Technology has fundamentally changed the Latinx* consumer experience. Hispanic consumers own devices and use digital platforms at a higher rate than the total market, creating behavioral differences in how they communicate, shop, consume content and mobilize for social justice. According to Nielsen’s recently released Descubrimiento Digital：拉美消费者的在线生活 report, the combination of the relative youth of the Hispanic community–-and the preference for culturally nuanced and representative content—puts Latinx consumers at the nexus of setting trends and influencing the mainstream.
In the latest episode of Nielsen’s On the Record, Stacie de Armas, VP, Strategic Initiatives and Consumer Engagement, joins Andrew McCaskill, SVP, Global Communications and Multicultural Marketing, to discuss the cultural drivers of Latinx digital consumption. Stacie also delves into ways that companies can forge authentic connections with Latinx consumers by developing messaging that speaks to the diverse experiences of U.S. Hispanics.
*尼尔森使用 "Latinx "一词来表示不明确的性别。这一决定是为了更大程度地纳入女性、LGBT+ 和非二元西班牙裔，以及该术语在社交媒体和学术写作中的日益流行。
