The Hispanic Sentiment Study is a collaborative research project by the We Are All Human Foundation and Nielsen, powered by Toluna, and in partnership with TelevisaUnivision
A comparative analysis of Hispanic attitudes from 2018 to 2023 reveals the resilience, progress, and pride of the Hispanic community but also an alarming decrease in their belief that big brands and the media represent Hispanic values.
The initial 2018 study revealed that 54% of Latinos believed that big brands represented their values. However, in 2023, this belief has dropped to 45%, which serves as a concerning indicator for brands and companies. Over the last five years, a critical period during which Latinos were disproportionately affected by COVID-19, economic turmoil, and the DEI (Diversity, Equity, and Inclusion) revolution, there has been a growing sense among Hispanics of being relegated or disregarded by big brands. It is crucial to note that despite these challenges, the Hispanic community has steadily increased its economic power, with its purchasing power alone growing to more than $2 trillion.
Additional data reinforce these perceptions while also highlighting opportunities:
- 67% of Latinos feel their values are better reflected in small businesses, and 60% feel it is better represented by people in their community, making these the two highest percentages among all the choices in the 2023 survey.
- Latino identity has strengthened over the past five years through cultural elements such as language, music, food, and the value of hard work.
- Pride and unity are on the rise among Hispanics. Latino pride has increased from 64% to 61% and the feeling of being unified as a community has risen from 48% in 2018 to 55% in 2023.
- Latinos are united culturally but divided politically, with only 27% feeling unified as a political group. Only 42% of Latinos believe their values are shared with the majority of Americans, a decline from 68% in the previous study.
- Latinos feel even more undervalued than five years ago, with a significant portion (43%) still feeling undervalued in society, compared to 53% in 2018.