During Hispanic Heritage Month (Sept. 15 – Oct. 15), The Bloodhound Group is honoring the contributions of the Latino community—as we recognize its pivotal role in America’s future. Today, the U.S. Hispanic population has grown to 62.8 million people—19% of the nation’s population. If Latinos were their own economy, they would rank as the fifth largest in the world, with a GDP of $3.6 trillion.
Yet, despite this scale and influence, many brands still struggle to connect authentically with this diverse community, which is young (median age 31), family-focused, and digitally connected. From groceries and beauty to sports and streaming, Hispanic consumers are setting cultural and spending trends nationwide. 
Many marketers still rely on simple translation. But even bilingual Hispanics engage more deeply with ads in Spanish, because language signals cultural recognition. True impact comes from transcreation—adapting messages with cultural nuance, not just words.
As we celebrate Hispanic Heritage Month, we’re reminded that brands must do more than market—they must connect authentically. Respect for family values, recognition of Mamá’s role in household decisions, and long-term commitment are key to earning trust and loyalty.
The Bloodhound Group is reaffirming our commitment to helping clients understand and reach this powerful market. Our Hispanic marketing team, now entering its eighth year, continues to conduct consumer research and design creative approaches that reflect cultural nuance and build brand loyalty.
To learn more about the U.S. Hispanic opportunity—and how cultural insights can shape winning strategies—we invite you to read BHG’s updated white paper, ¿Qué Pasa With The U.S. Hispanic Market? (2025 Edition).