With a growing population of 61 million and $1.5 trillion in spending power, the Hispanic and Latinx communities have become a highly sought-after audience by brands and advertisers as the fastest growing minority group in the United States. However, because they are an increasingly complex group of people, with many in bilingual, multigenerational, multiracial and multiethnic households, brands and advertisers haven't been able to crack the code on how to reach them. Claudia Oddo, Senior Marketing Manager at SXM Media, shared a tremendous amount of insights through their 2020 Pandora Soundboard and other sources on what their Latinx and Hispanic listeners are experiencing through music and sound, and how it relates to their identity.
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