Latinos are transforming cultural connections during the pandemic

The most recent report from Nielsen`s Diverse Intelligence Series, Transformación Cultural de la Conectividad: Cómo se Conectan Los Latinos Durante el Distanciamiento Social (How Latinos Connect During Social Distancing), explores how the Latino community has connected during the COVID-19 pandemic. As one of the groups that have been disproportionately affected by the loss of jobs and impact in the health area, Latinos have come to trust media and social networks for education, to remain informed, and for entertainment.

“Hispanics are a collectivist culture that grants large value to the needs of the community as a whole and maintain close connections between the individuals in it. When COVID-19 began to spread, the social distancing measures imposed threatened the face-to-face social connections that Latinos trust so much,” said Stacie de Armas, Strategic Initiatives & Consumer Engagement at Nielsen.

Although this group continues to face relevant challenges, it is not giving up. It is tapping into its culture and virtual social networks to remain connected. Latinos continue to be key factors to stimulate the country’s economy with its huge purchase power, which increased by 69% in just nine years, exceeding non-Hispanics that increased by 41% during the same period.

“The Latino community has exhibited for a long time an over-dimensioned use of digital connections; however, as a result of the COVID-19 circumstances, they intensified their use of digital platforms, in a greater measure than the total market,” added Armas.