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Marketing to Hispanic Millennials - US - June 2019

Covered in this report

For the purposes of this report, Mintel defines Hispanic Millennials as the generation born between 1977 and 1994 who self-identify as Hispanic. In 2019, Millennials are between the ages of 25 and 42. Where applicable, data in this Report is compared to all US Millennials as well as to other generations within the Hispanic population.

In reference to US Census and Simmons data, Mintel has used the available age groups that best reflect the Millennial generation for the years of data collection. Age breaks from the NHCS Study include the ages of 25-39.

"Brands need to harness Hispanic Millennials’ influence because they represent one in four US Hispanics and one in five US Millennials. Considering these numbers, they are likely part of most brands’ target market. Hispanic Millennials believe in hard work and feel that their efforts will eventually pay off. Brands that understand the motivations that keep them going and the regrets they have so far may be in a better position to reach them with messages that won’t be ignored."
- Juan Ruiz, Director of Hispanic Insights

This Report looks at the following areas:

  • Use traditional gender roles to contextualize success
  • Make improvements known
  • Embrace what Hispanics value: relationships

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Hispanic Millennials – Key statistics, 2018
        • Top takeaways
          • The opportunities
            • Use traditional gender roles to contextualize success
              • Figure 2: Hispanic Millennials’ attitudes toward success in life, by gender and age, February 2019
            • Make improvements known
              • Figure 3: Hispanic Millennials’ perceptions of quality of small vs mass brands, by household income, February 2019
            • Embrace what Hispanics value: relationships
              • Figure 4: Share of Hispanic Millennials wishing they had spent more time with friends/community, by household income, employment status and level of education, February 2019
            • What it means
            • The Market – What You Need to Know

              • Hispanic Millennials are likely present in most brands’ core target market
                • Hispanic Millennials have children
                  • Hispanic Millennials are bilingual, see the benefits of being fluent in English
                    • The individuals behind the numbers
                    • Who Are Hispanic Millennials?

                        • Figure 5: Hispanic Millennials – Key statistics, 2018
                        • Figure 6: Population share, by Hispanic origin, by generation, 2018
                        • Figure 7: Distribution of generations, by race and Hispanic origin, 2018
                      • Hispanic Millennials are parents
                        • Figure 8: Households with related children, by race and Hispanic origin of householder, 2018
                      • Hispanic Millennials are bilingual (with a caveat)
                        • Figure 9: Language Hispanic Millennials speak at home, October 2017-November 2018
                        • Figure 10: Millennials’ household income, by Hispanic origin and language spoken at home, October 2017-November 2018
                    • Market Perspective

                      • Hispanic Millennials want to make their families proud
                        • Figure 11: Hispanic Millennials’ attitudes toward family and self-motivation, February 2019
                      • Hispanic Millennials want to stand out, but not be singled out
                        • Figure 12: Hispanic Millennials’ attitudes toward social interaction, indexed to all, October 2017-November 2018
                      • Hispanic Millennials feel judged
                        • Figure 13: Hispanic Millennials’ attitudes toward appearances, by generation, February 2019
                        • Figure 14: Hispanic Millennials’ attitudes toward appearances, by household income, employment status and level of education, February 2019
                      • Hispanic Millennials have an increasingly diverse group of friends
                        • Figure 15: Hispanic Millennials’ friends diversity, by language spoken at home, October 2017-November 2018
                        • Figure 16: Hispanic Millennials’ attitudes toward Hispanic heritage at home, by language spoken at home, October 2017-November 2018
                      • Hispanic Millennials have a confidence that should be nurtured
                        • Figure 17: Hispanic Millennials’ perception of own enthusiasm, indexed to all, October 2017-November 2018
                    • Market Factors

                      • Low unemployment can give Hispanics confidence to spend
                        • Figure 18: Hispanic unemployment (seasonally adjusted), January 2007-April 2019
                      • Hispanic Millennials’ employment categories denote some risks
                        • Figure 19: Hispanic Millennials’ occupation, indexed to all, October 2017-November 2018
                      • Can occupation be used in marketing initiatives?
                        • Figure 20: Hispanics’ perception of whether what they do for a living defines them, by generation, February 2019
                        • Figure 21: Hispanic Millennials’ perception of whether what they do for a living defines them, by language spoken at home, February 2019
                    • Key Players – What You Need to Know

                      • Hispanics can relate to brands that communicate hope
                        • Shopping apps may open the door to Hispanic Millennials’ households
                          • Hispanic Millennials’ brand loyalty can be shaky
                            • Stay tuned for more music and creative ideas with diverse origins
                            • What’s Happening?

