Latino millennials account for roughly 24 percent of the millennial population, which makes them a significant segment of what is quickly becoming the largest generation in the United States today. This group of individuals walks a thin line that borders two very distinctive cultures. With one foot deeply planted in their ancestral heritage, and the other in ‘new-school’ American values, this cohort represents one of the most culturally unique consumers in the United States.
Much of this uniqueness stems from the fact that Latino millennials are extremely family oriented. In many Latino families, millennials are first-generation U.S. citizens and as a result act as the translator for their families. While translation requirements include language barriers, they extend to many other aspects of every day life. More often than not, these young adults serve as a cultural bridge for many of their family members who immigrated to the United States. These individuals take on the role of helping their older relatives assimilate to American culture while still maintaining their own appreciation for familial heritage that is often pushed to the back burner by non-Latino millennials.
According to a study conducted by Iconoculture, 45 percent of Latino millennials live in a household with family members from multiple generations compared to just 39 percent of their non-Latino millennial counterparts. The close proximity Latino millennials have with family members of all generations makes their bicultural influence extremely impactful in their households.
Like all other millennials, these young adults are particularly digitally driven and have a firm understanding of modern technology. To this point, Latino millennials are 66 percent more likely to connect with brands via mobile than non-Latino millennials. This interaction with brands on mobile and digital networks is quickly rubbing off on their family members from the boomer generation, influencing them to think more like millennials. While some of the insights that Latino families gain from their millennial family members come indirectly by observing how these individuals navigate the world today, others come directly.
For instance, Latino millennials are proactive with their money and are savvy enough to directly teach their parents how to plan for retirement or help their little siblings understand how to apply for college financial aid – opportunities that may not have been available for their parents outside of the United States.
Whether they are indirectly influencing their family members by way of their own actions or proactively leading them, Latino millennials are guides whom all members of the family turn to for advice. They are role models to younger generations as they have developed an understanding of how to correctly balance their biculturalism, and they are trusted advisors to older generations whom haven’t fully embraced American culture. The deep connection that Latino millennials have with their family promotes an adoption of millennial consumer values.
Brands aiming to tap into the Latino millennial population must gain a deep understanding of the importance of familial connections and biculturalism and how that plays a role in their digital, mobile and social interactions with a brand.