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Hispanic Heritage Month is a time to celebrate the ever-expanding contributions of Hispanic Americans to U.S. history and culture. The celebration originated as Hispanic Heritage Week in 1968 but was expanded to a full month in 1988. Rather than taking place within a calendar month, Hispanic Heritage Month begins on September 15th to commemorate the Independence Day of the Latin American countries Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua. It also includes Independence Day for Mexico on the 16th, Chile on the 18th, and concludes with Día De La Raza, on October 12th.
According to Collage Group’s Holidays and Occasions survey from 2021, 57 percent of Hispanic Americans celebrate Hispanic Heritage Month, supporting Hispanic-owned businesses and enjoying traditional Hispanic foods and beverages, among other activities. 42 percent of the total Hispanic population say that this month is important to them, making it an opportunity to activate and reach Hispanic American Consumers.
Download the attached presentation for more. In the meantime, take a look at a few key insights and action steps for Hispanic Heritage Month.
Key Insight #1
Most Hispanic Americans are open to brands activating on Hispanic Heritage Month in their marketing and advertising. They are mostly interested in brands educating Americans about Hispanic cultures and their continued influence in America today.
Implication:
Create marketing campaigns that not only celebrate Hispanic Americans but inform people on specific contributions of Hispanics to American culture.
Key Insight #2:
Bicultural consumers are most likely to buy products that are created specifically for Hispanic Heritage Month.
Implication:
Craft culturally specific messaging that speaks on the duality of feeling both American and Hispanic. Make use of Spanglish to connect with bicultural consumers.
Key Insight #3:
Hispanic Americans take pride in their persistence in the face of adversity and would like to see brands acknowledging their people’s perseverance.
Implication:
Bring the spirit of perseverance to your campaign, highlighting the importance of resilience for people in the Hispanic community.
For more research on how to connect with and engage Hispanic American consumers, download the attached deck above. To gain even more insights see our Essentials of Hispanic Consumers study.
