Latine consumers in the U.S. are a diverse and vibrant demographic, balancing American cultural norms with their heritage and multifaceted identities. This cultural mix, known as biculturalism, influences how they shop, what brands they love, and what media they engage with.
Making up 19% of the US population, or 62 million people, Latine consumers are a significant market segment that brands cannot ignore. Eighty-eight percent of Latines say they appreciate businesses that speak to them in Spanish. However, brands must do more than translate an ad from English to Spanish; they must also be aware of its cultural resonance. Regardless of the acculturation level or language preference, Spanish continues to be a “love language” to the Latine, evoking emotional cues that tie to their values and heritage. In fact, 64% of Latines seek out brands that honor their culture and traditions. For example, they prefer brands that incorporate culturally relevant symbols and themes, such as family and community values.
Carat’s Brand EQ research has proven that brands that exhibit higher emotional intelligence (EQ) by creating value for people — living their brand purpose, communicating with meaning, and delivering exceptional customer experiences — outperform the competition and generate accelerated growth.
In honor of Hispanic Heritage Month, we delved into our most recent Brand EQ research to see which brands resonate the most with Latine audiences and to better understand how they are delivering higher EQ experiences. We looked at brands that rank high among both the general and Latine population, as well as brands that lead stronger among the Latine population.
The Brands Getting EQ Right
Amazon ranks #1 among Latines, performing 85% on Self Awareness (knowing what it stands for) because they always put the customer first. Amazon strives to connect authentically with Latines by offering a wide range of Latine-focused products and services, including Spanish-language content on platforms like Amazon Prime Video, Amazon Music, and Kindle, as well as Latine-owned brands and culturally specific products. Amazon’s marketing features Latine talent and influencers like Julissa Prado, and they provide a Spanish-language website, app, and customer service to make navigation and support easier for their Latine customers. Beyond providing content and services in Spanish, Amazon also creates original content series like El Chapo, Pan y Circo, and La Reina del Sur. Additionally, Amazon supports Latino-owned small businesses which is critical to the community at large.
Disney creates more moments of family fun for Latine audiences through its core focus on entertainment including movies, TV shows, theme park experiences, and merchandise. By truly immersing audiences in Latine culture with storytelling, characters, and experiences like Coco and Encanto, Disney ranks #2 in Brand EQ among Latines, 2 spots higher than Disney’s #4 rank among the general population. Disney’s empathy and clear, meaningful connection with Latines result in a 67% score for both Empathy and Social Skills. This brand excels at tying back to a core value for the Latine community – Family. “Familismo” is a Latine cultural value that instills the importance of keeping family within your preferred circle of trust forever.
While some brands like Amazon and Disney win among both the general and Latine populations, there are a few stand-out brands that lead stronger among the Latine audience, including Starbucks (#8 vs. #27), Pampers (#11 vs. #25), and IKEA (#17 vs. #32). These brands excel in all components of Brand EQ, but especially within Self-Awareness (knowing what it stands for) and Motivation (delivers a good experience).
Where These Brands Excel with EQ
What truly sets these apart is their significantly higher performance in Social Skills (always communicates in a clear and meaningful way). Beyond providing the experiences and products that add value to Latines, these brands excel in creative representation, both visually and conceptually. They are unafraid to boldly incorporate minority perspectives into mainstream creative work. Another key aspect of their success is their long-term commitment to the community, which avoids superficial actions and sudden changes in approach. Instead, they have a well-thought-out strategy for representing and reaching out to the community. On social and mobile platforms where Latines are heavy users, they have Latine brand ambassadors and micro-influencers who genuinely represent Latine interests. This demonstrates the importance of clear and thoughtful communication to authentically connect with consumers.
The Latine market is a mosaic of cultures—each with its distinct heritage and preferences, challenging us marketers to elevate our messaging approach in a way that celebrates differences (intersectionality), boldly showing a nuanced behavior that can resonate with all. Companies will be able to build trust as well as connect in a sincere and impactful way if they elevate and celebrate the Latine community’s unique stories in a way that’s also authentic to their brand purpose.
How well does your brand lean into EQ? Download the full report to learn how the top 20 emotionally intelligent brands are winning with consumers and three ways to heighten your Brand EQ to drive competitive advantage.
