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COVID-19 Era Mindset of Latinx Consumers is Explored in New Study by H Code, Hispanic Heritage Foundation, & Hispanic Public Relations Association

Hispanic Heritage Foundation

Hispanic Heritage Foundation

Keeping loved ones safe, coping with high levels of stress, and an increase in online shopping are among the insights from surveys of more than 2,000 Latinx consumers

SANTA MONICA, Calif. H Code, in partnership with the Hispanic Heritage Foundation (HHF) and Hispanic Public Relations Association (HPRA), today announced the upcoming release of the Connecting with the Latinx Consumer During the Pandemic report as America heads into an uncertain holiday season. Based on proprietary data collected by the H Code Intelligence Center, the in-depth report will offer insight into the mindsets of Latinx consumers as they continue through the COVID-19 pandemic.

“While the Latinx community and other minority communities have been disproportionately affected by COVID-19, we’re finding their growth and resilience remain undeterred,” said Parker Morse, CEO & Founder of H Code. “We hope this study provides a better understanding of the Latinx consumer perspective and behavior at a time when our world is being challenged by the biggest health threat in generations.”

To be released on November 30, 2020, the report includes key findings such as:

  • 81% of Latinxs say keeping themselves and their loved ones safe and healthy is the most important right now. Latinxs are slightly more likely to select “getting enough food and supplies” or “finding a way to make a living” as most important when compared to the General Population.
  • Latinxs were more likely than the General Population to experience high levels of stress because of healthcare (50% vs 46%) and their financial situation due to the pandemic (45% vs 39%)
  • Online shopping among U.S. Latinxs has increased from 88% to 95% as the pandemic continues.
  • In the beginning of the pandemic, online shopping habits centered around groceries, cleaning supplies, and bathroom supplies. And while those remain important, buying electronics and clothing online has increased significantly suggesting a shift in the shopping behaviors of Latinxs, focusing more on leisure over necessity.
  • 3 in 5 Latinxs plan to change the type of gifts they purchase and gift this year to ensure accessibility (electronics, gift cards, etc.)

“We have all had to adapt and change during this pandemic and that includes the Latinx consumer,” said Tijerino. “This is the time, as we head into an atypical and concerning holiday season and the biggest shopping period of the year, to better gauge the mindset of the Latinx consumer and provide valuable data for the brands that are willing to get even more nuanced and adaptable in reaching our influential community. Our partnership with H Code allows us as an organization to understand and support our community better.”

H Code and HHF will present exclusive findings during a special virtual event — hosted by HHF President and CEO Antonio Tijerino in conversation with H Code CRO Matt Weisbecker and Director of Brand Development Maylin De Leon — on December 2, 2020 at 2 p.m. ET. The panelists will discuss the best move forward for brands and how they can more authentically and better connect with the Latinx market at this critical time. To register, visit

H Code and HHF will also collaborate with the Hispanic Public Relations Association to help position and disseminate the report among key stakeholders in the marketplace.

The Connecting with the Latinx Consumer During the Pandemic report uses data collected from proprietary surveys conducted by the H Code Intelligence Center — the company’s proprietary solution for collecting first-party data from Latinx panelists across languages, levels of acculturation, and more. The COVID Digital Lives Surveys ran over three periods in 2020 (March, June, October) and were conducted among a total pool of 1,106 English-dominant and Spanish-dominant Latinxs. The 2020 Brands & Latinx Marketing Survey had 1,301 English-dominant and Spanish-dominant Latinx respondents. All surveys are completed by a proprietary opt-in Latinx panel, which is representative of all main geographical areas of the United States.

About H Code

Founded in 2015, H Code is the largest Latinx digital media company in the U.S. Ranked #1 in Latinx digital reach, H Code influences at scale through digital and integrated campaigns, strategically bringing together targetable data, exclusive inventory, impactful creative, branded content, and more. Backed by its proprietary intelligence platform that derives insights from the largest Latinx digital panel and influencer network, H Code delivers impactful, data-driven strategies to effectively reach and influence Latinx audiences with unmatched authenticity.

About Hispanic Heritage Foundation

The Hispanic Heritage Foundation is a national nonprofit focused on education, workforce, innovative leadership, and culture to meet America’s priorities. Through HHF’s program, Code as a Second Language (CSL), tens of thousands of students across the nation are introduced and taught to code. Once they are initiated, they are funneled into a larger network of coders including mentors, workshops, activities through the LOFT (Latinos On Fast Track) program for further development, connectivity and ultimately placement into the workforce with Fortune 500 companies (Visit Follow HHF on Facebook, Instagram, TikTok, and Twitter.

About Hispanic Public Relations Association

Founded in 1984, the Hispanic Public Relations Association (HPRA) is the foremost organization of Hispanic public relations practitioners in the U.S. HPRA is a resource for communications professionals and for individuals seeking Hispanic market expertise. It is dedicated to the recognition and advancement of Hispanics in public relations through year-round programs, professional development seminars and networking. HPRA hosts one of the most anticipated annual events and industry awards: the HPRA Bravo Awards, recognizing the most outstanding campaigns in the marketplace. The national organization aims to meet the professional needs of the growing number of Hispanic PR practitioners, independents and agencies throughout the U.S. HPRA National, its Chapters and those Chapters in formation are paving the way for the next phase of growth and evolution in the PR industry, especially in the Hispanic market space. For more information please visit



Paolo Ramos/North 6th Agency for H Code | |212.334.9753 ext. 135

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