Unlocking the Hispanic Market Podcast

Episode 16: Cultura y Compra -How Culture Drives Hispanic Buying Decisions

• Unlocking Consulting™ & The Moonfish Group™

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🎙️Welcome back to Unlocking the Hispanic Market, the podcast that helps you connect authentically, strategically, and profitably with the fastest-growing consumer segment in the U.S.—the Hispanic community.

This episode is Cultura y Compra -How Culture Drives Hispanic Buying Decisions. 

Cultura y Compra—because in the Hispanic market, culture isn’t just a backdrop—it’s the blueprint for how buying decisions are made.

If you’ve ever wondered why some brands win big with Hispanic consumers while others miss the mark, it comes down to this: They either understand the culture—or they don’t.

We’re unpacking the cultural drivers that influence Hispanic purchasing behavior, and we’ll show you how to craft marketing strategies that connect, convert, and build loyalty. 🎧 So let’s recap the five cultural drivers that shape Hispanic buying behavior:

  1. Familismo – Speak to the family, not just the individual.
  2. Tradition Meets Trend – Mix heritage with modern lifestyle.
  3. Trust Is Everything – Be consistent, inclusive, and long-term in your commitment.
  4. Avoid Hispandering – Respect regional nuances and avoid clichés.
  5. Lead with Emotion – Tell stories that resonate with heart and identity.


🎙️ Cultura y Compra isn’t a catchphrase—it’s a strategy.
If you want to unlock the Hispanic market, you need to lead with culture, connect with emotion, and stay committed beyond the campaign.


🚀 So here’s my challenge to you this week:
Take a look at your brand or client’s marketing—
Are you talking to the Hispanic consumer or talking past them?
Are you showing up once a year, or investing in year-round relevance?
Are you selling a product, or offering a cultural experience?

If this episode gave you value, please subscribe, leave a review, and share it with someone who wants to connect better with the U.S. Hispanic community.

Thanks for tuning in to Unlocking the Hispanic Market. we’ll catch you at the next one.


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