3 Hispanic Marketing Trends for Credit Unions in 2022

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As we approach 2022, credit union marketing plans must hone in on information and details of your ideal members’ lives to engage with them most effectively. Marketers need to focus on having the right approach and knowing the current and upcoming trends to reach your ideal members.

This is particularly true when serving the Hispanic community, so here are three must-follow trends based on my research and experience credit union leaders for 2022:

1. Hispanic population growth is one of the top reasons the United States is becoming more diverse.

Hispanics are the fastest-growing segment in the U.S. and have been steadily increasing for the last decade. Hispanic people are projected to be the largest minority group in the U.S. by 2050. Compared with the general population, Latinos are approximately 14-15 years younger in average age, adding to the growth in consumer categories like Fashion, Health & Beauty, and more. Identify how your credit union can use information like this to target this community’s needs and aspirations.

2. Hispanics are the key to growth in many financial market segments.

The Hispanic market has $1.3 trillion in purchasing power, a much higher dollar figure than any other minority group in the U.S. Plus, approximately 50% of Latinos own their homes, compared to 45% in 2014. One study predicts Hispanic home buyers will account for 70% of homeownership growth by 2040. Also, 93% of home improvement growth in Hispanics has come from entrepreneurs. This growth will continue as Latinos drive the growth in homeownership. How can your credit union assist with their burgeoning housing and wealth-building needs?

3. Hispanic people are the fastest-growing demographic online.

Online shopping has become more popular among Hispanics than non-Hispanics. On average, Latinos spend 57 minutes on social media every day, compared to 48 minutes for all Americans. They use Facebook and Twitter more than any other demographic, which shows this is the best way to market them. Consider how your credit union can meet them where they are with the products and services they need, and the credit union touch you can provide.

Getting ahead of these three trends will help your credit union’s success to serve the growing Hispanic population in the U.S. in 2022. Your Marketing Co. has the cultural and tactical expertise your credit union needs to develop and execute on your Hispanic marketing strategy needs. If you’re ready, let’s talk!

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Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Living life by his motto to “Do good even if the world is unfair,” Dexter would also advise his younger self, “It’s hard, but you’re doing good!” Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche


Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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