Page 38 - SYF Hispanic Playbook_WorkingDraft (1)

According to Mintel Research, culture defines the family dynamic in the homes of
Hispanic Millennials. So much so that traditional gender roles are still the norm:
Hispanic Millennial women are in charge of most of the housework and have an
important say in the decisions that are made in the home.

Like the older generation, their lives center around their families. From participating in
family gatherings, to the way in which they decide what to buy, where to go shopping,
where to eat out, and how to spend their leisure time, Hispanic Millennials’ put family
first.

https://www.mintel.com/blog/consumer-market-news/focusing-on-the-how-when-communicating-with-us-hispanic-
millennial-consumers

With the older Millennials now in their 40s, this generation is fully immersed in their
peak earning years, and the older Gen Z’ers are entering the workforce and beginning
to have more disposable income to make purchases, so their contribution to the US
economy should not be taken for granted.

*Claritas 2020 Hispanic Market Report.

In the chart below, we see that the Hispanic generational cohorts increase steadily as
we move to the younger cohorts. This is because Hispanics are younger on average
than other races and ethnic groups. Considering this trend, for marketers to capture
the attention of the Hispanic Millennial and Gen Z consumers, one might want to note
that although younger Hispanics might speak Spanish in the home, English dominates
conversations with peers. Also, Hispanics across all generations, especially those who
are older, generally prefer marketing that reflects their culture.