Stay ahead of the curve and future-proof your business with Mintel’s US Marketing to Hispanic Gen Zs Market Report 2024. Our full report is packed with consumer-led market intelligence, the latest Gen Z market research, trends, and consumer behaviors affecting your business.
Below, we’ve handpicked the key insights analyzed in the full report and summarized the core topics.
While their discretionary spending is more focused on appearances and experiences, there is a clear opportunity to support them in managing budgets to achieve long-term goals like starting a family and homeownership, particularly as their financial situation and thinking about their future are the top sources of stress. While they are anxious about what lies ahead, there remains a strong sense of optimism, illustrating the nuanced nature of this generation.
Hispanic Gen Zs’ influence will continue to grow as the full generation enters adulthood and their spending power increases. It is crucial for companies to adapt their marketing strategies and products to meet their needs. This generation values authenticity, diversity, inclusivity and fun. Companies that align with these values will be more likely to earn Gen Zs loyalty.
Readers of this report may also be interested in our US Marketing to Gen Z Market Report 2024, or our range of Gen Z Market Research.
This Report examines Gen Z attitudes and behaviors from a marketing standpoint. Gen Z consumers are defined as being born 1997-2010. In 2024, members of Gen Z are between the ages of 14 and 27. For the purposes of this Report, Mintel has further defined Gen Z consumer segments as the following:
Similar to the US Census, Mintel defines Hispanics as those who report being of Hispanic or Latino origin or descent, such as Latin American, Mexican, Puerto Rican or Cuban. There are over 63.5 million Hispanics in the US in 2023, representing 18% of the total US population.
“Hispanic” entails anyone who has origins from a Spanish-speaking country, and “Latino/Latina” denotes individuals who have origins in a Latin American country, regardless of whether it is a Spanish-speaking country. Latinx and Latine are gender-neutral terms, while the former is mostly used by English speakers, the latter is the Spanish equivalent. This Report covers all consumers, and terms are used interchangeably throughout to reflect the diversity of this demographic.
Stefanie Kundakjian develops multicultural insights focused on Hispanic consumers. She has over five years of experience carrying out custom research on diverse demographics in the Americas, Europe, and Eurasia. She holds an MA in International Affairs from the American University of Paris and a BA in Spanish and History from Grinnell College.
Hispanic Gen Zs are in a transitory period. Their dynamism points to the importance of understanding diverse segments and speaking to what they value.
Stefanie Kundakjian
Research Analyst
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