Hispanic Consumers to Make Up 40% of Home Improvement by 2040: Home Depot’s World Cup Play

Beyond lumber and drywall, Home Depot is building a long-term growth plan on the backs of Hispanic consumers—a cohort that already powers 30% of the construction trades and will soon dominate spending in the category. The World Cup isn’t just a marketing event; it’s a strategic lever to deepen engagement with the customers who will shape retail’s next decade.

The Home Depot is staking a significant claim on the rapidly growing Hispanic consumer market through its retail media network, Orange Apron Media, by leveraging the cultural phenomenon of the World Cup to connect with its core professional customer base. The strategy reflects a deep demographic alignment: Hispanics make up roughly 30% of the U.S. construction workforce – a key constituency for the home improvement giant – and exhibit extraordinary engagement with soccer. According to a 2025 Nielsen report, U.S. Hispanic consumers are 87% more likely than the general population to have watched a World Cup qualifier in the past year and 39% more likely to be avid Major League Soccer fans. This data has driven Home Depot to architect a retail media strategy that not only targets these consumers but also deepens partnerships with supplier brands looking to reach a culturally connected and commercially vital audience.

“

Hispanic consumers are 87% more likely than the general population to have watched a World Cup qualifier in the past year and 39% more likely to be avid Major League Soccer fans.

The backdrop is the explosive growth of retail media networks as high-margin, data-rich advertising platforms. Orange Apron Media, Home Depot’s own network, is already well-positioned given the retailer’s massive first-party transaction data and its deep relationship with pro customers – remodelers, electricians, plumbers, painters – who are disproportionately multicultural. Taryn Dominie, senior director and head of industry for Orange Apron Media, told Modern Retail and Digiday that “a good majority of our pro customers are multicultural,” and that the World Cup “just gives us a way to really connect in a deeper, more meaningful way with those pro customers.” By embedding itself in soccer’s biggest moments, Home Depot can offer suppliers a unique cultural channel that goes far beyond traditional digital or linear advertising.

The implications are twofold. First, for Home Depot’s core business, deepening loyalty among Hispanic pro customers can translate directly into higher contractor spending, repeat purchases, and long-term share of wallet. Second, as a media revenue play, Orange Apron Media can attract premium ad dollars from national brands eager to associate with the authenticity of World Cup fandom and the home improvement category. Home Depot CMO Molly Battin recently told the Hispanic Marketing Council that multicultural customers – led by Latinos – are projected to make up more than 40% of the home improvement category by 2040, a figure that restructures the competitive landscape. This long-term demographic shift forces retailers to move beyond generic multicultural outreach and into immersive cultural sponsorships.