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Hispanics and American Culture and Identity - US - January 2018

"Hispanics will continue to gravitate toward biculturalism. Communications technology such as social media allows US Hispanics to stay connected with family members in other countries. Meanwhile, the sizable and relatively young market creates opportunities in the US for Hispanics to keep their culture alive through daily interactions. Hispanic moms’ will to instill Hispanic values and traditions is yet another factor driving biculturalism."
- Juan Ruiz, Director of Hispanic Insights

This Report looks at the following areas:

  • Hispanics are not a homogeneous group
  • For Hispanics, it’s all about family 
  • Spanish is not going away, but it is making things complicated

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Hispanics are not a homogeneous group
              • Figure 1: Hispanics’ cultural attitudinal segments, September 2017
            • For Hispanics, it’s all about family
              • Figure 2: What defines Hispanics – Select factors, September 2017
            • Spanish is not going away, but it is making things complicated
              • Figure 3: Importance of speaking Spanish and Spanish-language media, by level of acculturation and household income, September 2017
            • The opportunities
              • Embrace personal interests
                • Figure 4: With whom Hispanics spend time – Personal interests, by location and by level of acculturation, September 2017
              • Embrace duality
                • Figure 5: Hispanics’ cultural duality, September 2017
              • Embrace what matters
                • Figure 6: Important factors affecting culture – Select factors, September 2017
              • What it means
              • The Market – What You Need to Know

                • Hispanics are not a race
                  • Hispanics are many
                    • Hispanics are a significant share among younger generations
                      • Various levels of acculturation may be found under the same roof
                        • Hispanics are bilingual
                          • Hispanics are value-oriented consumers
                            • English is the great equalizer
                            • The Hispanic Population

                              • Who are Hispanics?
                                • Figure 7: Hispanic origin question from US Census, 2010
                                • Figure 8: Hispanic population, by country of origin/heritage, 2015
                              • Hispanics number almost 60 million
                                • Figure 9: Population by race and Hispanic origin, 2012-22
                              • Hispanics are young
                                • Figure 10: Distribution of population, by age and race/Hispanic origin, 2016
                              • Larger families hint at multiple levels of acculturation under the same roof
                                • Figure 11: Average household size, by race and Hispanic origin, 2016
                                • Figure 12: Households with related children, by race and Hispanic origin of householder, 2016
                              • Hispanics can go back and forth between English and Spanish
                                • Figure 13: Language(s) Hispanics speak at home, July 2016-August 2017
                                • Figure 14: Language(s) Hispanics speak at home, by age, July 2016-August 2017
                              • Hispanics’ median household income is lower
                                • Figure 15: Median household income, by race and Hispanic origin of householder, 2015
                                • Figure 16: Household income distribution, by race and Hispanic origin of householder, 2015
                              • Fluency in English levels the playing field for Hispanics
                                • Figure 17: Self-reported household income, by Hispanic origin and language spoken at home, July 2016-August 2017
                            • Hispanics in 2018 – What You Need to Know

                              • Hispanics superimpose cultures
                                • There are four cultural attitudinal segments for Hispanics
                                  • It’s getting (more) complicated
                                  • Acculturation: Balancing the American and Hispanic Cultures

                                    • Why is level of acculturation important? Does it work?
                                      • What is acculturation?
                                        • Hispanics are gravitating toward biculturalism
                                          • Figure 18: Hispanics’ cultural attitudinal segments, September 2017
                                      • Cultural Attitudinal Segments

                                        • Not all Hispanics are the same
                                            • Figure 19: Hispanics’ cultural attitudinal segments, September 2017
                                          • Hispanic Bridge Builders (36%)
                                            • Opportunities
                                              • Characteristics
                                                  • Figure 20: Profile of Hispanic Bridge Builders, September 2017
                                                • Hispanic Soul Finders (27%)
                                                  • Opportunities
                                                    • Characteristics
                                                      • Figure 21: Profile of Hispanic Soul Finders, September 2017
                                                    • Hispanic Soul Searchers (22%)
                                                      • Opportunities
                                                        • Characteristics
                                                          • Figure 22: Profile of Hispanic Soul Searchers, September 2017
                                                        • Culturally Detached Hispanics (15%)
                                                          • Opportunities
                                                            • Characteristics
                                                              • Figure 23: Profile of Culturally Detached Hispanics, September 2017
                                                          • What’s Next?

