Don't Go Quiet: Key Takeaways from Ad Age featuring Patrick Lopez‑Negrete

Hispanic consumers remain a pivotal audience even as household spending growth has cooled in a tough economic and political climate. Ad Age’s reporting underscores two truths: don’t treat Hispanics as a monolith, and don’t go quiet. Beyond price talk, brands that lead with respect, family, and resilience—and tailor creative and media to bilingual, bicultural realities—earn trust that compounds over time. Digital continues to be the center of gravity for reach and conversation (YouTube, TikTok, streaming), while smart, localized merchandising and culturally fluent creative help people feel seen. The takeaway: sustained, culturally intelligent presence beats sporadic heritage‑month gestures. As Patrick Lopez‑Negrete notes, this is the moment to show partnership—because value is more than a discount; it’s relevance, usefulness, and respect.

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Key Takeaways

• Show up consistently. Don’t pause outreach; be present with empathy and usefulness.
• Ditch one‑size‑fits‑all. Plan by region, generation, language, and platform.
• Lead with values, not just value. Family, resiliency, and respect resonate beyond price.
• Go where the audience is. Prioritize digital/social and streaming video.
• Mind language and culture. Thoughtful Spanish and cultural cues signal belonging.

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“Value doesn’t mean lowest price; it means best bang for your buck.”

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Useful Context from the Article

• Hispanic household spending growth slowed to 0.8% (from 3.2% YoY).
• Hispanics account for ~15% of U.S. consumer spending.
• Digital/social usage remains high among Hispanic adults (e.g., strong YouTube/TikTok adoption).

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Source: Ad Age — “How marketers can re‑engage Hispanic consumers amid spending pullback.”

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