Conexión UMG #005 - The Familismo Effect: How Hispanic Families Shape Consumer Choices

We're back with another edition, and this time, we're keeping the influencer talk going but with a twist. Forget social media stars for a second. In Hispanic households, the real influencers have been around way before TikTok. Yep, we're talking about family, the ultimate decision-makers, trendsetters, and walking Yelp reviews. And guess what? There's even an official term for it. Scroll down to find out why Abuela's product recommendations carry more weight than any paid ad.

 🏠 “The Familismo Effect: How Hispanic Families Shape Consumer Choices

🔎 One Big Thing

In Hispanic households, children aren't just passive observers in purchasing decisions but active influencers. Thanks to "familismo", the cultural value that places family loyalty and collective decision-making above individual preferences, kids often help shape their families' purchases. Whether it's guiding their parents on tech purchases, influencing grocery shopping, or even helping select financial services, children, especially bilingual ones, play a critical role in brand choices.

📊 Why it Matters

Multigenerational Decision-Making: Unlike non-Hispanic households, Hispanic purchases often involve multiple generations. Kids serve as cultural and language bridges, helping parents navigate brands, research products, and validate choices.

Bilingual Influence on Purchasing: Nearly 54% of U.S. Hispanics are bilingual, and bilingualism is even more prevalent among younger generations. This makes Hispanic children key decision-makers in digital searches, brand discovery, and shopping recommendations. They often explain new products to their parents, especially in tech and financial services.

Brand Loyalty & Tradition: Family values heavily dictate brand preference. If Abuela swears by a certain brand, it will likely stay within the family for generations. Brands that recognize and appeal to this deep-seated loyalty can build lasting consumer relationships.

🚀 Take Action

To connect with Hispanic consumers, speak to the whole family, not just the individual buyer.

✅ Highlight family-first messaging in your campaigns.

✅ Design bilingual or culturally relevant content that engages both parents and children.

✅ Showcase real-life scenarios where family decisions drive brand choices, such as children helping their parents choose a phone plan or financial service.

👀 En Cultura

🏈💃 The Latinas Making the Super Bowl Happen

While all eyes were on the field during Super Bowl LVIII, Latinas were leading the way behind the scenes, shaping one of the biggest events in American sports. From broadcast production and marketing to halftime show coordination, Latina professionals played key roles in ensuring the event's success. Their increasing presence reflects the broader influence of Hispanic women in sports and entertainment, a demographic that continues to grow in viewership and industry leadership.

🇺🇸🎭 Hispanic Culture Becomes Integral to U.S. Mainstream

The Hispanic market in the U.S. has grown by 23% over the past decade, driving a cultural shift that brands can no longer ignore. From food to fashion, music, and sports, Hispanic influence has expanded beyond its niche roots and is now embedded in mainstream American culture. Companies that authentically embrace this evolution during Hispanic Heritage Month and year-round are seeing stronger brand loyalty and engagement.

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.

Could you stay connected with us? Follow us on UMG LinkedIn for the latest updates and insights.

Are you not subscribed yet? Sign up here to receive Conexión UMG.