U.S. Hispanics are patriotic, but still don't feel represented
A recent survey by Collage Group laid out the disparity in the U.S.
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Collage Group, a national leader in the collection of multicultural consumer data, recently shared the results of one of its latest surveys aimed at giving brands more information and insight into Latinos to better connect with communities across the U.S.
The firm stressed the importance of using these types of studies in mind, especially as the federal government's race and ethnicity labels are being reconsidered.
Patriotic, but unseen
Among the findings, the study found that:
1. Hispanic adults of all levels of acculturation are proud and eager to be recognized for their unique cultural contributions to the U.S. They are also patriotic towards the country and feel connected to it, with 54% of Hispanics saying the United States is better than most other countries.
2. 48% of Hispanics say they feel a strong connection to a country outside of the U.S., and 62% say it's important to travel to places that are tied to their cultural heritage.
3. The report provides meaning and context to terms like Hispanic, Latino/a, and Latinx/Latino, noting that Hispanic adults feel more positive toward ‘Hispanic’ (73%) and ‘Latino/Latina’ (72%) as general descriptors.
4. Brands need to do a better job of marketing to Hispanics, as only 53% of Hispanic consumers (21 or older) are satisfied with the way their race and ethnicity are portrayed in advertising.