US EditionNEW STUDY SHOWS US LATINOS ARE RISING IN SELF-AWARENESS, BUT FEEL INCREASINGLY IGNORED BY BRANDS AND MEDIA
- On June 17, 2025, the Hispanic Sentiment Study 2025 was published, highlighting the increasing empowerment of U.S. Latinos alongside a growing sense of underappreciation by brands and media, as revealed by a report from the organization behind the initiative.
- The study highlights a Recognition Recession characterized by decreasing trust in brands and institutions, even as U.S. Latinos contribute approximately $4.1 trillion to the economy with an annual growth rate of 4.4%.
- Juliana Gomez of TelevisaUnivision highlighted that this demographic is highly involved, demonstrates strong brand loyalty, and is open to meaningful connections when brands engage with sincerity, emphasizing a valuable market potential.
- The study revealed that 77% of Latinos acknowledge their positive impact on American society, a notable increase from 42% in 2023, while just 32.5% feel that brands align with their personal values, representing a significant drop since 2018.
- These findings imply brands must authentically embrace U.S. Latinos to tap a powerful segment poised for continued economic growth and rising influence in American society.
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45 Articles
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