This article arms you with practical knowledge about the Hawaiian target market, thus equipping you to tailor your marketing efforts for maximum impact. Dive into this tropical guide on understanding Hawaii's prospective customers and their preferences!

  Key Takeaways
  • The target market in Hawaii consists of diverse demographics, including different age groups and ethnicities, which require tailored marketing strategies.
  • People in Hawaii have preferences for local - style products and services, with a focus on traditional food, music, and art. Younger consumers may be more open to new influences from outside the state.
  • Trends in Hawaii include a preference for green products and digital banking, as well as a growing high-end market for luxury goods and services.
  • To effectively market in Hawaii, businesses need to align with local culture, consider environmental factors such as sustainability practices, and appeal to the high-end market through a mix of traditional and digital media platforms.

Understanding the Target Market in Hawaii

The target market in Hawaii consists of diverse demographics, preferences, and current trends that businesses need to understand and cater to.


Hawaii's demographic profile is unique and understanding it is key to successful marketing. Here is an in-depth look:

Age GroupPercentage
Under 18 years21.3%
18-24 years9.5%
25-44 years28.8%
45-64 years26.9%
65 years and over13.5%
Native Hawaiian and Other Pacific Islander10.0%
Two or More Races23.6%
Hispanic or Latino10.4%

Different age groups and ethnicities inherently have different preferences and consume media differently. Thus, it's important to tailor your marketing strategies accordingly. Plus, aligning with local culture and establishing a trustworthy presence in the community is also beneficial to gain trust and reputation.


People in Hawaii like things made in a local style. Many have grown up with island culture and it has shaped their likes and dislikes. You must know what they like if you want to sell your product here.

Traditional food, music, and art are loved by many people, but not everyone. Younger folk may prefer new things from outside the state more than older ones. It is good to study the market before making or selling anything.

This will let you reach more people who may buy what you are selling.


People in Hawaii like green products. Many buy things that do not hurt the earth. This is a big chance for your store to sell more. Make sure you tell them about your green items.

Digital banking is growing fast in Hawaii now too. Many people bank from phones or computers at home or work. Your store can make it easy to pay online or with phone apps.

Hawaii's high-end market also rises up these days. Luxury goods and services are in high demand here, especially on islands like Maui and Oahu.

Key Marketing Principles for Hawaii

In order to effectively market in Hawaii, it is crucial to align with the local culture, consider environmental factors, and appeal to the high-end market.

Key Marketing Principles for Hawaii
Aligning with the local culture is an important aspect of marketing principles for Hawaii. Trustworthy marketing partners are essential, and their reputation and involvement in the community can help build trust.

Aligning with Local Culture

Respecting Hawaiian culture is key in marketing. This means knowing the local customs and way of life. The people value a deep bond with their land, history, and traditions. They like it when brands show authentic love for their culture.

So, any business must weave Hawaiian values into its marketing plan. Matching your brand message with this spirit can win you many hearts here in Hawai'i.

Environmental Considerations

Hawaii is known for its beautiful natural environment, and as a business owner in the state, it's important to consider the impact your operations may have on the environment. Hawaii has a unique ecosystem that should be protected and preserved for future generations.

By incorporating environmentally friendly practices into your business, such as reducing waste, conserving energy, and using sustainable materials, you can contribute to the overall well-being of Hawaii's environment.

Not only is being environmentally conscious beneficial for the planet but it can also attract customers who prioritize sustainability. Many tourists visit Hawaii because of its natural beauty, so showcasing your commitment to protecting the environment can help build trust with potential customers.

Additionally, implementing eco-friendly practices can save you money in the long run by reducing utility costs and minimizing waste.

Remember that environmental considerations go beyond just your own operations. It's essential to work with local organizations and government agencies that are dedicated to preserving Hawaii's ecosystems.

By partnering with these groups or supporting environmental initiatives through donations or sponsorships, you demonstrate your commitment to being a responsible member of the community.

High-End Market Appeal

To appeal to the high-end market in Hawaii, it's crucial to understand their preferences and cater to their desires for luxury and exclusivity. This target audience values quality, sophistication, and unique experiences.

When planning your marketing campaigns, consider using a mix of traditional media like TV, print, and radio alongside digital platforms and social media. By combining these different channels, you can reach a broader range of consumers from various generations and segments of the community.

Remember that the reputation and reach of the media you choose should align with your brand's message to ensure maximum impact.

