Imagine 2x-ing your cultural resonance with #Hispanic consumers in 2 years?
By Mikeblack · July 6, 2026 · Curated by George's Blog
Imagine 2x-ing your cultural resonance with #Hispanic consumers in 2 years?
Citi bank did just that
Comparing cultural resonance between 1H 2024 and 1H 2026, we find that most major banks improved cultural resonance with Hispanic / Latino consumers
Meaning Hispanic / Latino are more likely to feel like Citi “gets them” and reflects their values, identity and passion points
The fact that almost every major bank brand improved shows increased relevance for the category overall
But Citi saw outsized improvements, increasing resonance by 38 ppts
US Bank made massive gains, too
This matters because higher cultural resonance correlates with higher intent to choose
So this cultural resonance growth is creating millions of new consumers open to Citi and U.S. Bank products and services
Don’t knock Capital One or Bank America, either
They were leaders well before others and have strengthened their resonance
It’s just that the competition is catching up
Which begs the question …
does your brand know where you stand today with Hispanic consumers vs years ago, and how is that pacing with competitors?
#multicultural #culturalintelligence #consumerinsights #consumerinsights #banking