Category
Marketing
Package Play
Trend cluster
Category
Latinx
Lifestyle
Major brands acknowledge the complexities of Latinx life in the United States.
2.8
Trend score
What's Happening
What is the Latinx Lifestyle trend?
Latinx Lifestyle: As major brands look to position themselves as allies for Latinx (the gender-neutral pronoun for those of Latin American identification) consumers in the US, their ads aim to show a nuanced understanding of the complex experiences had by this group. By leaning into moments that are specific to the Latinx experience in the US, these brands are able to make members of this group feel heard.
Insight
The consumer insight behind the Latinx Lifestyle trend
In today's political and social climates, misrepresentation of and hatred towards minority groups are more frequently expressed. The modern North American consumer understands these issues, and expects that brands offer up positive and nuanced perspectives that better speak to the reality of their day-to-day lives. The end result is enhanced trust and more valuable brand loyalty that empowers and educates customers.
Trend themes
Themes within the Latinx Lifestyle trend
Three behaviours holding the trend together01
Nuanced Representation in Ads
Major brands are acknowledging the complexities of diverse cultures and offering more nuanced representation in their ads to enhance trust and brand loyalty.
02
Multicultural Ad Campaigns
Many brands are tailoring their ad campaigns to appeal to diverse demographics, recognizing the value of inclusivity and representation in reaching a broader audience.
03
Bilingual Branding
Brands are recognizing the importance of bilingual communication to connect with a multicultural audience, utilizing language diversity in their marketing efforts to promote inclusivity and empower a diverse group of consumers.
Industry implications
What the Latinx Lifestyle trend means for industry
Where the trend changes the playbookFor
Advertising and Marketing
The advertising and marketing industry should recognize and embrace nuance and inclusivity when creating and executing campaigns to better represent and connect with diverse cultures.
For
Hospitality and Entertainment
Brands in the hospitality and entertainment industry can benefit from multicultural ad campaigns and bilingual branding efforts to attract and better serve a diverse customer base.
For
Telecommunications and Technology
Telecommunications and technology companies recognizing the importance of bilingual communication and representation in their products and services will be better equipped to reach and serve multicultural consumers.
Workshop question
How can your brand better connect with the Latinx consumer?
Trend signals
Trend signals for Latinx Lifestyle
Trend score 2.8 out of 10, from popularity 57%, activity 18%, freshness 9%.
Popularity57%
Activity18%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
South America
Evidence
Examples of the Latinx Lifestyle trend
4 featured examples from Sep 9 to Sep 10, 2019CategoryMarketing
Multicultural Diner Ads
This New Denny's Campaign Aims to Appeal to Black and Latinx Consumers
Disruptive innovation opportunity: Utilize data-driven insights and cultural nuances to develop inclusive advertising campaigns that resonate with diverse customer segments, drivi…
CategoryBusiness
Spanish Hockey Broadcasts
The Chicago Blackhawks Joined with Univision to Broaden Its Fan Base
Opportunity for broadcasting companies to expand their offerings by providing Spanish-language coverage of sports events.
CategoryMarketing
Empowering Multicultural Ads
Xfinity's 'More than one voice' Ad Promotes its Bilingual Remote
Opportunity for telecommunication companies to create products and services geared towards multicultural and multilingual consumers.
CategoryMarketing
Family-Focused Fast Food Ads
ALMA's 'Uncle Roberto' Spot Highlights Intergenerational Relations
Fast food chains can leverage intergenerational messaging and cultural representation to enhance brand storytelling and appeal to a wider consumer base.
