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. The publication, geared towards newcomer and veteran brands alike, is available to view online or download for free.

Younger and more diverse segments are driving the U.S. economy and shaping today’s marketing strategies. Driven by Latino growth, Gen Z and Gen Alpha are 50% diverse – two times more diverse than older generations. Millennials have grown up with greater diversity, and Gen Z takes it even further, actively expecting and factoring inclusion into their buying decisions. Data from Kantar reveal that younger generations expect more from brands, will boycott brands that do not align with their values, and do not tolerate Latino Coating – in other words, marketing that scratches the surface of Hispanic marketing and lacks authenticity and cultural relevance will miss the mark each and every time.

“With a GDP of $3.6 trillion, U.S. Latinos represent the fifth-largest economy in the world, a driving force that is shaping industries, markets, and mainstream culture across the country,” said HMC Chair Jose Villa, President and Chief Strategy Officer of Sensis. “At HMC, we are deeply committed to helping brands break out of superficial Latino Coating. After all, Hispanic marketing is not about checking a box; it is a business strategy that fuels growth, market share, and profitability.”

Featuring the latest trends in Hispanic marketing plus business-building research from the Latino Donor Collective (LDC), Nielsen, Kantar and more, the 2025 Hispanic Market Guide is the authoritative source for identifying companies with trusted Hispanic marketing expertise.

Highlights include:

• Advertising, media and marketing companies vetted by the HMC that specialize in the Hispanic market.
• Key advertiser and agency relationships, sectors and contacts.
• Impactful economic data, sector statistics and key opportunities.
• Top trends for marketers, including major cultural and demographic shifts, the growth in power and affluence of U.S. Latinas, higher use of AI among Latino entrepreneurs, the supercharging of brand affinity through sports sponsorship, the higher expectations Latinos have for brands, and the demand for authenticity.
• Comprehensive demographic, marketing and media information—including a special section on radio by the Radio Advertising Bureau (RAB).
• Best-in-class case studies from the 2025 Strategic Excellence Award winners as well as a special section on creativity from Círculo Creativo USA.

“As brands plan for the future, Gen Z and Gen Alpha will be critical growth markets, and cultural fluency is key to brand success—regardless of the political and economic climate and question marks surrounding DEI,” added Villa. “Companies that thrive are those that move beyond performative inclusivity, embracing data-driven, culturally relevant strategies that genuinely resonate with Latino consumers. Brands that fail to engage meaningfully will feel the consequences on their bottom line, missing out on one of the only and biggest drivers of U.S. economic growth. This guide can help brands find their footing and authentically engage with growth markets.”

The 2025 HMC Hispanic Market Guide is available at hispanicmarketingcouncil.org/hispanic-market-guide/. For more information, visit hispanicmarketingcouncil.org and follow the HMC on Facebook, Instagram, and Twitter at @hmchispanic.