For the millions of first-generation immigrants in the U.S., brand loyalty isn’t just about product quality or even price– it’s more of a mashup of identity, nostalgia, and a delicate balancing act between holding on to their cultural roots and assimilating into a new society. First-gen immigrant consumers represent a rapidly growing and influential demographic that brands cannot afford to overlook. According to KFF, as of 2021, immigrants made up 16% of the U.S adult population, with approximately 44% identifying as Hispanic and 27% as Asian.
Understanding what drives first-generation immigrant purchasing decisions requires a more creative and thoughtful marketing strategy—one that includes proficient cultural fluency, community engagement, and recognition and appreciation of the deep emotional ties that many immigrants have with brands.
For many first-gen immigrants, shopping is not just a simple errand. It can become something more emotional that evokes memories of home. A trip to a familiar ethnic grocery store or seeing a childhood snack on a supermarket shelf can trigger a rush of nostalgia. The connection can be powerful, and brands that recognize the emotional pull can cultivate lifelong loyalty.
For example, Asian immigrants in the United States have a strong affinity for supermarkets like H Mart, which offers a fun and curated selection of Korean, Chinese, and Japanese products. These stores are a familiar haven in an unfamiliar place, making them an obvious anchor for many immigrant families. Even non-Asian consumers have flocked to H Mart, thanks to viral snack and beverage brands. Similarly, Latino consumers in the U.S. often remain loyal to brands such as Goya, which has positioned itself as a household staple for decades by offering products that reliably cater to traditional Hispanic cuisines.
This sort of emotional brand loyalty extends beyond food. Fashion brands that incorporate modest fashion, like Verona Collection for Muslim consumers or Shanaya Fashion for South Asian shoppers, encourage trust in their customers by understanding cultural dress preferences. Likewise, personal care companies that formulate products for specific hair and skin needs, like Mielle Organics for Black consumers, gain a foothold in communities that value culturally plugged-in beauty solutions.
Regardless of their country of origin, every immigrant must assimilate in their new home. Acculturation—the adjustment to a new culture while maintaining ties to one’s heritage—plays a crucial role in shaping purchasing habits. First-generation immigrants navigate a complex space where their shopping behaviors evolve over time. They may start by seeking out brands that remind them of home, but as they get more comfortable in their new country, they may gradually introduce mainstream products into their routines.
A recent study on acculturation and consumer behavior found that an immigrant’s level of adaption to their new country determines their loyalty to both ethnic and mainstream brands. The immigrant consumers who maintain strong ties to their cultural identity are more likely to favor brands from their home country or products that specifically cater to their needs. Conversely, those who lean more intentionally into assimilation tend to adopt more mainstream brands, especially as their children influence household purchases.
This intergenerational dynamic is important. Children of first-generation immigrants– often bilingual and adept at navigating both cultural worlds– can play a key role in brand selection. A child who grows up eating a specific brand of yogurt or wearing a certain sneaker brand may continue that loyalty into adulthood. This opens up an opportunity for brands to appeal not just to immigrant parents but also to their children, cementing connections across generations.
Beyond being consumers, first-gen immigrants are also economic drivers. A 2012 White House report revealed that immigrants are more likely to start a business than non-immigrants and make up 18% of all U.S. small business owners. These small businesses– ranging from restaurants to retail shops– often serve as community hubs, reinforcing immigrant brand loyalty.
The economic resilience of immigrants also influences their purchasing habits. While financial limitations might push them toward cost-conscious brands like anyone else, steadily moving up tax brackets often shifts their preferences toward quality, reliability, and social responsibility. Brands that broadcast the message that they are affordable and culturally relevant can build a strong, loyal customer base that grows with immigrant communities over time.
In many immigrant communities, brand trust is built through word-of-mouth rather than traditional advertising. Recommendations from family members, friends, and local community leaders carry more weight than influencer marketing or celebrity endorsements. The reliance on community validation means that brands are better off engaging directly with immigrant community networks to gain and maintain credibility.
Grassroots marketing is one effective approach to reach immigrant consumers. Brands that sponsor cultural festivals, partner with local businesses, or engage with community organizations can build trust authentically. For example, Coca-Cola’s long-standing partnership with Hispanic Heritage Month has helped solidify its presence in Latino communities, while Samsung’s sponsorship of Diwali celebrations has made it a household name among South Asian communities.
Of course, we can’t talk messaging without exploring how the digital landscape has reshaped how first-gen immigrants interact with brands. Social media platforms like Instagram, TikTok, and WhatsApp have become major touchpoints for brand discovery and engagement. Many immigrant communities rely on WhatsApp groups to share product recommendations and reviews, while TikTok has become a destination for showcasing culturally specific brands.
Brands that tailor their digital presence to immigrant audiences can authentically capture their attention. For example, Fenty Beauty’s campaigns featuring diverse models in native languages resonated deeply with immigrant consumers who had long been overlooked by mainstream beauty brands. Similarly, grocery delivery services that offer international products—such as Weee!, which specializes in Asian and Hispanic groceries—have leveraged social media to tap into niche consumer bases.
However, despite the opportunities for brands to become more culturally fluent and engage with immigrant consumers, unique challenges can loom on the horizon. Cultural missteps, poor representation, and language barriers can alienate potential consumers. Misinterpreting cultural nuances—such as failing to recognize dietary restrictions, religious preferences, or traditional holiday customs—can lead to backlash and erode trust.
In 2019, Dolce & Gabbana’s controversial Chinese marketing campaign, which featured culturally insensitive imagery, led to a fierce consumer backlash and brand boycotts in China. The primary takeaway is that brands that attempt to capitalize on cultural moments without genuinely investing in the communities they want to reach run the risk of being seen as opportunistic rather than authentic.
Deep, data-driven insights are the key to engaging first-generation immigrant consumers. Understanding the purchasing behaviors, values, and emotional connections that immigrants have to brands can help companies create marketing strategies that resonate with consumers on a meaningful level. Investing in research allows brands to adapt to shifting demographics, tailor their messaging effectively, and avoid avoidable mistakes.
As immigrant populations continue to grow and diversify, their impact on global markets will only increase in scope and depth. Cultural fluency helps brands develop long-term relationships with this influential demographic.