Consumer Behavior in Hawaii

Consumer behavior in Hawaii varies greatly depending on lifestyle preferences and psychographic segmentation. To understand the target market, it is important to delve into their attitudes, interests, and opinions.

Consumer Behavior in Hawaii
Different generations and segments of the community should be targeted using different media. The reputation and reach of the media used in marketing campaigns should align with the brand and message being conveyed.

Discover how consumer behavior in Hawaii can impact your marketing strategies by reading more.

Lifestyle Preferences

Hawaii residents have unique lifestyle preferences that should be considered when marketing to them. With its stunning natural beauty and outdoor activities, many Hawaiians prioritize an active and healthy lifestyle.

They enjoy water sports like surfing and paddleboarding, as well as hiking and exploring the island's diverse landscapes. Community involvement is also valued, with locals often participating in events and supporting local businesses.

Additionally, sustainability is an important consideration for Hawaiians, who are mindful of protecting their environment and preserving their culture for future generations.

Psychographic Segmentation

Psychographic segmentation is an indispensable tool for businesses in Hawaii seeking to understand their target market. By factoring in personality traits, lifestyle, values, and attitudes, businesses can tailor their goods or services to meet the unique preferences and needs of their clientele.

Psychographic Segmentation FactorsApplication in Hawaii Market
Personality TraitsIdentify unique traits common among Hawaiians, such as a preference for sustainability, to align with consumers' characteristics.
LifestyleUnderstand the laid-back, outdoor-oriented Hawaiian lifestyle to offer products and services that complement these habits.
ValuesRecognize the high regard for local culture and environment in Hawaii, and align your business values to match these principles.
AttitudesUnderstand attitudes towards tourism and commerce to ensure your business respects and responds to these perspectives.

This psychographic segmentation is often realized through the VALS (Values, Attitudes, and Lifestyles) framework, a widely used tool in Hawaii. By understanding the nuances of your target market's psychographic profile, you will be better positioned to hone your marketing strategies and messages to resonate with specific consumer groups effectively.

The Role of Media in Hawaii's Market

Popular online platforms, traditional media influence, and the impact of social media play a crucial role in shaping Hawaii's market. Discover how these factors contribute to successful marketing campaigns in Hawaii by reading more.

The Role of Media in Hawaii
The reputation and reach of the media used in marketing campaigns need to align with the brand and message being conveyed in Hawaii. Evaluating media based on factors such as the editorial environment, target audience, readership, viewership, and overall reach is pivotal for success.

Popular Online Platforms

In Hawaii, there are several popular online platforms that can be used to reach the target market:

  1. Social Media: Platforms like Facebook, Instagram, and Twitter have a strong presence in Hawaii. They provide businesses with opportunities to engage with the local community and showcase their products or services.
  2. Local News Websites: Online news websites such as Hawaii News Now and Honolulu Star-Advertiser offer advertising options that can help businesses reach a wide audience across the islands.
  3. Tourism Websites: Websites like and TripAdvisor are popular among tourists planning trips to Hawaii. Advertising on these platforms can be effective in reaching potential visitors.
  4. Local Directories: Platforms like Yelp and Google My Business allow businesses to create listings that provide important information like contact details, reviews, and photos.
  5. Online Shopping Platforms: E-commerce platforms such as Amazon and eBay are widely used in Hawaii for online shopping. Businesses can leverage these platforms to sell their products to consumers across the islands.

Traditional Media Influence

Traditional media platforms such as TV, print, and radio still hold significant influence in Hawaii's market. They should be considered alongside digital and social media platforms when planning marketing campaigns.

The reputation and reach of traditional media are crucial factors to consider, ensuring they align with your brand message. It is important to work with trustworthy partners who have a strong reputation in the community, as this builds trust with the local audience.

Local media outlets in Hawaii have a deep understanding of the unique market and are trusted sources for information. However, it is essential to evaluate traditional media based on their editorial environment and target audience.

Impact of Social Media

Social media has had a significant impact on the market in Hawaii. With the widespread use of platforms like Facebook, Instagram, and Twitter, businesses have an opportunity to connect with their target audience more effectively.

Social media allows businesses to engage with customers in real-time, share updates about products or promotions, and build brand loyalty. It also provides a platform for customer feedback and reviews that can help shape marketing strategies.

Additionally, social media influencers have gained prominence in Hawaii's market, as their endorsements can greatly influence consumer behavior. Therefore, incorporating social media into marketing campaigns is essential for businesses to stay relevant and reach a larger audience in Hawaii.

