Page 35 - Synchrony US Hispanic Market Playbook
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VALUES
FAMILY
The average Hispanic household size is larger than the average non-Hispanic
household. Many choices made within these households are done by considering or
asking other family members. The family dynamic is an integral part of the Hispanic
community so much so that it influences their purchases, lifestyle, and beliefs.
SPIRITUALITY
Hispanics tend to be more religious than Americans overall and regularly view religious
activities as an opportunity to spend time with their family. In terms of affiliation,
Hispanics are more likely to identify as Catholic than to say they belong to any other
religious group with 77% of Hispanics identifying with this faith. The importance of
religion tends to fade away from older to younger generations of Hispanics.
LANGUAGE
Spanish is the language shared across the Hispanic community, but the community
varies across ethnicity and other factors. In order to feel truly seen, Hispanic people
need to receive more than in-language marketing. They need to see brands
authentically connecting with their unique culture sometimes through in-language
creative but always with nods to cultural nuances.
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