Together, 1st and 2nd gen Americans make up an estimated 25% of the US population. While diverse in culture, language and intent in the US, they share characteristics that can serve as guideposts for marketers.
1st gen immigrants emphasize family, hard work and preserving their cultural heritage. Many rely on established community networks, as well as both traditional and social media, to acclimate to US culture and build a life in the US. Their consumer behavior reflects a need for trust, cultural continuity and practical support – favoring products like remittance services, bilingual apps, and community-based promotions.
In contrast, 2nd gen Americans balance inherited traditions with a more individualistic, modern outlook. They are digitally savvy and lean toward self-driven discovery through online search and social media. Their attitudes prioritize career, self-expression and social justice, making them more receptive to brands that champion inclusivity and advocate for fair treatment.
For marketers, this means tailoring strategies to each group. Understanding attitudinal and behavioral differences is key to effective targeting, engagement and building loyalty in the diverse immigrant market.
1st and 2nd generation Americans make up an estimated 25% of the US population and have significant economic and cultural influence.
Hiro Takemasa, Senior Consumer Lifestyles Analyst
For the purposes of this Report, Mintel uses the following definitions:
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