to get an idea of how they behave? According to Collage Group, here are the top ten favorite brands for Hispanics. Take a look.
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You may already know or are a member of this subscription-based audiovisual platform. It has conquered a top place in the streaming market.
It is one of the Hispanic community’s favorites for watching movies, series, videos, documentaries, and more online.
Netflix has original content and numerous titles produced in different countries.
Access is easy; you can do it from any compatible network device, whether a smart T.V., laptop, tablet, or smartphone.
The company was born in 1997 as a different business model. It was a DVD rental company. It started streaming videos in 2007.
The variety retailer, created by Sam Walton in 1962, is undoubtedly another favorite of Latinos in the U.S.
The reason? Its low-price policy makes customers’ lives easier. Walmart offers special promotions on all its products daily.
Walmart allows consumers to save money on purchases and take home more consumer items.
Despite the low prices, Walmart offers a beautiful shopping experience because the merchandise and service are high quality.
This approach has allowed the multinational company to gain popularity among Latinos.
Another major U.S. retail brand that has created a connection with the Hispanic community.
Target has more than 1,900 stores throughout the territory, where it supports collaborations with emerging producers.
As a result, it is possible to find collections from small Colombian designers or other parts of the world in these stores.
In addition, its marketing campaign focused on cultural relevance has made it have many loyal consumers.
4. TACO BELL
Latinos in the U.S. love this restaurant chain.
This community learned about this establishment in 2012 when it prepared the “Live Más” campaign.
It consisted of celebrating the love for typical Mexican food and the joy of being alive.
Since then, the brand has continued to garner a strong following.
Its relevant ads, social media content, and partnerships with influencers in the Hispanic community help cultivate customers.
John Pemberton invented this soft drink brand 137 years ago. It has a carbonated cola flavor and created a social connection with the Hispanic community, leading to their loyalty towards it.
Proof of this is the advertising campaign carried out in 2015 to highlight the pride of being Latino and the cultural roots of this group of people.
For Hispanic Heritage Month, Coca-Cola printed the most famous names on beverage cans.
It handed them out during a bus tour of Los Angeles so consumers could get temporary tattoos.
Latin Americans are fans of this restaurant franchise, which reaches them through different advertising campaigns.
For example, the campaign with the slogan “I’m lovin’ it” was used globally to position fast food as one of the daily pleasures.
The campaign emphasizes the importance of family togetherness for Latinos, showing families enjoying the brand’s hamburgers and fries.
After its launch in 2013, McDonald’s experienced 23% growth in the Hispanic market, according to marketing research.
The franchise uses cultural values and emotions, bilingual advertisements, and catchy songs to appeal to its audience.
Latinos in the U.S. also like Amazon, another customer-centric retailer.
Did you know that it used to be an online bookstore? That was Jeff Bezos’ original idea when he founded Amazon in 1994.
However, due to the economic bubble 2000, he expanded his portfolio with strategic alliances. Thanks to this unexpected plan, it had an astonishing growth.
Today, it leads global e-commerce and distributes products like technological equipment, clothing, footwear, and furniture.
The shopping season, Amazon Prime Day, is a customer favorite, offering more significant discounts and new product launches.
Almost everybody uses the services and products of this multinational technology company.
It has an Internet search engine, Gmail, Drive, Google Maps, Google Chrome and YouTube. So we’re sure you’re familiar with it.
Google’s ecosystem includes other advanced tools focused on artificial intelligence, digital advertising, blogger, etc.
This platform was created in 1997 by Larry Page and Sergei Brin, two computer science students at Stanford University.
It is a famous brand worldwide whose services allow users to do many valuable things.
Many Latinos in the U.S. make their purchases with debit or credit cards bearing the name of this brand.
VISA facilitates transactions by eliminating the need to carry cash to purchase products. In addition, it is the one most retailers accept.
Visa is not a bank but a financial services company that provides digital payment products to institutions.
Bank of America created this multinational in 1958 and called it BankAmericard. It changed to Visa in 1976 after joining other licensees to form a single credit card network.
The line of skin and hair products became another powerful brand, talking about beauty differently.
From 2003 to 2004, it went from being a well-known soap brand to a full range of hygiene and beauty products.
This was made possible by marketing messages encouraging women not to believe in unattainable stereotypes.
Dove also created content to reinforce self-esteem, a strategy that has worked well ever since.
This means it has been able to leverage the brand’s values and connect with its target market through effective and consistent campaigns.
Related Article: Hispanic Food Brands in 2023, a Year of Challenges
3 PREFERENCES OF LATINOS IN THE U.S.
The Latino community in the United States is enormous. Thousands of groups have different cultural backgrounds, priorities, and purchasing power.
Interacting with these consumer groups is essential to understanding their interests and offering them something of value.
This includes a preference for specific brands, respect for their beliefs and values, and American traditions.
Many of them were born in the USA. Here are three branding strategies preferred by this demographic.
1. INCLUSIVE CONTENT
Hispanics prefer brands that identify with them. For example, those that tell true stories or show multiculturalism in ads.
This type of content makes them feel included and valued, creating a long-term relationship of loyalty and connection.
2. SOCIAL RESPONSIBILITY
U.S. Latino audiences also value social initiatives developed by brands within their communities.
Most buy from brands that invest in community projects, donations, or other social causes.
3. CULTURAL AUTHENTICITY
Latinos don’t want brands to pretend to be like them. They want a real commitment to serve them as they deserve.
So, to win their loyalty, it’s best to be authentic and show respect for their cultural diversity in your marketing campaigns.
Ultimately, to be one of the brands Latinos prefer in the United States, you must understand your audience clearly.
This way, you can create a truly effective and lasting strategy to meet their needs.