Hispanic Gen Z and Millennials* are an economically influential group and account for 23% of all Gen Z and Millennials in 2025. Hispanic Gen Z shows remarkable trust in information sources, well above the average Gen Z and all Hispanics, highlighting the potential for culturally aligned, authentic content.
Spending and media habits vary by generation and gender. Hispanic Gen Z gravitates toward lifestyle, empowerment and emotional wellness. Men use social media and podcasts, and women rely on friends and organic discovery. Hispanic Millennials, especially parents, focus on financial stability and family-centered decisions, responding to targeted video ads, social proof and credible community content.
Brands that combine cultural fluency with modern media strategies can win with these audiences. Influencer partnerships, bilingual content, AI-powered tools and community campaigns build trust with Hispanic Gen Z, while Hispanic Millennials engage with messaging that addresses practical pressures and life stage needs.
Misaligned messaging is a risk. Over-politicized or generic content can alienate both groups. Brands that ignore cultural context, trust and life stage priorities may miss connecting with this high-value consumer segment of Hispanic Gen Z and Millennials.
This report looks at the following areas:
- An overview of the Hispanic Gen Z and Hispanic Millennial populations in the US
- Insights into savings priorities among Hispanic Gen Zs and Millennials
- Information sources used to learn about new products/services
- Trust in information sources and how it has changed in the last year
- Examination of reasons for and against brand boycotts
- Top stressors for Hispanic Gen Z and Millennials
- Impact of the new federal administration on consumer perceptions
- Marketing strategies, tactics and brand examples for reaching Hispanic Gen Z and Millennials
Hispanic Gen Z and Millennials value authentic, relatable content. Brands that understand their culture and life stage can build trust and drive engagement.
Fiona O'Donnell, Senior Director – Lifestyles, Culture & Identity, Multicultural, Travel & Leisure
Market Definitions
This Report examines Hispanic Gen Z and Millennial attitudes and behaviors from a marketing standpoint.
- Generation Z is defined as being born 1997-2010. In 2025, members of Gen Z are between the ages of 15 and 28.
- Millennials are defined as being born 1980-1996. In 2025, Millennials are between the ages of 29 and 45.
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. “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.
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EXECUTIVE SUMMARY
- What you need to know
- What consumers want and why
- Market predictions
- Opportunities
- Leverage AI and authentic narratives
- Help Hispanic Gen Zs and Millennials achieve their life goals
- Tailor social media strategies for audience priorities
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MARKET DYNAMICS
- Hispanic Gen Zs & Millennials by the numbers
- Hispanic Americans continue to grow share of US population
- Nearly half of the US Hispanic population are Gen Zs and Millennials
- Graph 1: distribution of US generations, by Hispanic origin, 2025
- Graph 2: population share of generations, by Hispanic origin, 2025
- Generational differences in Hispanic parenthood
- Graph 3: Hispanic consumers – parental status, by Gen Z and Millennials vs all Hispanic consumers, 2025
- Graph 4: households with related children under the age of 18 living at home, by Hispanic origin, 2021
- Hispanic households lag in household income
- Graph 5: median household income, by Hispanic origin and vs all, 2023
- Graph 6: Hispanic consumers – household income, by Gen Z and Millennials vs all Hispanic consumers, 2025
- Language preferences among Hispanic Gen Zs and Millennials
- Graph 7: Hispanic consumers – preferred language, by Gen Z and Millennials vs all Hispanic consumers, 2025
- Market context
- Consumer sentiment recovered in June amid de-escalated trade tensions, though geopolitical conflict threatens to undermine these gains
- Graph 8: consumer sentiment index, by bottom 33% income group and average, 2022-25
- Market drivers
- Hispanic consumers’ buying power forecast to climb to $2.6 trillion in 2026
- Graph 9: median household income (% annual change), by Hispanic population vs all, 2012-22
- Earnings growth vs financial pressures for Hispanic Gen Zs and Millennials
- Legislative changes to student loans has the potential to be transformative for young Hispanics
- Immigration policies impact Hispanic consumers
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts, cont
- Saving priorities for purchases
- Purchase priorities shape savings goals
- Graph 10: Hispanic consumers – top purchases saving up for (select up to three), by Gen Z and Millennials vs all Hispanic consumers, 2025
- Hispanic consumers focus on essentials over extras
- Graph 11: top purchases saving up for (select up to three), by Hispanic Gen Z and Millennials vs all Gen Z and Millennials, 2025
- Targeting educational aspirations of Hispanic Gen Zs and Millennials in STEM
- Hispanic Gen Z savings priorities split: security for her, experience for him
- Graph 12: Hispanic Gen Z – top purchases saving up for (select up to three), by gender, 2025
- