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Hispanic Sentiment study 2023
This study first conducted in 2018, was revisited in 2023 to understand trends or changes since the original study.
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A COmparitive Analysis
2018 vs. 2023
This five-year comparative analysis helps us understand how the Hispanic community has changed and to identify the challenges and opportunities they face.
Latino Values
42%
of Latinos believe their values are shared with most Americans.
Small Businesses
76%
of Latinos feel better reflected by small businesses.
Serves as a warning note for big brands & companies.
Trust in Hispanic Media
23%
of Latinos expressed higher trust in Hispanic/Latino news and media.
GenX's trust in Hispanic media increased by
14%
Spanish language use increased by
14%
Brand Engagement
84%
of Latinos are willing to show loyalty and favorability to brands that engage with their communities.
83%
of Latinos are more likely to be customers if a brand plays a positive role in their community.
Political Division
43%
of Latinos still feel undervalued in society.
Political Division
27%
of Latinos feel unified as a political group.
Latino Pride
The feeling of pride has increased to
64%
Media Representation
46%
of Latinos feel that their values are reflected in popular English-language news media.
51%
feel represented in TV shows and movies.
Latino Unity
The feeling of being a community has risen to
55%
Want to explore more or dive deeper into the Hispanic Sentiment Study?
Get the Report
Download the entire 2023 Hispanic Sentiment Study
