Conexión UMG #002 Part II

🌟 Welcome to Part 2 of UMG Conexión: Shaping 2025

In Part 1, we explored the cultural influence of Latinas and the evolving identity of younger Hispanic generations. In Part 2, we focus on the entrepreneurial spirit driving Hispanic-owned businesses and the importance of authentic representation in leadership.

From small businesses revitalizing local economies to corporate leaders setting new standards for inclusivity, these trends offer actionable insights for brands looking to connect meaningfully with the Hispanic community. Let's explore how these shifts are shaping the market in 2025.

Empowering Growth: How Hispanic Entrepreneurs and Leaders Are Transforming 2025

🔎 One Big Thing

Latino entrepreneurs are starting businesses at twice the rate of the general U.S. population, showcasing their resilience and creativity. Despite facing challenges such as limited access to capital, these entrepreneurs are transforming local economies and creating community-driven ventures.

Finally, leaders like Michelle Freyre, the Global Brand President at Clinique, champion diversity in corporate spaces. Freyre emphasizes cultural authenticity and empowers Hispanic talent through targeted programs, setting an example for how leadership can inspire broader change.

📊 Why it Matters

Latino entrepreneurs and leaders are driving economic and cultural transformation. Their commitment to authenticity presents opportunities for brands to build meaningful partnerships, foster inclusivity, and connect with a thriving, influential community.

• Entrepreneurial Spirit: Hispanic-owned businesses are redefining industries and building local ecosystems, creating opportunities for brands to partner with a thriving entrepreneurial base.

• Representation: Leaders like Michelle Freyre demonstrate the power of authentic representation in corporate spaces, setting an example for industries looking to engage with diverse audiences.

Recognizing these shifts is essential for businesses aiming to stay relevant and build meaningful connections with the Hispanic community.

🚀 Take Action

Support the growth of Hispanic businesses and amplify authentic leadership to build stronger connections with the Hispanic community. Partner with Hispanic entrepreneurs to co-create products or campaigns that reflect cultural values and local needs.

Take inspiration from leaders like Michelle Freyre and our work with Brother, where we showcased Hispanic entrepreneurs' success stories in Times Square, putting their creativity and resilience in the national spotlight.

By celebrating these stories through impactful campaigns, strategic collaborations, and inclusive initiatives, your brand can authentically connect with the Hispanic market and create meaningful, lasting impact.

👀 En Cultura - There Is More

🛒 Hispanic Shoppers Are Powering 16% of U.S. Market Growth

Hispanic consumers are not just participants but key drivers of consumer packaged goods (CPG) growth, accounting for 16% of total market expansion. The distinct shopping habits and brand preferences of this demographic differentiate them from others, presenting a valuable opportunity for businesses to engage more effectively with this loyal and expanding segment.

➡️ Why it matters: Understanding what resonates with Hispanic shoppers can make or break your next product launch.

📱 Latina Influencers: The Untapped Powerhouses of Social Media

Latina Influencers are playing a pivotal role in reshaping brand loyalty and cultural narratives on platforms such as Instagram and TikTok. 80% of U.S. Hispanics demonstrate strong loyalty to brands they resonate with. By collaborating with Latina voices, brands can enhance their visibility and establish genuine, lasting relationships with their audience. This shift is not merely about influence; it significantly impacts brand engagement and connection.

➡️ Why it matters: Latina creators offer brands a unique mix of trust, cultural authenticity, and audience engagement that is hard to replicate elsewhere.

Want to tailor your marketing strategies to the latest Hispanic insights? Reach out to our team at UMG for a consultation on building culturally resonant, data-driven campaigns that connect with your audience in powerful ways.

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