                                                            • A more sophisticated market
                                                              • A more fragmented market
                                                                • A more fairer sex
                                                                • The Consumer – What You Need to Know

                                                                  • Hispanics are defined by family
                                                                    • Acculturated Hispanics live in a more diverse world
                                                                      • Hispanics are optimistic, but…
                                                                        • Hispanics embrace both cultures
                                                                          • Culture is not static
                                                                            • Holidays are time for family
                                                                            • What Defines Hispanics?

                                                                                • It’s complicated
                                                                                  • Figure 24: What defines Hispanics, September 2017
                                                                                • Moms are key to maintaining cultural traditions
                                                                                  • Figure 25: What defines Hispanics – Select items, by gender and parental status, September 2017
                                                                                • The definition shifts with acculturation
                                                                                  • Figure 26: The importance of cultural traditions, by level of acculturation, September 2017
                                                                              • With Whom Hispanics Spend Time

                                                                                  • Hispanics see diversity outside the home
                                                                                    • Figure 27: With whom Hispanics spend time – Cultural background, by location and by level of acculturation, September 2017
                                                                                  • Personal interests bring people together
                                                                                    • Figure 28: With whom Hispanics spend time – Personal interests, by location and by level of acculturation, September 2017
                                                                                  • Spanish is not going away
                                                                                    • Figure 29: With whom Hispanics spend time – Language, by location and by level of acculturation, September 2017
                                                                                  • Faith is something personal
                                                                                    • Figure 30: With whom Hispanics spend time – Religious beliefs, by location and by level of acculturation, September 2017
                                                                                  • Diverse political views can create tension
                                                                                    • Figure 31: With whom Hispanics spend time – Political views, by location and by level of acculturation, September 2017
                                                                                • Hispanics’ Life Approach

                                                                                    • Hispanics want to feel in control of their lives
                                                                                      • Figure 32: Hispanics’ approach toward life, September 2017
                                                                                    • Younger Hispanic women less likely to feel in control of their lives
                                                                                      • Figure 33: Hispanics’ approach toward life, by gender and age, September 2017
                                                                                    • Higher household income can bring some peace of mind
                                                                                      • Figure 34: Hispanics’ belief they are in control of their lives, by level of acculturation and household income, September 2017
                                                                                  • Hispanic Cultural Pride

                                                                                      • This is home
                                                                                        • Figure 35: Hispanics’ cultural pride, September 2017
                                                                                      • Embracing of American culture goes hand-in-hand with household income
                                                                                        • Figure 36: Hispanics’ embracement of American culture, by level of acculturation and household income, September 2017
                                                                                      • Change affects all Hispanics
                                                                                        • Figure 37: Hispanics’ perception of change, by level of acculturation and household income, September 2017
                                                                                    • Important Factors Affecting Culture

                                                                                        • Many things go into culture
                                                                                          • Figure 38: Important factors affecting culture, September 2017
                                                                                          • Figure 39: Important factors affecting culture, by gender and age, September 2017
                                                                                        • Preparing and eating Hispanic foods
                                                                                          • Figure 40: Hispanics’ eating habits, by language spoken at home, July 2016-August 2017
                                                                                        • Maintaining a strong link with extended family
                                                                                          • Figure 41: Importance of learning about the Hispanic and American cultures, by gender and parental status, September 2017
                                                                                          • Figure 42: The importance of family reunions, by language spoken at home, July 2016-August 2017
                                                                                        • Learning about American and Hispanic cultures
                                                                                          • Figure 43: Importance of learning about the Hispanic and American cultures, by gender and age, September 2017
                                                                                          • Figure 44: Importance of learning about the Hispanic and American cultures, by level of acculturation, September 2017
                                                                                        • Speaking Spanish and Spanish-language media
                                                                                          • Figure 45: Importance of speaking Spanish and Spanish-language media, by level of acculturation and household income, September 2017
                                                                                      • Hispanics and Holidays

                                                                                          • Hispanics embrace both American and Hispanic holidays
                                                                                            • Gifts are “social currency”
                                                                                              • Search for value may lead to year-round shopping
                                                                                                • Some Hispanic holidays are faith related
                                                                                                  • Figure 46: Hispanics’ attitudes toward holidays, September 2017
                                                                                                  • Figure 47: Hispanics’ attitudes toward holidays, by gender and age, September 2017
                                                                                                  • Figure 48: Hispanics’ attitudes toward holidays, by level of acculturation, September 2017
                                                                                              • Appendix – Data Sources and Abbreviations

                                                                                                • Data sources
                                                                                                  • Consumer survey data
                                                                                                    • Terms
                                                                                                    • Appendix – The Consumer

                                                                                                        • Figure 49: Hispanics and religion, by language spoken at home, July 2016-August 2017

                                                                                                    Hispanics and American Culture and Identity - US - January 2018

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