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Consumer X

What if we told you there was a $7.3 trillion + market that's been overlooked by most brands, hiding in plain sight yet growing rapidly every year–just waiting to be tapped. And what if that audience had the potential to drive exponential revenue growth and create passionate advocates for your brand? At 9thWonder, we call them Consumer X.

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We solve for X

The United States is in the midst of a demographic revolution. By 2045, the minority audiences of today will be the majority audiences of tomorrow. But while the consumer landscape is changing at breakneck speed, marketers are still struggling to catch up. To appeal to these growing and influential audiences, brands need to engage in culturally and linguistically relevant ways. They need to speak to consumer truths, not just rely on tired stereotypes. If you’re looking to tap into the next generation of influencers and advocates, we can help.

Latin X

Defined as immigrants who came to the U.S. before their tenth birthday, or U.S. -born children of an immigrant parent, the Latin X consumer segment makes up 45% of the U.S. population and wields a collective $2.0 trillion in purchasing power. Not only are they savvy digital consumers, they’re also more likely to influence the purchasing decisions of both their Spanish-language dominant family members, and their American friends – serving as a Sherpa for everyone in their culturally-agnostic sphere of influence.

Unfortunately, marketers are still relying on one-size-fits-all advertising based on outdated myths and preconceptions. At 9thWonder, we know that it’s not enough to just reach this audience. Brands need to actually touch them or connect with them in meaningful, authentic ways. By understanding the duality of their lives and the conflicting ethos’ of collectivism and self-reliance that informs how they interact with the world and their communities, we can drive emotional brand connections that create lifelong fans and advocates.

  • $2.0 Trillion+ in Influential Spending Power
  • 45% of the Latin x population
  • 19 years: Median Age of U.S. born Latin X

Meet the Experts

Maria Twena

Partner, Global Head of Consumer X

Los Angeles

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my hidden work wonder

Hybridity Across Multiple Cultures

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my hidden personal wonder

A True Love for Crafting Stories

Beatriz Acevedo

Partner

Los Angeles

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Unofficial Chief Passion and Inspiration Officer

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Master Chef of Mexican-Jewish Cuisine

Doug Greiff

President, 9thWonder StoryLab

Los Angeles

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Story Broker & Thought Provoker

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my hidden personal wonder

Lover of all Things Latin

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