Hispanic Heritage Month 2024 takes place during a pivotal U.S. election season. To better understand the sociopolitical concerns of Hispanic consumers of voting age, Horowitz Research has released new findings on consumer attitudes toward news representation on current events.
Here are some of the key takeaways.
Top Sociopolitical Concerns for Hispanic/Latinx Americans
During this election season, climate change and/or racism against people of color are top of mind for 2 in 3 Hispanic Americans, according to Horowitz. Companies that publicly support the causes that matter to this segment have a positive influence on their buying decisions. For example, businesses providing a path to citizenship for undocumented immigrants are more likely to find favor with over half of Hispanic consumers (compared to 1 in 3 consumers overall).
Hispanic Media Representation & Misinformation
The Horowitz study findings suggest that the media’s ability to shape perceptions and opinions is top of mind for most Hispanic consumers. Similarly, 2 in 3 agree that there are very few unbiased news sources. This represents an opportunity for media organizations to gain the trust of diverse audiences by delivering reliable, trustworthy content.
Importance of Diverse Representation in Media
Culture and the Spanish language are key to the everyday lives of Hispanic Americans, pointing to the need for diverse media representation. In fact, half of Hispanic consumers appreciate when national and local TV news represent the diversity of their communities. Satisfaction with cultural and ethnic coverage is high among Hispanic Americans who want fair representation of their communities.