Case Studies of Successful Marketing in Hawaii

Honolulu Fish Auction's 70th Anniversary, home and land ownership trends, and food delivery app usage are examples of successful marketing campaigns in Hawaii that demonstrate the effectiveness of understanding the target market and implementing strategic marketing principles.

Honolulu Fish Auction's 70th Anniversary

Honolulu Fish Auction is celebrating its 70th anniversary, making it a notable case study of successful marketing in Hawaii. As the only fresh fish auction in the state, it has played an essential role in supporting local fishermen and supplying high-quality seafood to businesses and consumers.

The auction's longevity speaks to its ability to meet the demands of Hawaii's market while adapting to changing trends. By showcasing its commitment to sustainability, quality, and community involvement, Honolulu Fish Auction has established itself as a trusted brand that aligns with Hawaiian values and preferences.

Case Studies of Successful Marketing in Hawaii
Through effective marketing strategies, the Honolulu Fish Auction has been able to engage with its target audience and maintain a strong presence in the industry for seven decades.

Home and Land Ownership Trends

Home and land ownership trends in Hawaii play a significant role in understanding the target market. According to Dennis Christianson, it is important for businesses to consider local preferences and demographics when developing marketing campaigns.

Traditional platforms such as TV, print, and radio should be combined with digital and social media to reach different types of audiences effectively. Ryan Kalei Tsuji emphasizes using different media outlets to cater to diverse generations and community segments.

Chris Dods also highlights the importance of aligning media reputation with brand messaging, ensuring that they resonate with consumers' values. By staying informed about home and land ownership trends, business owners can better tailor their marketing strategies to meet the needs of their target audience in Hawaii.

Food Delivery App Usage

Food delivery app usage in Hawaii has seen a significant increase in recent years. With the busy lifestyles of many residents and tourists, these apps provide convenience and accessibility when it comes to ordering food.

According to Dennis Christianson, it is important for business owners to consider the appropriate media channels for reaching their target audience. This includes utilizing digital platforms such as food delivery apps alongside traditional media like TV, print, and radio.

By combining these different channels, businesses can effectively reach various segments of the community in Hawaii, ensuring their message aligns with their brand and resonates with their target market.

Ryan Kalei Tsuji suggests that a successful marketing strategy involves integrating both traditional and digital media. In the case of food delivery app usage in Hawaii, this means promoting your business through online platforms where customers can easily browse menus and place orders.

The Future of Hawaii's Market

The future of Hawaii's market will be shaped by the rise of sustainable tourism and luxury real estate trends.

Sustainable Tourism

Sustainable tourism is an important consideration for businesses in Hawaii. It involves taking steps to minimize the negative impact of tourism on the environment and local communities while maximizing its benefits.

This can be achieved by implementing eco-friendly practices like reducing waste, conserving energy, and supporting local businesses. According to Dennis Christianson from Anthology Marketing Group, incorporating sustainable practices into marketing campaigns can enhance a brand's reputation and appeal to environmentally conscious travelers.

The Future of Hawaii
Dennis Christianson, president and CEO of Anthology Marketing Group, emphasizes the importance of starting marketing campaigns with a blank slate and considering the most appropriate media for the target audience. Traditional platforms like TV, print, and radio are no longer one-dimensional and should be considered alongside digital and social media platforms.

Additionally, Ryan Kalei Tsuji from RKT Media Hawaii emphasizes the need for businesses to promote responsible travel through their marketing efforts. By doing so, they can attract customers who prioritize sustainability and contribute positively to the local economy and environment.

Chris Dods from First Hawaiian Bank adds that leveraging different media channels is essential to reach various segments of the community interested in sustainable tourism. This could include partnering with reputable organizations or influencers promoting eco-friendly initiatives.

Luxury Real Estate Trends

Luxury real estate trends in Hawaii's market are constantly evolving. The target market's demographics, preferences, and overall trends greatly impact the luxury real estate sector.

For example, sustainable and eco-friendly features have become increasingly important to buyers who value environmental considerations. Additionally, high-end market appeal is crucial in attracting affluent clients who seek exclusivity and luxury amenities.

As a business owner in Hawaii's real estate industry, it is essential to stay updated on these trends and adapt your marketing strategies accordingly to meet the demands of the target audience.


In conclusion, understanding the target market in Hawaii is crucial for successful marketing campaigns. By considering demographics, preferences, and trends, businesses can align with local culture and appeal to the high-end market.

Combining traditional and digital media platforms while maintaining a trustworthy reputation will help reach the right audience in Hawaii.