From search to content consumption, purchase to advocacy, Hispanic consumers take a unique collective approach to e-commerce. The ethos of this collectivist culture greatly influences brand experience and purchasing behavior. Hispanic consumers conduct searches to assist spouses, friends and family members, both inside and outside their household. Marketers and advertisers need to learn how to better engage the “digital Sherpas” within Hispanic communities.

To guide us, Maria Twena, Global Head of Consumer X at 9th Wonder Agency, returns to the New Mainstream podcast to discuss new research conducted by ThinkNow and 9th Wonder Agency on the dynamics of Latinx purchase behavior, including their online shopping habits – from the digital touchpoints they choose to the products they buy and their collective spend – and what it takes to facilitate brand fandom.

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