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Being a brand ally to Hispanic (Latine, Latinx, Latin@) consumers

Author

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  • Filippelli, Marina

    (Orci, USA)

Abstract

This paper outlines reasons why brands should focus on becoming better allies to Latine consumers. It argues that whatever term is used to describe this growing demographic, its importance from both a cultural and purchasing power standpoint cannot be dismissed any longer. One in five Americans is Latine, and by 2023 the buying power of the US Latine population is expected to exceed USD$1.9 trillion. Now is the time for marketers to find ways to build real connections with Hispanic consumers. Towards this end, best practices are proposed to demonstrate allyship, highlighting non-traditional areas where brands can lend support, such as around generational wealth and mental health. Brief case studies of successful allyship are also provided.

Suggested Citation

  • Filippelli, Marina, 2023. "Being a brand ally to Hispanic (Latine, Latinx, Latin@) consumers," Journal of Brand Strategy, Henry Stewart Publications, vol. 11(4), pages 337-343, March.
    • Handle: RePEc:aza:jbs000:y:2023:v:11:i:4:p:337-343
    as

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    More about this item

    Keywords

    brands; allyship; Hispanic; multicultural marketing; multisegment marketing; Latine;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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