A new Hispanic segmentation model is here, know it!—Meet the Heritage Keeper


The U.S. Hispanic market is ever evolving, so your Hispanic market strategy should evolve with it to stay ahead of your competitors.  In celebration of Hispanic Heritage Month we partnered with Culturati Research to share a new Hispanic segmentation model that will help you and your brand create and enhance meaningful connections with Hispanic consumers.  This segmentation model is attitude-based and goes beyond language and demographics. It goes deeper, is non-linear and takes values, mindset and consumer behavior into account.

The Hispanic segmentation consists of four distinct segments within the U.S. Hispanic market.

  • Heritage Keepers
  • Savvy Blenders
  • Ameri-Fans
  • Latinistas

Meet the Heritage Keepers

Below we introduce you to the Heritage Keepers segment and will be exploring the other segments in the coming weeks so stay tuned for more by signing up for our newsletter.


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