Family Dynamics of Hispanics - US - May 2015
“Family unity is important to Hispanics. Tensions caused by different levels of acculturation and levels of English proficiency under the same roof are minimized by the level of attachment that Hispanics have to their families. Even when younger Hispanics look for their own identity, they do it from home as they are not in a rush to live on their own.”
Juan Ruiz, Senior Multicultural Analyst
This report covers the following issues:
- Hispanic women maintain household wellbeing
- Hispanics make important decisions jointly
- Spanish and English language, as well as American and Hispanic culture co-exist under the same roof
This report offers an overview of the family dynamics that take place at Hispanic households. Its coverage includes an overview of the household members, the division of household chores, relationships with family members, parenting styles, how Hispanics look at their homes, and how they make decisions (individually versus joint) when they are buying products in specific categories. Where applicable, findings are analyzed by key demographics including age, gender, household income, language spoken at home, and level of acculturation.
There are almost 16 million Hispanic households in the US.Compared to the typical US household, Hispanic households are larger on average and are significantly more likely to have children. Traditional gender roles (where the female head does most of the household activities) are often observed – as well as conflicting parenting approaches, where both control and independence are desired. These are just some of the characteristics that affect the family dynamics in Hispanic households. Further, Hispanic households try to balance two cultures – the American and Hispanic – as people in different levels of acculturation live under the same roof.
Traditional gender roles are well defined in Hispanic households; Hispanic men recognize that women do most of the housework activities, while Hispanic women, on the other hand, feel called to do that as a way to show love to their families. Their willingness to put their families first is what brings stability to Hispanic households.
Hispanics are proud of their homes and want to make it a cozy place, where they can be who they are and where their families feel comfortable and friends feel welcomed. While the interaction of both the American and Hispanic cultures within the household creates some tension, Hispanics appear determined to balance both cultures. Hispanics understand that their children are growing up in an environment that in many cases is very different from the one that they grew up in. They don’t want it to become a barrier between them and their children, so they try to create an environment in which their children can feel comfortable confiding in them. Brands looking too reach this market with relevant content will benefit from learning how their products fit into this dynamic.
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