Trends

Beyond Trends: How Gen Z Spending Habits Are Reshaping the Market

Forget everything you thought you knew about consumer loyalty – Gen Z is rewriting the rules with every purchase. Recognizing this trend, many brands are now leveraging marketing-to-Gen-Z strategies to better connect with these digital natives. Born into an era of constant connectivity and social change, they hold unique expectations. They demand authenticity, transparency, and ethical practices from the brands they support. Unlike previous generations that trusted traditional advertisements and in-store experiences, Gen Z spending habits rely heavily on digital interactions and peer recommendations. This shift compels businesses to adopt holistic marketing strategies that integrate ethical stances, digital ecosystems, personalized engagement, and strong financial sensibility.

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

Authenticity Is the Strategy. Culture Is the Stage.

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?

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.

Burnout Is On the Rise: The Consequences and Ways to Prevent It

A growing concern for employees and employers is burnout. Talent solutions and business consulting firm Robert Half found with its new research that 36 percent of professionals feel burned out at work, and 33 percent report they are more burned out now than the previous year. Among those who reported feeling burnt out, those who reported the highest levels of burnout are gen Z (39 percent) and millennials (40 percent).

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.

It Happened in Mobile First: How Mobile Advertising Anticipated the Industry’s Biggest Challenges

The challenges facing today's digital advertising ecosystem — signal loss, privacy constraints, platform consolidation — first emerged in mobile.

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.

ADVERTISING PROVES RESILIENT AMIDST ECONOMIC UNCERTAINTY

MAGNA was always anticipating a deceleration in the global advertising market’s growth for 2025, following the exceptional performance of 2024. Analysis of first-quarter financial reports confirmed weaker ad sales among traditional media owners (TMOs) amidst growing economic uncertainty. TMO ad revenues (radio and television broadcasters, newspaper and magazine publishers, out-of-home, and cinema) decreased by -1% year-over-year globally, with key markets experiencing declines of -2% to -4% (Germany, UK, France, Canada). In contrast, digital pure players (DPPs) demonstrated remarkable resilience, with first-quarter ad sales increasing by +12% globally and +13% in the US.

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.

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.