A Personal
Perspective
For more than 21 years, I’ve helped organizations grow through strategic marketing, including leading some of Oklahoma’s largest Hispanic Initiatives.
The Hispanic Market in one of Oklahoma’s greatest growth opportunities. Understanding the size of the opportunity is the first step. Understanding how to communicate with the market, and earn their trust, is where real results begin.
The Oklahoma
Hispanic Market
The Hispanic market in Oklahoma has become one of the state’s most important economic and demographic growth drivers.
According to the U.S. Census, Hispanics accounted for approximately 68% of Oklahoma’s population growth from 2010 to 2020. In 2020, Oklahoma’s Hispanic population was estimated to be around 500,000.
6 years later, the Hispanic market continues to grow.
Oklahoma City Hispanic Market
The Oklahoma City metro is home to an estimated 250,000 Hispanics, making it one of the fastest-growing Hispanic markets in the region.
In Oklahoma County, approximately 1 in 5 residents are Hispanic. Across the nine major public school districts in the Oklahoma City metro, Hispanic student enrollment is approaching 30%. In 2024, the Mexican government opened a Mexican Consulate office in Oklahoma City. This is another major indicator of the market’s continued growth and long-term significance.
Tulsa Hispanic Market
The Tulsa metro has an estimated Hispanic population of approximately 150,000 residents.
In Tulsa County, nearly 1 in 6 residents are Hispanic, while Tulsa Public Schools reports Hispanic student enrollment of more than 40%.
Why This Matters
The Hispanic community is no longer a niche audience in Oklahoma — it is a major economic force shaping the future of business, workforce growth, consumer spending, and culture across the state.
The numbers within our schools provide a clear view of the future. Today’s Hispanic student population will soon become tomorrow’s workforce, homeowners, entrepreneurs, and business leaders.
Our projection is that by 2036:
• Approximately 1 in 4 Oklahoma City residents will be Hispanic
• Approximately 1 in 5 Tulsa residents will be Hispanico.
Businesses that want long-term, sustained growth must make Hispanic marketing part of their company’s DNA — not simply a temporary campaign.
Understanding
Hispanic Marketing
Easier Said Than Done
Many businesses understand that reaching the Hispanic market requires:
• proper translation
• cultural understanding
• trust
• consistency
• authentic community connection
The challenge is that understanding these concepts intellectually is very different from executing them effectively.
After more than 21 years leading Spanish-language marketing efforts in Oklahoma, one thing has become clear: Effective Hispanic marketing is not just about language. It is about understanding people, culture, identity, media behavior, trust, and long-term relationship building.
Experience matters because successful Hispanic marketing requires knowing not only what works, but what does not work.
Modern
Hispanic Marketing
Modern Hispanic marketing is about helping businesses be found, trusted, and chosen across digital, social, search, mobile, streaming, television, radio, and traditional platforms.
Consumers no longer interact with businesses through a single channel. They discover, research, validate, compare, and engage through multiple touchpoints every day.
If businesses want meaningful results from Hispanic marketing, they must adopt a full-funnel approach that connects awareness, trust, engagement, and conversion together.
Entertainment & Marketing
Entertainment and marketing have always been connected, but technology has dramatically changed how consumers engage with both.
Today, consumers spend more time in front of screens than ever before. They stream content, consume short-form video, engage on social media, listen to music digitally, and constantly interact with content across multiple platforms.
Because entertainment consumption is deeply tied to language and culture, understanding how Hispanics consume media is critical.
Broadly speaking, Hispanic consumers often fall into three language and media consumption categories:
• Approximately 33% — Primarily Spanish dominant with limited English usage. Entertainment consumption is heavily Spanish-language focused.
• Approximately 33% — Bilingual consumers who regularly consume both Spanish and English media.
• Approximately 33% — Primarily English dominant with limited Spanish usage. Entertainment consumption is largely English-language focused.
Understanding where consumers fall within this spectrum significantly impacts messaging, media placement, creative execution, and overall campaign effectiveness.
Cultural Nuance Matters
While many Hispanic consumers are connected through language, the Hispanic market is far from monolithic.
There are 21 Spanish-speaking countries, each with distinct cultures, traditions, accents, and communication styles. At the same time, the United States now represents the second-largest Spanish-speaking population in the world behind Mexico.
Because of this complexity, how businesses communicate matters.
Trust & Relationships Matter More
The Hispanic market is highly relationship-driven. Trust is earned through consistency, authenticity, visibility, and community engagement over time.
Family Influence Is Strong
Hispanic households are often highly family-oriented, which can heavily influence purchasing behavior and brand loyalty.
Respect & Tone Matter
Messaging tone, presentation, and cultural sensitivity significantly impact how brands are perceived.
Acculturation Levels Matter
Different generations and acculturation levels consume media and marketing differently. Some consumers are Spanish dominant, some bilingual, and others primarily English dominant — yet still deeply connected to Hispanic culture.
Representation Must Feel Real
Authenticity matters. Hispanic audiences quickly recognize when representation feels forced or inauthentic.
Community Presence Beats Corporate Distance
Businesses that consistently support the Hispanic community, hire Hispanic staff, participate in events, advertise consistently, and communicate authentically often outperform larger brands with bigger budgets but weaker cultural connection.
Mobile & Social Consumption Is Extremely High
Hispanic consumers often over-index in mobile usage, video consumption, and engagement across platforms such as Facebook, Instagram, WhatsApp, YouTube, and TikTok.
Bilingual Identity Is Complex
Many bilingual Hispanics balance cultural pride, opportunity, assimilation, and tradition simultaneously. They consume entertainment and marketing in both languages, often switching fluidly between the two. The brands that perform best understand and respect both sides of that identity
Fun Fact:
A 25-second English commercial script typically becomes a 30-second commercial when translated into Spanish.
Final Thought
The businesses that will win in the next decade will not treat Hispanic marketing as a side campaign. They will integrate it into their overall growth strategy, brand identity, customer experience, hiring practices, and community presence. The Hispanic market is not simply growing. It is helping shape the future of Oklahoma.
“If you want to reach the Hispanic market the right way, it can’t be a just campaign. It must be part of your company’s DNA.” – Chris Fusselman
Let’s talk strategy with your business, and if you want more insights into the Hispanic market, let’s set up a time to talk.