Table of Contents
Executive Summary
-
- Overview
-
- Figure 1: Hispanic Millennials – Key statistics, 2018
- Top takeaways
- The opportunities
- Use traditional gender roles to contextualize success
-
- Figure 2: Hispanic Millennials’ attitudes toward success in life, by gender and age, February 2019
- Make improvements known
-
- Figure 3: Hispanic Millennials’ perceptions of quality of small vs mass brands, by household income, February 2019
- Embrace what Hispanics value: relationships
-
- Figure 4: Share of Hispanic Millennials wishing they had spent more time with friends/community, by household income, employment status and level of education, February 2019
- What it means
The Market – What You Need to Know
-
- Hispanic Millennials are likely present in most brands’ core target market
- Hispanic Millennials have children
- Hispanic Millennials are bilingual, see the benefits of being fluent in English
- The individuals behind the numbers
Who Are Hispanic Millennials?
-
-
- Figure 5: Hispanic Millennials – Key statistics, 2018
-
- Figure 6: Population share, by Hispanic origin, by generation, 2018
- Figure 7: Distribution of generations, by race and Hispanic origin, 2018
- Hispanic Millennials are parents
-
- Figure 8: Households with related children, by race and Hispanic origin of householder, 2018
- Hispanic Millennials are bilingual (with a caveat)
-
- Figure 9: Language Hispanic Millennials speak at home, October 2017-November 2018
-
- Figure 10: Millennials’ household income, by Hispanic origin and language spoken at home, October 2017-November 2018
-
Market Perspective
-
- Hispanic Millennials want to make their families proud
-
- Figure 11: Hispanic Millennials’ attitudes toward family and self-motivation, February 2019
- Hispanic Millennials want to stand out, but not be singled out
-
- Figure 12: Hispanic Millennials’ attitudes toward social interaction, indexed to all, October 2017-November 2018
- Hispanic Millennials feel judged
-
- Figure 13: Hispanic Millennials’ attitudes toward appearances, by generation, February 2019
-
- Figure 14: Hispanic Millennials’ attitudes toward appearances, by household income, employment status and level of education, February 2019
- Hispanic Millennials have an increasingly diverse group of friends
-
- Figure 15: Hispanic Millennials’ friends diversity, by language spoken at home, October 2017-November 2018
-
- Figure 16: Hispanic Millennials’ attitudes toward Hispanic heritage at home, by language spoken at home, October 2017-November 2018
- Hispanic Millennials have a confidence that should be nurtured
-
- Figure 17: Hispanic Millennials’ perception of own enthusiasm, indexed to all, October 2017-November 2018
Market Factors
-
- Low unemployment can give Hispanics confidence to spend
-
- Figure 18: Hispanic unemployment (seasonally adjusted), January 2007-April 2019
- Hispanic Millennials’ employment categories denote some risks
-
- Figure 19: Hispanic Millennials’ occupation, indexed to all, October 2017-November 2018
- Can occupation be used in marketing initiatives?
-
- Figure 20: Hispanics’ perception of whether what they do for a living defines them, by generation, February 2019
-
- Figure 21: Hispanic Millennials’ perception of whether what they do for a living defines them, by language spoken at home, February 2019
Key Players – What You Need to Know
-
- Hispanics can relate to brands that communicate hope
- Shopping apps may open the door to Hispanic Millennials’ households
- Hispanic Millennials’ brand loyalty can be shaky
- Stay tuned for more music and creative ideas with diverse origins
What’s Happening?
-
- There are opportunities to appeal to Hispanic Millennials’ hopes
-
- Figure 22: American Express TV ad with Lin-Manuel Miranda, August 2018
-
- Figure 23: McDonald’s and Viacom – More in Common: Moving Others video, November 2018
- Figure 24: Hispanics’ perceptions of the American Dream, by generation, February 2019
- Children boost Hispanic Millennials’ hopes
-
- Figure 25: H-E-B’s “No pasa nada” (it’s no big deal) TV commercial, May 2019
- Figure 26: Hispanic Millennials’ perceptions of the American Dream, by age of children in the household, February 2019
- Shopping apps help to increase brand presence
-
- Figure 27: Hispanic Millennials’ top smartphone app activities – Past seven days, indexed to all, October 2017-November 2018
- Which shopping apps resonate the most?
