Marketers and advertisers can connect with the brand-loyal Latinx community by authentically aligning on certain social issues, according to Nielsen’s 2018 research. Building and keeping trust is a vital part of that loyalty, as brands must develop meaningful dialogue with Hispanics, with relevant content that shows they care about the Latinx community, and then utilize the power of social media to engage.
Their research found:
- 57% of U.S. Hispanics are more likely to purchase brands that support a cause they care about over-indexing by 9% as compared to non-Hispanic Whites, and 80% agree that when they find a brand they like, they stick with it.
- 43% agree they expect the brands they buy to support social causes (over-indexing by 26%)
- 58% agree they are willing to pay more for a product that is environmentally safe, and 53% agree a company’s environmental record is important to them in their purchasing decisions (over-indexing by 8%)