As America celebrates Hispanic Heritage Month, we took the opportunity to delve into our latest Brands and Polarization research, examining how political polarization influences shopping behaviors specifically among Hispanic consumers.

Our findings reveal that Hispanic consumers predominantly identify as moderates in terms of political ideology—more so than any other demographic group. This moderation may help explain their pragmatic approach to purchasing decisions, indicating that political beliefs do not significantly dictate their buying habits.

When it comes to shopping priorities, Hispanic consumers prioritize key factors such as value, quality, availability, service and convenience—similar to other consumer groups. Interestingly, they place less emphasis on ideological considerations like a brand's values or whether products are “made in the USA”.

Moreover, Hispanic consumers demonstrate a more permissive attitude toward brands taking stances on political and social issues. Unlike other consumers, they are less likely to abandon a brand for having different viewpoints.

Ultimately, Hispanic consumers remain focused on the essentials—quality, price, convenience and service—when making purchasing decisions. They make these decisions with a clear understanding of what matters most, allowing them to ignore any distractions from politics and controversies.