Reaching Hispanic + Latine Audiences: Key Insights for 2025

As the Hispanic and Latine communities in the U.S. continue to grow, both in terms of population size and cultural influence, it’s a great time to reflect on the messages that marketers are sending out. It’s clear that engaging this diverse audience has never been more critical for brands.

Today, Latinos represent nearly 20% of the U.S. population, making them one of the fastest-growing demographic groups in the country. What brands don’t realize is that this growth is reshaping industries, driving consumer trends, and shifting the cultural landscape. 

Read on as we explore the latest data on the Hispanic and Latine community's growth, take a look at key trends, and offer insights into how to reach this powerful demographic in 2025. Whether you’re creating campaigns, partnerships, or content, it’s important to understand the nuances that make this community unique and create an authentic connection.

Facts About the Hispanic + Latine Community

• 68% of U.S. Latinos are U.S.-born, while only 32% are immigrants/foreign-born 
• 58% of Latinos are 34 and below 
• Average age of U.S. Hispanics: 27  
• 70% of Latinos say their race and ethnicity is important to defining who they are 
• 69% like the terms “Hispanic” or “Latino” to describe their identity 
• 49% describe their identity by their country of origin 
• 12% identify as Afro-Latino 
• 75% of people feel responsible for preserving culture and traditions 
• 79% say speaking Spanish is an important part of their identity
• 64% of Latinos seek brands that acknowledge their culture’s unique traditions
• 71% of Latinos are bilingual
• Latinos are 3x more loyal to brands that advertise in Spanish 
• Latinos in the U.S. descend from 30 different countries
  

What to keep in mind for 2025: 

• Culture Fluidity: Latinos are a diverse and fluid group with different nationalities, ethnicities, and cultures. However, the group is constantly changing and adapting to its surroundings while keeping its culture top of mind. Latinos are multi-layered in terms of interests and customs. They often keep up with both American trends and those popping up within their own community (i.e. following what’s happening with Taylor Swift and Bad Bunny)
• AI + Latinos: In a world where new AI is constantly evolving and being used more in daily tasks and projects, be mindful of the fact that AI usually does not know or recognize other cultures and may be biased.
• Representation in Campaigns: Hispanic Heritage Month is not the only time Latinos should be represented and remembered. Challenge yourself to think outside of the box for partnerships and campaigns. Additionally, including Latino representation or having a Latino ambassador/partner is not a direct solution to adding diversity, it’s a tactic. While it’s a step in the right direction, there must be an authentic connection to the campaign, work, or brand mission, and it must be part of the story.
  • Need inspiration? There are many Latine trailblazers in the U.S., and it's great to find opportunities to celebrate their accomplishments.
• When Considering Translations: Spanish translations have to resonate with the audience and the culture/subcultures. This happens when a humanization of the community creates a connection. If you’re worrying about translations until after materials are created or drafted, it’s too late in the game. It’s not enough to just check the box with the Hispanic Market. 
• How Can General Market Agencies Be Authentic? We need to be eager and interested in learning about other cultures. That should be innate in our creative process and workstreams. Agencies should involve their clients, including them in the learning experience to help them understand diverse cultures and authentically connect with them.

As we step into 2025, let’s approach our work with open minds and thoughtful intentions. Understanding the Hispanic and Latine communities may be challenging but taking the extra step to embrace the depth and diversity of cultures, experiences, and values will foster real connections that resonate with one of the most influential consumer groups in the world.

Interested in learning more? Drop us a line at hello@praytellagency.com.