Survey Reveals Insights on Advertising, Media & Brands.
In celebration of Hispanic Heritage Month (September 15-October 15th), Big Village’s CARAVAN team conducted a survey to discover Americans’ views on how well they think advertising and media are doing in the representation of the Hispanic culture and the stance brands are taking on issues facing the community.
The survey reveals that 48% of consumers think Hispanic culture is accurately portrayed in advertising. 53% expect brands to take a stance on issues impacting the Hispanic community – that number jumps to 65% among Hispanics.
Furthermore, 47% of consumers (65% among Hispanics) are more likely to purchase a brand based on its stand on issues impacting the Hispanic community. Interestingly, 66% of Gen Zs are more likely to purchase a brand based on its stand on issues impacting the Hispanic community, and 59% are more likely to boycott one.
Read on for all of the findings.
This CARAVAN survey was conducted by Big Village among a sample of 1,004 adults 18 years of age and older. The online omnibus study is conducted three times a week among a demographically representative U.S. sample of 1,000 adults 18 years of age and older. This survey was live on September 9-11, 2022.