Hispanics make up a fast-growing, highly influential segment of the U.S. population.
As of 2023, Hispanics represent about 19.5% of the U.S. population—roughly 65 million people (U.S. Census Bureau). They’ve also accounted for nearly 71% of the nation’s population growth between 2022 and 2023 (U.S. Census Bureau).
Their economic influence is just as powerful—Hispanic buying power in the U.S. is estimated at $2.4 trillion in 2025 (Investopedia).
In Los Angeles County, the impact is even more striking: nearly 48% of residents identify as Hispanic or Latino, totaling about 4.75 million people (LA Almanac; Neilsberg Research).
If your business isn’t intentionally connecting with this audience, you’re missing a major opportunity for growth.
Why Marketing to Hispanics Requires a Thoughtful Approach
Marketing effectively to Hispanic consumers means more than translating ads into Spanish—it requires a deep understanding of cultural nuances, media habits, and community values.
Here’s how to approach it:
1. Understand Your Brand Goals
Before you reach out to an agency or launch a campaign, clarify what you want to achieve.
Do you want to build brand awareness in Hispanic communities, increase engagement on social media, or drive sales in specific neighborhoods? Defining these goals first helps shape a strategy that works.
2. Look for Relevant Services
Once you know your goals, seek an agency that offers the right mix of services—whether that’s digital marketing, influencer partnerships, community events, in-depth market research, or strategic media buying.
In Hispanic marketing, channel choice is critical: digital and mobile-first strategies often lead, but radio, local TV, and in-person community activations can be highly effective.
Looking For A Strategic Partner?
3. Ask to See Case Studies
A reputable agency should be able to share examples of past campaigns targeting Hispanic consumers—showing results, not just activity. This helps you see their approach to messaging, visuals, and community engagement.
4. Find an Agency with Local Expertise
Hispanic communities in the U.S. are diverse, with variations in culture, language, and media preferences. If your focus is Los Angeles, work with a partner who understands local dynamics—from the mix of Mexican, Central American, and South American heritages to the influence of neighborhood-specific events and organizations.
2025 Trends Shaping Hispanic Marketing
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Mobile-First Engagement: Hispanic consumers over-index on smartphone usage for shopping, entertainment, and information (Pew Research).
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Community-Based Trust: Partnerships with trusted local figures and organizations drive higher engagement.
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Bilingual Messaging: Campaigns blending English and Spanish often reach across generations within a household.
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Value-Driven Spending: With high buying power, consumers are becoming increasingly selective, seeking value, authenticity, and cultural relevance.
The Bottom Line
Hispanic consumers are shaping the future of the U.S. marketplace—and in Los Angeles, they’re the heartbeat of the city. The brands that will thrive in 2025 are those that invest in authentic, well-researched, and culturally attuned strategies.
If your organization is ready to start targeting Hispanic consumers, Wicked Bionic can help. Our team brings deep expertise in crafting strategies that resonate with Hispanic audiences in Los Angeles and beyond.
Contact us to start the conversation.
– By Dana C. Arnett
About the Author
Dana C. Arnett is the Founder and CEO of Wicked Bionic, a Los Angeles-based multicultural communications and advertising agency. She works with government and private sector clients, specializing in paid media campaigns. With over 30 years of experience in entertainment production and a decade building authentic connections between organizations and diverse communities, Dana is a recognized leader in culturally responsive marketing.
