A woman with pink nail polish sitting outdoors on a stone bench, looking at her smartphone.

Survey Findings

Redefining the Metrics of Luxury

The AHA Report surveyed over 120 affluent Hispanic American consumers to uncover how identity, values, and culture influence luxury purchasing behaviors.

The results reveal a segment that blends ambition with authenticity — redefining what success, aspiration, and brand loyalty look like in modern America.

From spending motivations to cultural attachment and brand perception, the data paints a portrait of a consumer whose decisions are as emotionally driven as they are economically powerful.

Key Findings Include:

  • AHA consumers rank “self-expression” and “cultural pride” among their top drivers for luxury purchases.

  • 68% said they prefer brands that reflect their cultural values —
    even over legacy prestige.

  • Younger affluent cohorts (25–44) are leading the shift toward “inclusive affluence” — valuing craftsmanship and authenticity more than exclusivity.

Online Survey Parameters

  • Quantitative Study: with 129 respondents across affluent Hispanic-American consumers earning $125K+ annually.

  • Focus Areas: Purchase motivations, cultural identity, brand perception, and generational differences in luxury behavior.

  • Goal: To uncover measurable patterns behind how identity, heritage, and aspiration influence luxury purchasing decisions.

  • An image of a leather workers hands

    “Craft is the new status symbol.”

    AHA affluence aligns with modern luxury’s quiet evolution. Craft, meaning, and story now outweigh status signals.

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  • Image of an orange designer bag

    “Authenticity beats Heritage.”

    Authenticity now outweighs legacy. For AHA consumers, luxury is earned through cultural relevance, not heritage alone.

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  • An image of a young Mexican American draped in a Mexican flag..

    “Identity is a driver — not a demographic.”

    Culture isn’t a secondary consideration — it’s central to how Affluent Hispanic Americans (AHA) define taste and value. Luxury, for this audience, serves as both self-expression and cultural affirmation.

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These insights challenge outdated views of affluence — revealing not just what AHA consumers buy, but why they buy it.

Explore more in the full report to see how these findings can guide your brand’s future strategy.

Download The Report