-
- Figure 28: Safiya Nygaard review of five knockoff tech products from Wish, January 2019
- Figure 29: Top shopping apps Hispanic Millennials use – Past seven days, indexed to all, October 2017-November 2018
What Needs to be Handled with Care?
-
- Don’t take Hispanic Millennials’ brand loyalty for granted
-
- Figure 30: Hispanic Millennials’ attitudes toward brands, February 2019
- Figure 31: Hispanic Millennials’ attitudes toward brands, by gender and age, February 2019
What’s Next?
-
- More storytelling through music
-
- Figure 32: Hispanic Millennials’ attitudes toward music, indexed to all Millennials and all Hispanics, October 2017-November 2018
- More global collaboration mixed with local knowledge
The Consumer – What You Need to Know
-
- Hispanic Millennials have few complaints about their financial situation
- Traditional gender roles put pressure on Hispanic Millennials’ search for success
- Older Hispanic Millennials’ attitudes are shifting
- Hispanics divided in perceptions of small vs mass brands
- Hispanics’ regrets tend to be related to “salud, dinero y amor” (health, money and love)
Current Financial Situation
-
- Hispanic Millennials believe their efforts will eventually pay off
- Hispanic Millennials feel okay about their finances
-
- Figure 33: Hispanic Millennials’ self-reported current financial situation, indexed to all, February 2019
- Younger Hispanic Millennials have to learn to fly solo
-
- Figure 34: Hispanics’ self-reported current financial situation, by generation, February 2019
-
- Figure 35: Hispanic Millennials’ self-reported current financial situation, by household income, employment status and level of education, February 2019
Success in Life
-
- Framing success
- It is about getting ahead, fairness and financial recognition
-
- Figure 36: Hispanic Millennials’ attitudes toward success and merit, indexed to all, October 2017-November 2018
- Traditional gender roles influence how Hispanic Millennials define success
-
- Figure 37: Honda Argentina commercial – Escape the stereotypes, December 2018
-
- Figure 38: Hispanic Millennials’ attitudes toward success in life, by gender and age, February 2019
- Higher levels of achievement increase likelihood of dissatisfaction
- The grass looks greener on the other side
-
- Figure 39: Hispanic Millennials’ attitudes toward success in life, by level of education, February 2019
-
- Figure 40: Hispanic Millennials’ attitudes toward success in life, by employment status, February 2019
Down-to-Earth Aspirations
-
- Older Millennials are the bridge between younger and older Hispanics
-
- Figure 41: Hispanics’ down-to-earth aspirations, by generation, February 2019
- Hispanic Millennial men would drive engagement if they could
-
- Figure 42: T-Mobile Unlimited Plan – Direct mail, September 2018
- Figure 43: Hispanic Millennials’ down-to-earth aspirations, by gender and age, February 2019
- Less-affluent Hispanic Millennials hesitant to dream
-
- Figure 44: Hispanic Millennials’ down-to-earth aspirations, by household income, February 2019
Perceptions of Small vs Mass Brands
-
- Hispanics’ preference toward small brands comes with age
-
- Figure 45: Hispanics’ perceptions of small vs mass brands, by generation, February 2019
- Small brands need to go the extra mile to prove their value
-
- Figure 46: Hispanic Millennials’ perceptions of quality of small vs mass brands, by household income, February 2019
Life Reflections
-
- Hispanics’ desire for do-overs reflects different lifestages
-
- Figure 47: Hispanics’ life reflections, by generation, February 2019
- Time away from family hurts
-
- Figure 48: Share of Hispanic Millennials wishing they had spent more time with family, by place of birth, February 2019
- As Hispanic Millennials do better, they put things in context
-
- Figure 49: Share of Hispanic Millennials wishing they had spent more time with friends/community, by household income, employment status and level of education, February 2019
Appendix – Data Sources and Abbreviations
-
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
-
-
- Figure 50: Hispanic Millennials’ occupation, by gender, October 2017-November 2018
-
- Figure 51: Hispanic Millennials’ occupation, by household income, October 2017-November 2018
-
- Figure 52: Hispanic Millennials’ occupation, by language spoken at home, October 2017-November 2018
-
Back to top