Cultural Catalysts Report: Resonating with the Next Generation of Latinos

Consumers today, regardless of their cultural backgrounds, lifestyles, or socioeconomic statuses, are more empowered, discerning, and digitally fluent than ever before. With unlimited access to information and countless choices at their fingertips, our research indicates that people are drawn to brands that understand their identities and what matters most to them.

This trend coincides with another. As the U.S. undergoes significant demographic shifts, the consumer landscape is evolving, with the cultural fabric of the U.S. only growing more complex and nuanced, which raises the bar for brands seeking cultural relevance.

Currently, these two forces are converging—shifting consumer expectations and a rapidly diversifying population—with the Hispanic community serving as cultural catalysts, fostering behavioral change while propelling demographic transformation.

In fact, the Hispanic community in the U.S. isn’t just growing; it’s thriving, evolving, and reshaping the country’s economy and mainstream culture. Representing nearly 20 percent of the population, Hispanics are a driving force behind societal progress, innovation, and cultural transformation. From the entrepreneurial spirit of Gen Z to the traditions upheld in multigenerational households, Hispanic communities embody a unique blend of innovation and heritage.

For brands, forging meaningful connections with this audience necessitates cultural fluency—a deep understanding of the values, nuances, and lived experiences that shape this community across generations and regions, rather than simply translating campaign messages into different languages or implementing superficial inclusivity efforts.

Cultural fluency isn’t just a passing trend for brands to capitalize on; it’s a strategic imperative and an opportunity for brands to lead with intention, consistency, and authentic engagement. Backed by proprietary survey data and cross-sector research, PMG’s 2025 Cultural Catalysts Report explores the convergence of these trends, providing a strategic framework for brands ready to build lasting relevance with Latino and Hispanic audiences.