A Deep Dive into Buying Behaviors of Afro-Latinx Consumers

"Afro-Latinos occupy a crucial place in contemporary racial and ethnic relations in the United States and internationally. They are the group that typically falls between the cracks of prevailing classifications, and yet at the same time stands to serve as the most significant bridge across a growing, and increasingly ominous, social divide. (Roman and Flores, 2024)"

Consumers

According to recent data, the Afro-Latinx population witnessed a remarkable 121% increase from 2000 to 2019, outpacing the growth of non-Black Latinos. As marketers, this demographic shift demands our attention and a deep dive into their consumer behaviors.

Your Takeaway: Learn the difference between race, ethnicity, and nationality. How are race and ethnicity contributing to self-identification? Consider filling in that gap specifically when conducting focus groups and or market research by partnering with community organizations.

Buying Power

Afro-Latinos, constituting around 12% of the overall U.S. Latino population, exhibit unique spending patterns across various categories. However, it's surprising how little attention has been given to Afro-Latinx buying power in consumer databases. This untapped market presents a golden opportunity for marketers willing to break away from traditional approaches.

Your Takeaway: Afro-Latinos are understudied, under analyzed, and misunderstood. To better comprehend their psychographics immerse yourself with community organizations, brands, and influencers that can highlight how to learn from and engage with this consumer base.

The Afro-Latino Market within the Larger U.S. Market

The collective buying power of minorities, including Afro-Latinos, is on the upswing. In 2020, the Afro-Latino market contributed significantly to the estimated $1.72 - $1.9 trillion Latino market, emphasizing its importance for marketers.

Your Takeaway: Since buying power is increasing, so should representation when marketing said product and or service to this consumer base. This will increase loyalty and trust with your brand.

By understanding Afro-Latinx buying power, recognizing subgroup nuances, and intersectionality, you can create campaigns that not only capture attention but also build lasting connections and overall community.

#AfroLatinoMarketing #ConsumerInsights #MarketingStrategy #MulticulturalMarketing