Page 30 - SYF Hispanic Playbook_WorkingDraft (1)

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.

*Gudykunst, 1998

SPORTS

Though U.S. Hispanics are known for their love of soccer as a major outlet of cultural
pride, other sports like US Football, Baseball, Basketball, and Lucha Libre are also
extremely popular with this consumer. Reaching Hispanics through sports is highly
dependent on geography, choosing specific sports teams based in cities with high-

density Hispanic populations, will generally help engage this demographic.

Hispanic sports fans are more likely than Non-Hispanic sports fans to support

companies that sponsor their preferred sports teams and purchase their products for
the first time (54% of Hispanics vs. 48% of Non-Hispanics.)

Hispanics also over-index in online and mobile usage and follow niche sports. For this
reason, brands should consider digital sports advertisements in smaller formats,
curated specifically for social.

In 2019, there were 30.2 million Hispanic NFL fans – the highest number ever recorded
(up 5% from the year before).