Hispanic Marketing Council Summit 26: Engaging America’s Growth Cohort

Published 13 May 2026

Author

7 min read

At this year’s Hispanic Marketing Council Summit in New York (April 23), agencies and brands emphasised that Hispanic consumers are driving brand growth in the US: America’s youngest cohort are fuelling population expansion while building economic might. Key themes included immigration raids reviving allyship’s vital role and seizing the lucrative sports-fan opportunity.

Hispanic Consumers Powering Brand Growth

Seizing the Sports-Fan Opportunity

Immigration Raids Revive Allyship’s Vital Role

Engaging with Hispanic consumers is “not just a nice-to-do – it is the only way your business is going to grow,” asserted Jessica Santiago Byrd, senior manager of growth and multicultural marketing for Ikea US. This was a common refrain at the summit, underpinned by data illustrating how Hispanics are driving US population growth.

Jump to section

Spending 15% more than non-Latinos on fandom-related purchases, Latino sports fans are forecast to account for a third of total US sports market growth by 2035 (McKinsey, 2025). In response, brands are leveraging watch parties to woo key customers, developing influencer-helmed sportstainment to cultivate future loyalty, and celebrating Hispanic heritage through special-edition team merch.

Jump to section

Brand allyship is newly critical amid US immigration raids – 52% of Hispanic Americans worry that they or someone close to them might be deported during President Donald Trump’s deportation drive (Pew, 2025). While some overtly political campaigns have extended brands’ activist stances, others signified support via pop-culturally coded comms.

Hispanic Marketing Council Summit 26: Engaging America’s Growth Cohort

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur?

Topics

Advertising & Branding

Brand Experience

Sports & Leisure

Race and Cultural Diversity

Politics

Want to see the full report?

Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.

We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.

We’d love to do the same for you.

Book a demo with us today to discover more.

Membership