New Sensis Research Highlights Hispanic Immigrant Experience

Jun. 28, 2024

Integrated cross-cultural marketing agency, Sensis, in partnership with Welcome Tech, a technology and services platform that accelerates success for U.S. immigrants, is shedding light on the complex dynamics shaping the experiences of recent Hispanic immigrants in the United States with their latest proprietary research, the New Hispanic Immigrant Report.

In the first installment of its extensive research study, Sensis delves into the adaptation and purchasing habits of recent Hispanic immigrants in the United States. Surveying more than 500 new Hispanic immigrants, who are members of Welcome Tech’s platform, and conducting in-depth interviews, findings focused on comparing survey respondents who immigrated to the U.S. less than two years ago versus those who immigrated in the last decade. Additionally, the report sought to learn how their immigration may further shape the U.S. economy, specifically through purchasing habits and brand preferences.

Though recent Hispanic immigrants find U.S. culture very different from that of their home country, they still view it as welcoming and a culture to which they aspire to belong.

64% of survey respondents said they feel much safer in the U.S. than in their home country.

One respondent said:

“Everyone respects the crosswalks. They really respect the laws. Like, in my country, if there is a red light: no one cares, no one respects authority. People here have a lot of order.”

 

Immigrating to the U.S. does come with financial and emotional struggles. The research found that despite cultural diffusion brought about by globalization, learning English is by far the biggest concern for recent immigrants. According to Sensis research, this is true regardless of whether they arrived within the past two years or have been here for two to ten years.

One respondent said:

"I did not speak English at first. It was one of the hardest challenges. The language has been a big obstacle."

 

Other barriers preventing Hispanic immigrants from fully acculturating to the U.S. include immigration status, feeling isolated and lack of resources.

One respondent said:

“Well on various occasions, what I’ve really wanted is to go back. It’s been really hard to be stable because of the work situation. Thinking of Honduras, there I’m someone and here I’m no one.”

 

Despite the countless challenges they face, Hispanic immigrants find that the experience is still worth it.

Regarding purchasing habits and brand preferences of new immigrants, the report found that brands should not feel like they need to have had a presence in Latin America to make outreach to Hispanic immigrants in the U.S. Instead, Spanish-language outreach that feels friendly and emphasizes low costs can be highly effective in earning their business. Recent Hispanic immigrants are receptive to new brands in the U.S. Only 23% of survey respondents, no matter the length of time in the U.S., prefer to purchase brands from their home country.

Sensis President José Villa said:

“These findings challenge existing narratives and underscore the realities faced by Hispanic immigrants living in the United States. It’s crucial to distinguish how new immigrants view the world versus those who arrived in the United States a decade ago to understand the evolving needs of Hispanic immigrants across different stages of their journey.”

 

So, how are recent Hispanic immigrants adapting to American culture? Despite hurdles in the adaptation process, recent immigrants exhibit a remarkable capacity for resilience and openness to new experiences. While most respondents perceive cultural differences upon immigrating to the U.S., many have found comfort in familiar foods, traditions, and people from their home country. Overall, immigrants find U.S. culture welcoming and aspirational.

Future installment topics and release dates are expected this summer and fall.