Similar to most people, COVID-19 took Hispanics by surprise, impacting the very core of Americans’ daily lives. Yet, unlike most people, Hispanics are most likely to be even more negatively impacted by COVID-19 as seen through their higher number of pay cuts and job losses as well as their lower access to healthcare, lack of health insurance, minimal access to in-language information, and beyond. While the world works together to slow the spread of the virus, brands, government officials, advocacy groups, and community members have many opportunities to lend a helping hand, even from a distance, to more directly help Hispanics both now and in the coming months.
Quim Gil, Principal & Brand Planning for LERMA, stated, “The real disease here is social inequality. Hispanics are being laid off from their jobs at remarkably high rates. Those who haven’t lost their jobs work in industries that make working from home impossible, forcing them to fight the virus on the front lines. COVID-19 is a national emergency, but Hispanics should be the priority. As social agents with resources and influence, brands need to take action. That means not cutting the conversation with them, but also actually helping the community. Facts before words. Our research and report prove that this is not just a moral obligation; it is also a wise business decision that will be rewarded with substantial sales and loyalty increases. I encourage brands to stand up for Hispanics. Do it for greed, or do it because it’s the right thing to do; but please go ahead and do it.”
The 2020 Pandemic: U.S. Hispanic Impact. This report provides an overview of the effects that COVID-19 is specifically having among Hispanics and other ethnic minority groups. More importantly, the paper outlines how immediate targeted marketing opportunities among multicultural consumers during this time of crisis can help ensure brands are able to rebound as the economy recovers.
