Research
Pet Holiday Spending, New Year’s Reset, & Why Pet Brands Need Deeper Consumer Insight
Holiday spending has become one of the clearest behavioral signals of pet humanization in the U.S. – proof that pets are treated as full family members and intentionally included in household rituals and budgets. Recent consumer data shows that this humanized relationship increasingly shapes when and why pet parents spend, particularly during the holidays and into the New Year. The U.S. pet industry now exceeds $150 billion in annual spending, underscoring the scale of opportunity tied to these seasonal behaviors.
Music Makes Your Ads Unforgettable: Why Sound Matters More Than Ever
In a world overflowing with visual content, one element consistently rises above the rest when it comes to memorability: music. Whether it’s shifting moods, triggering nostalgia, or anchoring your message into moments people truly care about, music gets under the skin of your audience faster than visuals ever could — making your ads more memorable and your brand more resonant.
The Black influence – How Black culture & identity drive the market. [REPORT]
Black consumers are sending a clear signal to businesses that want to leverage their buying power, influence, and brand loyalty. Get the key insights into Black consumer trends that brands need to know to win over Black audiences in 2026 and beyond.
Los Angeles Is the Future of the U.S. Consumer. [REPORT]
Los Angeles is about to shape the future of the American consumer. With the World Cup in 2026, the Super Bowl in 2027, and the Olympics in 2028, the city will be the cultural and economic epicenter of the decade.
The Future of Wine is Multicultural
The wine industry is facing a reset. Declining volumes, shifting demographics, and competitive pressures are reshaping the market. But moments of disruption also create moments of renewal—and today’s industry has a unique opportunity to reimagine its future.
7 facts about Venezuelans in the U.S.
On Jan. 3, the United States conducted a military strike on Venezuela and brought President Nicolás Maduro to New York to face charges related to drug trafficking. In recent decades, Venezuela has experienced economic and political crises that have led to record numbers of Venezuelans migrating. They’ve mainly gone to neighboring Latin American countries but also to the U.S. and elsewhere.
What we know about internet use, smartphone ownership and digital divides in the U.S.
For 25 years, Pew Research Center has tracked some of the biggest technological shifts in history.
2026 Hispanic Audio Today. [REPORT]
For marketers who target U.S. Hispanic consumers, it comes as no surprise that audio continues to be one of the most reliable parts of an increasingly fragmented media landscape. Advertisers are managing tighter budgets while pressure to deliver outcomes remains high; this means channels with scale and stability are more valuable than ever. As digital platforms adapt to changing privacy rules which can impact efficient targeting, broadcast radio remains insulated from those forces. It delivers audiences without depending on digital signals that are becoming harder to decipher. More than 93 percent of Hispanic adults tune in each month, making radio one of the most consistent and dependable ways for brands to reach this fast-growing consumer group at scale.
2025 Hispanic Content Report – Available for download for FREE
HispanicAd offers its annual report on key Content, Data & Social usage strategies, along with the importance of using Data strategies to engage the US Hispanic Consumer.
The HMC 2025 Hispanic Market Guide challenges marketers to follow the growth and prioritize cultural COMPETENCY for brand success [DOWNLOAD for FREE]
The Hispanic Marketing Council (HMC) has released its highly anticipated 2025 Hispanic Market Guide as a roadmap to help marketers effectively and authentically connect with the top U.S. growth market: Latinos. The guide features business-building cultural insights, economic and sector data plus reports on media consumption, purchase behavior and Hispanic creativity.
How Hispanic Diversity Comes to Life During the Holidays
In mainstream U.S. culture, Christmas is often seen as a single event centered on December 25. For Hispanic communities across the United States, however, the holiday season extends over several weeks, influenced by country-of-origin traditions, migration histories, and the experiences of living in a multicultural society. By Maria Lucia Parra - I am a bilingual Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives, as “one size does not fit all”.
First-Time Moms With Bachelor’s Degrees More Likely to Be Married Than Those Without. [REPORT]
About a quarter (24%) of women who had their first child from 2020 to 2024 lived with an unmarried partner, up from around 17% in the early 1990s, according to a new U.S. Census Bureau report.
Hispanic Holiday Spending and Shopping [REPORT]
ThinkNow conducted a study to explore Hispanic consumer spending and shopping behaviors during key events and holiday seasons, focusing on how they are adapting to DEI cutbacks, rising costs due to tariffs, and related economic challenges.
Teens, Social Media and AI Chatbots 2025. [REPORT]
Roughly 1 in 5 U.S. teens say they are on TikTok and YouTube almost constantly. At the same time, 64% of teens say they use chatbots, including about 3 in 10 who do so daily
The ‘attention equation’: Winning the right battles for consumer attention. [REPORT]
Anyone who has spent too much of an evening trying to choose between entertainment options or ping-ponging back and forth between their TV screen and their phone while attempting to watch a new show or movie knows how many different forms of media are fighting for their attention.
Latinos are Rethinking Holiday Traditions and Travel Plans Amid Rising Costs
New data from the BMO Real Financial Progress Index finds Latinos in the U.S. will spend an average of almost $650 more this holiday season than in 2024. On average, U.S. Latinos expect to spend nearly $2,700, a 30% increase from last year, despite many reporting cutting back in key categories such as travel, decorating and entertaining due to rising cost of living concerns.
Income, Poverty and Health Insurance Coverage in the United States: 2024
The U.S. Census Bureau announced that real median household income was $83,730 in 2024, not statistically different from the 2023 estimate of $82,690. The official poverty rate fell 0.4 percentage points to 10.6% in 2024.
CMOs: your marketing procurement team might be more useful than you think
Marketing procurement has been on a journey for the best part of a decade. Many of you will remember WFA’s Project Spring back in 2018 – the first time we really understood how the function was perceived within organizations.
Majorities of Latinos Disapprove of Trump and His Policies on Immigration, Economy [REPORT]
Latinos have grown pessimistic in the year since the 2024 presidential election. Most say their situation in the United States has worsened. And as Donald Trump’s second term unfolds, Latinos are increasingly critical of his job performance and his administration’s immigration and economic policies – two key issues for Latino voters in last year’s election.
Blending Heritage: How U.S. Hispanics Make Thanksgiving Their Own
Thanksgiving… that American symbol of gratitude, togetherness, and stuffed turkey. But step into a Hispanic home on this holiday, and you instantly feel how the tradition has been transformed—filled with flavor, music, faith, and legacy. It’s not just a meal. It’s an experience, a ritual, and, for many, proof of how beautifully two cultures can come together. By Maria Lucia Parra - I am a bilingual Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives, as “one size does not fit all”.
