What you need to know

Brands need to harness Hispanic Millennials’ influence because they represent one in four US Hispanics and one in five US Millennials. Considering these numbers, they are likely part of most brands’ target market. Hispanic Millennials believe in hard work and feel that their efforts will eventually pay off. Brands that understand the motivations that keep them going and the regrets they have so far may be in a better position to reach them with messages that won’t be ignored.


For the purposes of this Report, Mintel defines Hispanic Millennials as the generation born between 1977 and 1994 who self-identify as Hispanic. In 2019, Millennials are between the ages of 25 and 42. Where applicable, data in this Report is compared to all US Millennials as well as to other generations within the Hispanic population.

In reference to US Census and Simmons data, Mintel has used the available age groups that best reflect the Millennial generation for the years of data collection. Age breaks from the NHCS Study include the ages of 25-39.

This Report builds on analysis presented in Mintel’s Marketing to Hispanic Millennials – US, June 2018 and Marketing to Hispanic Millennials – US, June 2017. Readers of this Report may also be interested in Marketing to Millennials – US, June 2019 and Marketing to Black Millennials – US, June 2019 as well as other titles from the US Multicultural library.

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