ENGINE Insights Hispanic Heritage Month Survey Finds…

43% of Americans Don’t Feel Hispanic Culture Is Adequately Represented in Mainstream Media.

This month marks the beginning of National Hispanic Heritage Month in the U.S. (September 15th-October 15th). The celebration began as a way to promote the history, culture, and contributions of Hispanic-Americans. Specifically — those whose ancestors came from Spain, Mexico, the Caribbean, and Central and South America.

In recognition of Hispanic Heritage Month, ENGINE Insights conducted a survey to discover Americans’ views on how well they think advertising, media, and brands are doing in its representation of the Hispanic culture and response to the community. Interestingly, the survey finds that 43% of Americans do not think that the Hispanic culture is adequately represented in the mainstream media – it’s even higher among Hispanics, 52% don’t think their culture is adequately represented in the mainstream media.

The findings also show that 42% of Americans feel that the Hispanic culture is not accurately portrayed in the media (52% among Hispanics). Furthermore, 41% of Americans do not feel the Hispanic culture is accurately portrayed in advertising, that number rises to 56% among Hispanics.

There are also some generational differences to report as well. When asked whether they thought that brands should take a stand on issues impacting the Hispanic community, 53% of Gen Zs responded “yes,” compared to 46% of Millennials, 31% of Gen Xers, and 29% of Baby Boomers.

Find out more with all the ENGINE Insights survey findings below:

 

Do you feel that Hispanic culture is adequately represented in the mainstream media?

We asked: Do you feel that Hispanic culture is adequately represented in the mainstream media? 43 percent of respondents said no, 29 percent said yes, 28 percent said not sure

 

Do you feel that Hispanic culture is accurately portrayed in the media?

We asked: Do you feel the Hispanic culture is accurately portrayed in the media? 42 percent of respondents said no, 29 percent said yes, 29 percents said not sure

 

Do you feel that Hispanic culture is accurately portrayed in advertising?

We asked: Do you feel that Hispanic culture is accurately portrayed in advertising? 41 percent of respondents said no, 29 percent said yes, 30 percent said not sure

Can you name a specific content creator that you think best represents the Hispanic culture?

We asked: Can you name a specific content creator that you think best represents the Hispanic culture? #1 Telemundo #2 YouTube #3 Univision

 

Do you expect brands to take a stand on issues impacting the Hispanic community?

We asked: Do you expect brands to take a stand on issues impacting the Hispanic community? 36 percent of respondents said yes, 32 percent said no, 32 percent said not sure

 

Would you be more likely to purchase a brand based on its stand on issues impacting the Hispanic community?

We asked: Would you be more likely to PURCHASE a brand based on its stand on issues impacting the Hispanic community? 34 percent of respondents said yes, 37 percent said no, 29 percent said not sure

 

Would you be more likely to boycott a brand based on its stand on issues impacting the Hispanic community?

We asked: Would you be more likely to BOYCOTT a brand based on its stand on issues impacting the Hispanic community? 25 percent of respondents said yes, 48 percent said no, 27 percent said not sure

Methodology

This CARAVAN® survey was conducted by ENGINE Insights among a sample of 1,004 adults 18 years of age and older. This online survey was live on August 28-30, 2020.

More about our CARAVAN surveys here.

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ABOUT ENGINE

ENGINE is a global, full-service media and marketing services company that unites culture and commerce to move brands forward faster. We are driven by data, fueled by imagination, and powered by technology. Founded in 2005, ENGINE has global headquarters in New York and offices around the world. ENGINE empowers clients to outperform in the present and win in the future with its vast range of marketing solutions including insights, creative, media, data and technology.

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