Page 29 - Synchrony US Hispanic Market Playbook

FOOD

Food is one of the most important passion points for Hispanics. It is a way to
connect with culture and heritage. It brings family and friends together. It is a form of
expressing love, preserving, and honoring culture, and bridging generational gaps, as
recipes get passed down through generations.

While food is a passion point year-round, holidays present a good opportunity
to incorporate cultural nuances of food enjoyed by Hispanic families that will support
these audiences as any kind of celebration presents an opportunity where all Hispanic
passion points come together.

FAITH & COMMUNITY

Faith is often central to family and community life.

Community Involvement is important for Hispanics because meaningful connections
and giving back are ways Hispanics are paving the road to success in their
local communities.

Hispanics come from a collectivistic culture where group activities are dominant,
responsibility is shared, and accountability is collective. Because of the emphasis on
collectivity, harmony and cooperation among the group tends to be emphasized more
than individual function and responsibility.

Collectivist values or group orientation permeates Hispanic life and individuals often
look to one another for opinions.

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