                              • There are opportunities to appeal to Hispanic Millennials’ hopes
                                • Figure 22: American Express TV ad with Lin-Manuel Miranda, August 2018
                                • Figure 23: McDonald’s and Viacom – More in Common: Moving Others video, November 2018
                                • Figure 24: Hispanics’ perceptions of the American Dream, by generation, February 2019
                              • Children boost Hispanic Millennials’ hopes
                                • Figure 25: H-E-B’s “No pasa nada” (it’s no big deal) TV commercial, May 2019
                                • Figure 26: Hispanic Millennials’ perceptions of the American Dream, by age of children in the household, February 2019
                              • Shopping apps help to increase brand presence
                                • Figure 27: Hispanic Millennials’ top smartphone app activities – Past seven days, indexed to all, October 2017-November 2018
                              • Which shopping apps resonate the most?
                                  • Figure 28: Safiya Nygaard review of five knockoff tech products from Wish, January 2019
                                  • Figure 29: Top shopping apps Hispanic Millennials use – Past seven days, indexed to all, October 2017-November 2018
                              • What Needs to be Handled with Care?

                                • Don’t take Hispanic Millennials’ brand loyalty for granted
                                    • Figure 30: Hispanic Millennials’ attitudes toward brands, February 2019
                                    • Figure 31: Hispanic Millennials’ attitudes toward brands, by gender and age, February 2019
                                • What’s Next?

                                  • More storytelling through music
                                    • Figure 32: Hispanic Millennials’ attitudes toward music, indexed to all Millennials and all Hispanics, October 2017-November 2018
                                  • More global collaboration mixed with local knowledge
                                  • The Consumer – What You Need to Know

                                    • Hispanic Millennials have few complaints about their financial situation
                                      • Traditional gender roles put pressure on Hispanic Millennials’ search for success
                                        • Older Hispanic Millennials’ attitudes are shifting
                                          • Hispanics divided in perceptions of small vs mass brands
                                            • Hispanics’ regrets tend to be related to “salud, dinero y amor” (health, money and love)
                                            • Current Financial Situation

                                              • Hispanic Millennials believe their efforts will eventually pay off
                                                • Hispanic Millennials feel okay about their finances
                                                  • Figure 33: Hispanic Millennials’ self-reported current financial situation, indexed to all, February 2019
                                                • Younger Hispanic Millennials have to learn to fly solo
                                                  • Figure 34: Hispanics’ self-reported current financial situation, by generation, February 2019
                                                  • Figure 35: Hispanic Millennials’ self-reported current financial situation, by household income, employment status and level of education, February 2019
                                              • Success in Life

                                                • Framing success
                                                  • It is about getting ahead, fairness and financial recognition
                                                    • Figure 36: Hispanic Millennials’ attitudes toward success and merit, indexed to all, October 2017-November 2018
                                                  • Traditional gender roles influence how Hispanic Millennials define success
                                                    • Figure 37: Honda Argentina commercial – Escape the stereotypes, December 2018
                                                    • Figure 38: Hispanic Millennials’ attitudes toward success in life, by gender and age, February 2019
                                                  • Higher levels of achievement increase likelihood of dissatisfaction
                                                    • The grass looks greener on the other side
                                                      • Figure 39: Hispanic Millennials’ attitudes toward success in life, by level of education, February 2019
                                                      • Figure 40: Hispanic Millennials’ attitudes toward success in life, by employment status, February 2019
                                                  • Down-to-Earth Aspirations

                                                    • Older Millennials are the bridge between younger and older Hispanics
                                                      • Figure 41: Hispanics’ down-to-earth aspirations, by generation, February 2019
                                                    • Hispanic Millennial men would drive engagement if they could
                                                      • Figure 42: T-Mobile Unlimited Plan – Direct mail, September 2018
                                                      • Figure 43: Hispanic Millennials’ down-to-earth aspirations, by gender and age, February 2019
                                                    • Less-affluent Hispanic Millennials hesitant to dream
                                                      • Figure 44: Hispanic Millennials’ down-to-earth aspirations, by household income, February 2019
                                                  • Perceptions of Small vs Mass Brands

                                                    • Hispanics’ preference toward small brands comes with age
                                                      • Figure 45: Hispanics’ perceptions of small vs mass brands, by generation, February 2019
                                                    • Small brands need to go the extra mile to prove their value
                                                      • Figure 46: Hispanic Millennials’ perceptions of quality of small vs mass brands, by household income, February 2019
                                                  • Life Reflections

                                                    • Hispanics’ desire for do-overs reflects different lifestages
                                                        • Figure 47: Hispanics’ life reflections, by generation, February 2019
                                                      • Time away from family hurts
                                                        • Figure 48: Share of Hispanic Millennials wishing they had spent more time with family, by place of birth, February 2019
                                                      • As Hispanic Millennials do better, they put things in context
                                                        • Figure 49: Share of Hispanic Millennials wishing they had spent more time with friends/community, by household income, employment status and level of education, February 2019
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Consumer survey data
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                            • Appendix – The Consumer

                                                                • Figure 50: Hispanic Millennials’ occupation, by gender, October 2017-November 2018
                                                                • Figure 51: Hispanic Millennials’ occupation, by household income, October 2017-November 2018
                                                                • Figure 52: Hispanic Millennials’ occupation, by language spoken at home, October 2017-November 2018

                                                            Marketing to Hispanic Millennials - US - June 2019

                                                            US $4,395.00 (Excl.Tax)