HISPANIC SENTIMENT STUDY 2025
Insights into the U.S. Hispanic Community's
sentiments, values and priorities.
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In the meantime, download the top findings launched at the Cannes Lions International Festival of Creativity.
A Comparative Analysis
This seven-year comparative analysis helps us understand how the Hispanic community has changed and to identify the challenges and opportunities they face.
2018 vs. 2023 vs. 2025
77%
OF HISPANICS ARE AWARE
of their positive contributions to the U.S.
2018
14%
2023
42%
2025
77%
42%
SEE PEOPLE IN POWER
considering the interests of Latinos
2018
47%
2023
57%
2025
42%
65%
PAY ATTENTION TO BRANDS
that consistently address their community
2018
—
2023
—
2025
65%
65%
DON’T FEEL SOCIETY INCLUDES THEM
or moves in a direction where they’re fully seen
2018
—
2023
60%
2025
65%
30.7%
FEEL THEIR VALUES ALIGN
with what’s shown in the News Media
2018
54.1%
2023
42.4%
2025
30.7%
77%
THINK HISPANICS HAVE INFLUENCE
on U.S. society and government today
2018
32%
2023
72%
2025
77%
84%
PREFER BRANDS
that play a positive role in their family and community
2018
—
2023
66%
2025
84%
92%
ARE CONCERNED
about the cost of living and the economy
COST OF LIVING
2018
87%
2023
83%
2025
92%
ECONOMY
2018
88%
2023
85%
2025
92%
48%
FEEL LEFT OUT
of the American dream
2018
30%
2023
34%
2025
48%
32.5%
FEEL THEIR VALUES ALIGN
with those of large brands and companies
2018
53.9%
2023
44.8%
2025
32.5%
Get to know the new Latino:
Self-Aware, Empowered and Ready to Make New Choices
