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

Marina Filippelli
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Marina Filippelli: Orci, USA

Journal of Brand Strategy, 2023, vol. 11, issue 4, 337-343

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.

Keywords: brands; allyship; Hispanic; multicultural marketing; multisegment marketing; Latine (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2023:v:11:i:4:p:337-343

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