Are Hispanic Millennials Closer To Their Culture Than The Older Ones?

With the strength of 75 million, this number of millennials in US is eclipsing the population of baby boomers. They roughly make up a quarter of the total population with almost 40 percent of them as part of the working population.

The population of Hispanics in the current millennial generation is no longer a sub-segment. Nearly 60 percent of the total Hispanics in the US are millennials or younger. This is one reason why they stand out as a demographic segment. However, that’s not all.

There has been speculation that these millennials are closer to their Hispanic culture than their parents. This might sound like an unpopular opinion or an unwarranted claim at best. But the following statistics prove otherwise.

· Cultural Integration and Communal Sentiment at an All-time High

Cultural elements such as language, history, lineage and even music aggregate to give a millennial their ethnic identity. In other words, to be a Hispanic is to speak (or at least know) Spanish and remember your historic traditions. And millennials today don’t take this matter lightly.

Research shows that 59 percent of young Hispanic buyers factor in their cultural tastes. While making shopping decisions. In fact, the same segment also actively seeks out brands and businesses that uphold their cultural values.

Additionally, statistics have confirmed that Hispanics take great pride in speaking Spanish. According to a study called ‘The Nation’s Latino Population Is Defined by Its Youth’, 72 percent Hispanic millennials speak their native tongue at home. That’s a sizeable figure to quote and it shows how and why they relate to their language more than English. This is a major reason why advertising done in Spanish or with Hispanic elements has a greater impact on the target market.

· Hispanic Buyers Feel Brands Lack Hispanic Representation  

 As we’re setting foot in the new decade, brands are expected to be more emotionally intelligent than ever. They’re expected to be sensitive to cultural nuances and be mindful of them during marketing campaigns. This should be the rule of thumb when interacting with ethnic minorities living in a Caucasian-dominated country.

Marketers need to adopt a tone that’s localized for the audience so that they’re able to relate to it. 59% of Hispanics have reported how brands lack proper representation of their culture. 69% Latinos have also complained how they’ve felt invisible in beauty brands!

It’s important for brands to become more inclusive of cultures because more than half of their population doesn’t identify with the American culture. 

· Biculturalism Instead of Cultural Assimilation

Even though Hispanic buyers wish to feel included and equally represented as other minorities and the majority, not everyone wants to become part of the majority. In fact, some Hispanics prefer retaining their uniqueness as a distinct culture.   

The Nation’s Latino Population Is Defined by Its Youth study also revealed that 92% Hispanics think they’re still closer to their identity than the American culture.

They also expressed a desire to be seen as a separate cultural identity with their own values and traditions that don’t need to be overshadowed by a more popular language.

Despite their efforts to be taken for what they are, marketers fail to understand this. Ethnic marketing is a skill that requires years of experience to master.  

They offer their digital marketing expertise to brands and businesses that want to secure a reputation for themselves in the Hispanic markets. Contact them right here.