Page 39 - SYF Hispanic Playbook_WorkingDraft (1)

This generational group has a very strong cultural connection to their ethnicity.
According to a 2018 Kantar Consulting study*:

 62% have a higher interest in the Spanish language

 87% believe “cultural diversity is one of America’s major sources of strength”

Hard work and family unity are strong Hispanic values that are still very much present
in today’s younger Hispanics. Twenty percent of Hispanic Millennials are more likely to
feel providing financial support to their family is a top priority, but also prioritize
receiving some type of financial help from family members**.

*https://www.forbes.com/sites/isaacmizrahi/2019/05/20/hispanic-millennials-are-closer-to-the-hispanic-culture-than-most-
think/?sh=3cf027a96e63
**Bank of America Report: “Hispanic Millennials’ Financial Experiences, Challenges & The Path Forward”. August 2021.