We all know that the Hispanic population in the US is growing, and that they are changing every market they touch – from politics to grocery to banking – and everything in between. But, have you considered how this growing demographic affects the LOHAS market, and your brand?
According to NMI’s most recent LOHAS Consumer Trends Database®, Hispanics* share a number of green-minded attitudes and behaviors. For instance, they are more likely to be active in a number of areas:
- Consumer Packaged Goods: More likely to report using natural products, such as natural home care products and natural personal care products
- Energy: More likely to state willingness to pay for renewable power, currently use renewable power, and to own an energy meter
- Habits: More likely to take reusable bags to the grocery store, remind others to be environmentally-friendly, and contact their politicians regarding environmental issues
Aside from their above-average engagement, it is notable that these attitudes and behaviors span the gamut of sustainability – a range of product categories and behaviors spike for them. In other words, they aren’t cherry-picking their involvement, it is more broad-based.
There are implications for both Hispanic-focused and “green” brands. Brands targeting Hispanics should be addressing their target consumers’ sustainable interests. For instance, Dove has worked hard at attracting Latinas. Unilever also has a very strong sustainability platform. However, the two efforts seem to work independently, rather than synergistically.
The flip-side is that “green” brands should ensure their marketing communications resonate with Hispanics. Expect to tailor your communications to this audience in both copy and creative (not just drop your existing ads in Hispanic media outlets), but if executed well, this demographic could significantly expand your brand’s reach.
Both the Hispanic and sustainability markets are changing rapidly, and this appears to be an opportunistic time to understand how these two cultural forces interact. NMI will be further exploring this market in collaboration with The Shelton Group in a joint study later this year. For more information, please contact Gwynne.Villota@nmisolutions.com.
*English-speaking Hispanics only