Latinos: ‘untapped, outperforming, with spending power’

CLAUDIA Romo Edelman, founder and CEO of We Are All Human and The Hispanic Star and host of A La Latina podcast, is at Cannes Lions to introduce the latest edition of the influential Hispanic Sentiment Study.

Claudia Romo Edelman

Previously published on three occasions, Romo said the updated 2025 version explores what happens “when your fastest-growing customer segment feels abandoned, not by choice but design”. Created in collaboration with Nielsen, TelevisaUnivision, iHeart- Media and Canela Media, Romo Edelman said: “There is a clear message — that the sentiment of US Latinos is really low. There is a widening gap between their self-awareness of influence and power and how that is reflected by brands and media.” This self-awareness is the big change since the study began in 2018, she said: “The vast majority of Latinos (77%) are now aware of their contribution, their purchasing power, their political power. And they know that the people in power are not seeing it in the same way or investing accordingly.

There is a corporate paralysis due to economic uncertainty and the current anti-DEI pressures that is making companies hesitate about investment in multicultural marketing.”

The result, Edelman said, is a collapse in Latino faith in brands and institutions. “Latinos are ready to make purchasing decisions based on ‘Who sees me or who doesn’t’, ‘Who invests in my community’.

That’s dangerous for brands when you consider that the US’ 62 million Latinos represents a $4.5tr economy.” She added that brands and agencies need to realise that talking to Latinos is “smart marketing. This is an untapped, outperforming segment with high expectation and spending power.” At the same time, she stressed that connecting with Latinos is “simple. Talk to us in language, in culture, invest in our communities. There is a gigantic opportunity here so brands should be taking big bets.”

Edelman is also delivering a talk Monday, Winning Hearts, Mobilising Minds: The Strategy behind Lasting, Purpose-Driven Campaigns, on the Terrace Stage, 16.15. “The core theme is sustainability and how you build a global movement that changes minds and drives action. In some ways, there is an overlap with the Hispanic Study — both are situations where consumers want to feel purpose. Their loyalty must be earned through authenticity, trust, and representation.”