April 25, 2023
As America becomes more ethnically and culturally diverse, it’s essential to recognize and understand how the rapid increase in Spanish speakers is impacting perceptions about the role of language in business, education, and public policy. That’s just one of the many reasons why LSG has launched its brand-new Spanish Language Practice.
LSG roots all of its practices and services in data-driven strategic planning and decision-making. In anticipation of our new practice launch, we conducted a national survey of 1,000 likely voters – 500 who are fluent Spanish speakers and 500 who are not.
The results couldn’t have been clearer. Both Spanish and non-Spanish-speaking likely voters overwhelmingly value the Spanish language’s impact on American culture and believe that businesses and political parties stand to benefit by communicating, educating, and engaging in Spanish.
A majority of likely voters – including 78% of Spanish-speakers and 60% of non-Spanish speakers – believe the Spanish language is important in shaping American culture, and most (72% Spanish-speakers, 52% non-Spanish speakers) have a more positive impression of businesses that advertise or provide information in Spanish.
These perceptions have a meaningful impact on likely voters’ priorities on a host of issues. For example, the vast majority of both Spanish- (82%) and non-Spanish speaking likely voters (71%) believe it’s important Spanish is taught in schools. And, a majority of parents surveyed (85% Spanish-speaking, 70% non-Spanish speaking) reported it’s important for their child to be bilingual or multilingual.
LSG’s new Spanish Language Practice helps clients connect and better engage with Spanish-speaking audiences in the U.S. and globally. Our capabilities range from helping clients grow visibility with Spanish language media in the U.S., to integrating Spanish language capabilities into their everyday operations, to building allies with influential Hispanic third parties, to creating impact and awareness with Spanish-speaking consumers around the world.
To learn more about the importance of the Spanish language in American society, business, and politics, please download our Executive Summary here.