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Hispanics who don’t speak Spanish are no less Hispanic than their fellow community
members who do.
https://www.pewresearch.org/fact-tank/2018/04/02/most-hispanic-parents-speak-spanish-to-their-children-but-this-is-
less-the-case-in-later-immigrant-generations/
EMBRACING CULTURAL DUALITY
Most Hispanics do not want to assimilate. This is an antiquated concept that is no
longer relevant today. However, in an effort to keep marketing budgets from
escalating, many marketers favor a “one-size-fits-all” Total Market approach that
treats all consumers alike, under the misguided impression that this is an efficient use
of their marketing dollars.
A 2018 Monitor Study conducted by Kantar Consulting examined the state of the US
consumer marketplace, including perspectives on the multicultural segment, and
found that:
