Multicultural consumers are poised to become the majority in the next twenty years. One of the largest demographics in the multicultural ecosystem is U.S. Hispanics, who account for about half the population growth in the country. With slowing immigration, most of that growth is supported by U.S. births. The burgeoning numbers are driving a  1.2 trillion dollar  Hispanic/Latino consumer market, making them an attractive target for companies and brands.

With the pandemic adding uncertainty for marketers, it’s more important than ever to understand the media landscape. Findings from Kantar’s inaugural Media Reactions 2020 study reveal that marketers lack the understanding and the data they think they need. Nearly half of marketers (48%) — a growing proportion — feel that they don’t have all the data they need to make decisions in their roles. The research also finds that two-thirds are worried about the future and think that an inability to track digital media via cookies will dramatically disrupt the industry — a situation that could further impede marketers’ ability to monitor advertising effectiveness.