There is a growing importance of the Latin market in the United States, and brands are adapting to cater to this expanding demographic. Based on a new report from cultural insights researcher from Collage, brands that are successfully connecting effectively with Latinx consumers using a metric called "Brand Cultural Fluency Quotient" (B-CFQ). This measure assesses consumer sentiment towards a brand in six key areas: Fit, Relevance, Memories, Values, Trust and Advocacy.

The study identifies that brands that combine traditional heritage with modern cultural influences, such as contemporary music and fashion, tend to stand out among Hispanic consumers. Consumers in this group value brands that prioritize the needs of Spanish speakers, foster family bonding, and help tap into their cultural roots.

Among the Latino traits that successful brands use to connect with this audience are cultural duality (the ability to embrace both American and Hispanic culture), positivity (optimism and ambition about the future in the U.S.), engagement (a cosmopolitan worldview), and pioneering (resilience and innovation).

The study mentions three brands that stood out in the study: Sony, Don Julio and Hershey. Sony is praised for its commitment to the Hispanic community, especially through family films and the promotion of Latin music and culture. Don Julio has stood out for his marketing that exalts Mexican creatives and Hispanic entrepreneurs, as well as promoting Mexican pride in the U.S. with a modern approach. Hershey, on the other hand, is recognized for its values aligned with the Hispanic community, with a focus on family, and for its bilingual work environment, attractive to Latinos.

The full list of the top 20 brands ranked in the B-CFQ includes:

1. YouTube

2. Reward

3. Sony

4. Google

5. Dove

6. Ziploc

7. Colgate

8. TYING

9. Nike

10. Amazon

11. Down

12. M&M's

13. Walmart

14. Tylenol

15. Tide

16. Samsung

17. Windex

18. Hershey

19. Crest

20. Oreo

The study reflects the impact of culturally sensitive marketing strategies on the success of brands among Latino consumers, underlining the importance of integrating meaningful and authentic cultural elements into advertising campaigns.