The American luxury market is changing

The AHA Report explores how cultural identity influences the purchasing behaviors of Affluent Hispanic Americans (AHA)—the most underexplored opportunity for U.S. luxury growth.

While overall growth slows, one segment is rising fast: Affluent Hispanic Americans (AHA). Representing more than $800 billion in purchasing power, AHA consumers are redefining what luxury means through cultural identity, craftsmanship, and modern success.

This report uncovers how values, heritage, and aspiration intersect—challenging outdated perceptions and offering a roadmap for brands seeking authentic growth.

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Research Highlights

  • An image of The Cultural Center.

    “Culture isn’t a trend. It’s the new currency of affluence.”

    Affluent Hispanic Americans aren’t chasing acceptance; they’re shaping a whole new standard. Today, cultural identity is capital, where authenticity, heritage, and creativity define what affluence looks and feels like.

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  • An image of Late Night Worker

    “Luxury is no longer inherited. It’s built.”

    Success, for the new American luxury consumer, is both inherited and self-made. AHA affluence blends the timelessness of craft with the modernity of ambition, building legacy from lived experience.

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  • Identity is the New Status Symbol

    “What you wear is what you stand for.”

    For AHA consumers, the true mark of status lies in meaning. Luxury is valued not for its logo, but for its story, its connection to identity, craft, and shared values.

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  • An image of two hands coming together

    “Diversity may open the door. Authenticity keeps it open.”

    For AHA consumers, inclusion isn’t the finish line, it’s the starting point. Brands win trust when they show up with shared values, not just diverse faces. Representation invites attention; relationship earns loyalty.

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  • An image of a female urban Latina professional

    “The future of luxury isn’t exclusive. It’s inclusive.”

    While traditional luxury markets slow, multicultural affluence is accelerating. Affluent Hispanic Americans now represent over $800B in spending power, a dynamic engine driving the future of the U.S. luxury economy.

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Report Findings

Two young Latina women with curly and straight hair wearing Dominican-themed bandanas, making peace signs during a parade event with many people in the background.

Survey Findings

Data-driven insights revealing how Affluent Hispanic Americans are redefining the meaning of luxury through culture, identity, and ambition.

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AHA Consumer Interviews

Personal stories that uncover how culture, success, and self-expression shape what luxury means to a new generation of Hispanic affluence.

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Thought Leader Perspectives

Expert perspectives from industry and cultural voices on how brands can evolve from representation to true cultural intelligence.

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About The Author

Close-up portrait of a bald man with light skin, slight facial hair, and a neutral expression, wearing a dark hoodie and a gray t-shirt, against a white background.

Marcus Jimenez is a designer and cultural innovator whose work bridges heritage, modernity, creativity, and culture. As founder of Sicario Studios and Cemi Group, he combines creative direction with market insight to reimagine how luxury brands engage with culture. His academic research on Affluent Hispanic Americans redefines the narrative of who shapes American affluence now, and into the future.

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