Research
Language of the Heart: Code-Switching as Culture, Strategy, and Belonging
Language practices like code-switching, bilingualism, and Spanglish are completely intertwined with personal and collective identity among U.S. Hispanics; oftentimes, these linguistic practices are signals of belonging, adaptation, community building. By Alexa Ramos - B.A. in Literature, Media, and Culture Florida State University, Class of 2024 - M.S. in Applied American Politics and Policy Florida State University, Class of 2025
How Language Usage Influences Hispanic American Consumer Behavior
For most Hispanic Americans, language is a crucial marker of their identity. According to our research, “both the behavior and perceptions of consumers who speak more than one language might change depending on the language in which the interaction takes place”. By Hector Rodriguez & Sean Happel
Beyond Translation: How Language and the Sapir-Whorf Hypothesis Inform Hispanic Advertising
Language is a fundamental element in developing thought, identity, and behavior. Among U.S. Hispanic populations, language serves as a communication tool and a conduit of culture, memory, and emotional resonance. In this essay, I explore two language-related topics that are crucial to understanding Hispanic consumer behavior and marketing communication: (1) whether language influences how Latino consumers behave in the marketplace, and (2) the implications of the Sapir-Whorf hypothesis. By Madison Pellicer
Mainstream Media and the Spanish Language: Change, Representation, and Expression
The origin of the Spanish language in media dates back to 1598. The definition of “media” at the time was much narrower and included newspapers, manuscripts, and performing arts. It was at this time that conquistador Juan de Oñate’s men improvised a performance based on their adventures in New Mexico. This marked the first European-style live theater performance to take place north of the Rio Grande (Wilkinson, 2016). Since then, the media has always played a powerful role in the lives of Hispanics. By Meghan Bannister & Samantha Humphrys
The Growing Hispanic Market: From Workers to Consumers
Over time, the U.S. workforce has experienced a demographic evolution. The workforce has become a melting pot of people, just like the country itself. The workforce of the U.S. is comprised of more and more minorities, such as Hispanics. Furthermore, there is a positive association between the rise in Hispanic workers and Hispanic buying power (Korzenny, Chapa, Korzenny, 2025). This implication is one that marketers must be proactive in responding to. By Samantha Humphrys
Critical Essay on Hispanic Consumer Trends in the U.S.
Are Hispanic Brands Taking Over the Grocery Store Shelves? For this paper, I’ve chosen to focus my research on food brand marketing and the influence that the Hispanic population has had on this industry. By Sofia Martinez
¿Como se dice? bilingualism and how it has impacted advertising and the media
Many of us have been exposed to code-switching in the media from a very young age without realizing it. From cartoons teaching us basic survival Spanish on Nickelodeon to Netflix shows based on actual events, centering on a Colombian drug lord. There is an increasing number of cases in mainstream media that explore bilingual communication methods. Media is one of the building blocks of culture, and culture is a primary inspiration for advertising. Therefore, it is a natural progression for practices in the Hispanic marketing community to reflect the bilingual nature of the media. In this analysis, we will delve into the impact of code-switching on Hispanic audiences in both advertising and the media, as well as its influence on consumer behavior. By Piper G. Hadsell
Neuroresearch and Online Eye Tracking: Redefining Digital Ad Effectiveness
In a digital environment where attention spans are measured in seconds, traditional metrics like clicks and views offer an incomplete picture. They tell us what users did but not what they saw, felt, or understood. Which parts of the creative actually registered with them? Did the ad spark interest, confusion, or indifference?
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.
Differences in Work Arrangements Among Hispanic and Non-Hispanic Populations
Hispanic or Latino workers are projected to become a larger portion of the civilian labor force in the coming decade and new American Community Survey (ACS) tables on characteristics of workers show how they differ from workers in other groups.
What Brands Must Know About U.S. Fans Ahead of the 2026 FIFA World Cup
The largest sporting event in history, the 2026 FIFA Men's World Cup, kicks off across North America. For brands, it's a once-in-a-generation chance to build campaigns that authentically tap into the unique appeal of World Cup soccer and break into mainstream culture during a tournament projected to generate up to $40.9 billion in GDP.
Reconnecting with LGBTQ+ audiences
Joining in Pride celebrations each June is one opportunity for marketers to build their connections with LGBTQ+ communities. But building brand trust and loyalty with LGBTQ+ consumers requires support beyond Pride Month.
NEW STUDY SHOWS US LATINOS ARE RISING IN SELF-AWARENESS, BUT FEEL INCREASINGLY IGNORED BY BRANDS AND MEDIA
A new study launched today at Cannes Lions reveals U.S. Latinos, one of the largest and fastest-growing consumer groups, are more empowered and brand-aware than ever, but feel increasingly underrecognized by brands and media.
Rising Number of U.S. Households Are Headed by Married Same-Sex Couples
Since 2015, the number of households headed by same-sex married couples in the United States has risen steadily from 425,357 to 774,553 in 2023, according to U.S. Census Bureau data.
Radio Fills the Engagement Gap Across Demos
Current advertisers not using radio are willingly leaving consumers on the table - but they don't have to. Radio offers brands new opportunities for connecting with under-engaged media consumers, those that have little to no meaningful interaction with internet and TV and are therefore likely missed by ad campaigns. Katz's new analysis of national Nielsen Scarborough data explores radio engagement among these overlooked consumers in the bottom two usage quintiles for internet and TV.
Why market research needs government-funded university research to thrive
The market research industry is built on innovation. Whether it’s new ways of collecting data, developing predictive models or finding more accurate ways to understand human behavior, much of what we use daily as market researchers can be traced back to one powerful engine of innovation: government-funded university research.
How do Latinx consumers find out about what’s happening in the world?
Understanding where and how Latinx consumers get their news is important for brands and organizations looking to connect meaningfully with this influential and diverse audience.
New Data on Detailed Languages Spoken at Home and the Ability to Speak English
More than 1 in 5 people (22%) age 5 and older in the United States spoke a language other than English at home during the five-year period from 2017 to 2021, according to new data released by the U.S. Census Bureau.
Hispanic Influence and Representation in American Entertainment and Consumer Culture
The United States population is made up of individuals from a variety of cultures, backgrounds, and experiences. With this, Hispanics are a growing part of this diverse population and make up "over 622 million people" in the United States (Korzenny et al., 2024, p.1). They are not only a major part of what makes up our country, but are also key consumers in America. Being such a large part of the population, they hold significant buying power and have an influence over style, trends, and media. However, Hispanic consumers not only influence these elements of our society, but also the American entertainment industry as a whole. Through music, television, and fashion, Hispanics are helping to reshape mainstream culture with their values, ideas, and creative contributions. Yet despite this growing cultural and economic influence, Hispanic consumers and their values have been overlooked, particularly in media and marketing. This essay will explore the growing influence Hispanic consumers have on American entertainment and culture, and why it is essential for media and marketers to recognize and reflect the cultural values they have previously neglected. By Meghan Bannister Florida State University
Who are the “New Latinos” Understanding the power of Hispanic Consumers in the U.S.
Who are the “New Latinos” Understanding the power of Hispanic Consumers in the U.S. By Bella Bozied Florida State University
