Hispanic Heritage Month

Over 52 million strong  Latinos are affecting every aspect of the national landscape in the US—pop culture, the workforce, consumption, politics and America’s identity as a nation. And from Sept. 15 to Oct. 15, Hispanic Heritage Month recognizes and celebrates the Latino culture and heritage, as well as the contributions U.S. Hispanics have made to the nation.

This period was chosen because it coincides with the independence celebrations of several Latin American countries: Costa Rica, El Salvador, Honduras, Guatemala, Nicaragua, Mexico and Chile. It also coincides with the “Día de la Raza” (Day of the Race) celebrations that many Latin American countries celebrate in remembrance of Christopher Columbus’ arrival in the Americas.

During the month, Latinos celebrate Hispanic heritage through festivities that highlight the music and food that extol the countries’ history and rich culture. To learn more about how Latinos revel this month and during other celebrations, Nielsen conducted a survey among the Hispanic community in the U.S. to glean deeper insight. Here are some highlights:

Only 30 percent of respondents said they celebrate Hispanic Heritage Month, including the Independence Day of their country of origin.

The affinity to celebrate main Hispanic celebrations differs among English and Spanish preferred Hispanics. Spanish-preferred Latinos are more likely to celebrate Thanksgiving, Easter Day, Holy Week and 3 Kings Day, while English-preferred Hispanics are less likely to celebrate these holidays. Cinco de Mayo is the Hispanic celebration that attracts the biggest engagement, at 48 percent

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