The Hispanic community in the U.S. isn’t just a powerful consumer force; it’s a community deeply invested in creating positive change. Hispanics are passionate about causes that resonate with their values, heritage, and aspirations, and they actively seek out brands that share their commitment to making a difference. This presents a unique opportunity for brands to connect with Hispanic consumers on a deeper level, building trust and loyalty through authentic engagement with social causes.
Understanding this profound connection between Hispanics and causes is crucial for brands seeking to build authentic relationships and drive meaningful engagement. It’s an opportunity to move beyond transactional marketing and engage in purpose-driven initiatives that resonate on a deeper level. By aligning your brand with causes that matter to Hispanic consumers, you can demonstrate your commitment to the community and build a stronger emotional connection with your audience.
Read next: The Ultimate Guide to Hispanic Marketing
Causes that Resonate with Hispanic Consumers
Hispanic consumers are passionate about a wide range of causes, but some hold particular significance:
Family Well-being
According to our Hispanic Media Explorer™, 82% of Hispanic consumers believe that brands should actively support initiatives that strengthen families. This demonstrates the importance of family values within the Hispanic community and the potential for brands to connect by supporting these values.
Furthermore, 70% of Hispanics agree that education is crucial for the advancement of their community, highlighting the importance of supporting educational initiatives. Additionally, the Hispanic Media Explorer™ shows that 60% of Hispanics are more likely to purchase from brands that support programs aimed at improving children’s access to education.
Community Empowerment
Investing in Hispanic communities, supporting Hispanic-owned businesses, and promoting civic engagement are crucial for building a stronger and more vibrant future. This can include initiatives that provide educational resources, promote financial literacy, or support local businesses. Our research indicates that 65% of Hispanics are more likely to support brands that invest in their local communities.
Immigrant Rights
Protecting the rights of immigrants, advocating for pathways to citizenship, and supporting organizations that provide legal assistance and resources are deeply important to many Hispanics. This is a particularly sensitive and important issue for many within the Hispanic community, and brands that show support for immigrant rights can build strong connections with this audience. In fact, 78% of Hispanics believe that brands should take a stand on immigrant rights.
Environmental Justice
Protecting the environment, promoting sustainability, and addressing climate change are increasingly important concerns, particularly for Hispanic communities disproportionately affected by environmental issues. This includes supporting initiatives that promote clean energy, reduce pollution, and protect natural resources. Research shows that 72% of Hispanics are concerned about the impact of climate change on their communities.
Health Equity
Addressing health disparities, promoting access to quality healthcare, and raising awareness about health issues that disproportionately affect Hispanics, such as diabetes and heart disease, are vital for improving community well-being. Brands can support health equity by partnering with healthcare organizations, sponsoring health fairs, or promoting healthy lifestyle choices. 68% of Hispanics believe that access to affordable healthcare is a critical issue that needs to be addressed.
The Power of Purpose-Driven Brands
Hispanic consumers are more likely to support brands that align with their values and actively contribute to causes they care about. They seek out purpose-driven brands that demonstrate a genuine commitment to social responsibility and making a positive impact on their communities.
Research shows that 63% of Hispanics believe it’s important for brands to support social causes. This highlights the significant influence that a brand’s social impact can have on its perception and loyalty within the Hispanic community. Consumers are increasingly looking for brands that stand for something beyond just profit, and Hispanic consumers are no exception.
Cause Marketing that Connects
Cause marketing, when done authentically and strategically, can be a powerful way to connect with Hispanic consumers and build brand loyalty. Here are some key considerations:
- Choose causes that align with your brand values and resonate with your target audience. Don’t just jump on the bandwagon of a popular cause; choose something that genuinely aligns with your brand’s mission and values.
- Partner with reputable organizations that are making a real difference in the Hispanic community. Do your research and choose partners that have a proven track record of success and are trusted within the community.
- Be transparent about your efforts and communicate your impact clearly. Consumers want to know how their support is making a difference, so be sure to communicate your impact in a clear and measurable way.
- Avoid tokenism or exploiting social issues for marketing gain. Authenticity is key. Consumers can spot inauthenticity a mile away, so make sure your efforts are genuine and heartfelt.
- Empower your employees and customers to get involved. Create opportunities for your employees and customers to participate in your cause marketing efforts, building a sense of community and shared purpose.
Actionable Strategies for Cause Marketing
Putting your commitment to social responsibility into action requires a strategic approach. Here are several actionable strategies that can help you effectively engage in cause marketing:
- Donate a portion of your profits to a relevant cause. This is a simple and effective way to show your support for a cause and make a tangible difference.
- Create products or services that support a specific cause. This can be a powerful way to engage consumers and raise awareness for a cause.
- Partner with Hispanic-owned businesses or non-profit organizations. This can help you reach a wider audience and build stronger relationships within the Hispanic community.
- Sponsor community events or initiatives. This can help you connect with your audience on a local level and demonstrate your commitment to the community.
- Amplify Hispanic voices and stories through your marketing channels. Share stories of individuals and organizations making a difference in the Hispanic community, giving a platform to those who are often marginalized.
Examples of Effective Cause Marketing to Hispanics
“Taste Takers” and “In Tune With Nature” by Toyota
Toyota teamed up with Latin digital media company Remezcla to launch a series of campaigns aimed at authentically connecting with Hispanic consumers. Leveraging Remezcla’s expertise in Latinx culture and storytelling, the campaigns tapped into themes of fashion, nature, and togetherness to engage with the community in a meaningful way.
One campaign, “In Tune With Nature,” followed Latine outdoor enthusiast Zavier Borja and luthiers Tomás Delgado Sr. and Jr. on a scenic adventure, exploring how nature inspires their craft. Another campaign, “Taste Takers,” featured stylist Keyla Marquez and singer Marinero thrift shopping in LA and discussing how clothing expresses Latinx identity.
Google: “Ayuda a los lugares más cercanos a ti”
Google consistently demonstrates its commitment to the Hispanic community, and Hispanic Heritage Month provides a particularly visible platform for their efforts. Beyond simply acknowledging the celebration, Google actively engages with the community through a variety of initiatives.
In past years, they’ve created unique Google Doodles that showcase the richness of Hispanic culture and highlight the achievements of influential Hispanic figures. Furthermore, Google collaborates with prominent Hispanic influencers and organizations to develop content that both educates the wider public about Hispanic heritage and celebrates the diverse contributions of the community.
Partner with Influyente by Refuel for Hispanic Marketing Success
Ready to elevate your brand’s social impact and connect with Hispanic consumers on a deeper level? Contact Influyente by Refuel today. Our team of multicultural marketing experts can help you develop cause marketing strategies that resonate. With access to over 117,000 multicultural influencers and the Hispanic Media Alliance, which connects brands with thousands of U.S. Hispanic media publishers, we have the expertise and resources to help you achieve your marketing goals.
Ready to connect with Hispanic consumers authentically and effectively? Contact Influyente today to discuss how we can elevate your brand’s presence in this thriving market.
