IPR is featuring research and some of the many Latino pioneers who have had an impact on the field of public relations in celebration of Hispanic Heritage Month.
The Hispanic Marketing Council explored Hispanic individuals’ perspectives of Hispanic representation in the media and brands.
A review of surveys, census data, and past Nielsen findings was conducted in 2023.
Key findings include:
1.) 69% of Hispanic audiences seek out diverse-owned media, which is 24% more likely than the general population.
– 71% seek out diverse-owned businesses.
– 52% buy from brands that give back to the community.
– 50% trust diverse-owned programming and perspectives.
2.) 82% of Hispanic respondents said companies that made a sincere effort to be part of or invest in their community deserved loyalty.
– 49% of Hispanic viewers said they’re more likely to buy from brands that advertise inclusive content.
3.) 41% of Hispanic respondents felt there’s not enough content that represents them.
Read the original report here.