Page 28 - Synchrony US Hispanic Market Playbook

FAMILY

The pillar of Hispanic culture is the family, which includes extended family of
grandparents, uncles, aunts and cousins. This emphasis Hispanics place on family
relations has been called familismo.

 Familismo is the value of family over individual or community needs and the
expression of strong loyalty, reciprocity, and solidarity among family members.
The family’s needs and welfare take precedence over the individual members’
needs. The family, as a group, is usually the first and only priority.

The bond is so strong that multi-generational homes are common among the Hispanic
population. According to The Center for Public Integrity, as of March 2021

approximately 30% of the US’s multigenerational households are Hispanic*.

*https://publicintegrity.org/health/coronavirus-and-inequality/map-covid-multigenerational-homes-higher-risk/

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