How the Marketing Access Scorecard Helps Brands Improve Hispanic Marketing Performance
- May 31
- 3 min read
Updated: 5 days ago
The Hispanic consumer market has become one of the most important growth opportunities in the United States. Yet many brands still struggle to deliver effective Hispanic marketing strategies that connect with Hispanic consumers throughout the entire customer journey.
In the first episode of the Marketing Access Scorecard (MAS) Podcast, market research veteran Carlos Garcia introduces a new framework designed to evaluate Hispanic marketing performance and improve multicultural marketing effectiveness. Drawing on more than 45 years of experience in consumer insights and research, Garcia argues that successful Hispanic marketing starts with understanding consumers—not simply satisfying clients.
Why Consumer Insights Matter More Than Client Validation
Garcia shared a story from a marketing research conference where professionals were asked what differentiated their companies. Most participants focused on client service and client satisfaction.
His answer was different.
Rather than focusing solely on clients, Garcia emphasized the importance of understanding the people who ultimately purchase products and services. Strong consumer insights help brands develop Hispanic marketing strategies that perform in the real world.
According to Garcia, the goal of research is not to validate assumptions. The goal is to understand Hispanic consumers and other diverse consumers well enough to create experiences that drive meaningful business results.
Why the Hispanic Consumer Market Represents a $3 Trillion Opportunity
The Hispanic consumer market continues to grow at an extraordinary pace.
Today, Hispanics represent approximately 20% of the U.S. population, totaling about 68 million people. Including Puerto Rico, the broader Hispanic community reaches approximately 71 million individuals.
The economic impact is equally significant. Hispanic buying power has reached approximately $3 trillion annually and continues to grow faster than many other consumer segments.
Several demographic trends support this growth:
Hispanics are substantially younger than non-Hispanics.
More than one-quarter of Americans under age 18 are Hispanic.
The United States is becoming increasingly multicultural.
For business leaders, these trends make Hispanic marketing a strategic priority rather than a niche initiative.
The Biggest Challenges in Hispanic Marketing Today
Despite the size of the opportunity, many companies still fall short when executing Hispanic marketing programs.
Brands often invest in advertising but fail to support Hispanic consumers throughout the digital customer experience. Websites may offer limited Spanish-language content. Customer service may not be available in Spanish. Fulfillment and return processes frequently create frustration.
Garcia believes many organizations underestimate how much these gaps affect customer satisfaction and business performance.
This challenge inspired the creation of the Marketing Access Scorecard.
A New Approach to Measuring Multicultural Marketing Effectiveness
The Marketing Access Scorecard combines technology with human understanding to evaluate multicultural marketing performance.
Garcia describes the methodology as AI-led but human-driven.
The framework includes four key components:
AI-powered analysis
User experience evaluations
Mystery shopping
Focus groups
Together, these approaches create a comprehensive view of how Hispanic consumers experience a brand's digital customer experience.
The goal is not simply to measure compliance. The goal is to understand how consumers feel while interacting with a brand.
How Brands Can Improve the Hispanic Digital Customer Experience
The scorecard evaluates multiple aspects of Hispanic marketing, including:
Spanish-language website accessibility
Mobile app usability
Customer service support
Promotions and pricing
Social media representation
Visual imagery and messaging
Terms and conditions clarity
Fulfillment and return processes
Many organizations perform well in some areas but fail in others. Garcia compares these failures to a football team fumbling the ball before reaching the end zone.
A successful Hispanic marketing strategy requires consistency throughout the entire digital customer experience.
Celebrating Best Practices in Multicultural Marketing
The Marketing Access Scorecard evaluates brands across industries such as:
Consumer packaged goods
Telecommunications
Quick-service restaurants
Automotive
Auto insurance
The purpose is not to criticize brands but to identify best practices and encourage improvement.
Top-performing organizations will be recognized for delivering strong multicultural marketing programs and creating better experiences for Hispanic consumers.
Expanding Inclusive Marketing Beyond the Hispanic Community
Although the initiative begins with Hispanic marketing, the methodology can support broader inclusive marketing efforts.
Future studies may evaluate experiences for:
People with disabilities
Neurodivergent consumers
Seniors
Consumers with lower educational attainment
African Americans
Asian Americans and Pacific Islanders
LGBTQ+ communities
Digitally reluctant consumers
Each audience presents unique opportunities for brands seeking stronger connections with diverse consumers.
The Future of Hispanic Marketing and Consumer-Centered Growth
The Marketing Access Scorecard is built on a simple idea: businesses grow when they understand the consumers they serve.
As the Hispanic consumer market continues to expand, organizations that invest in consumer insights, improve the digital customer experience, and embrace multicultural marketing will be better positioned for long-term success.
For brands seeking growth in an increasingly diverse America, Hispanic marketing is no longer optional. It is an essential business strategy—and one of the greatest opportunities available today.
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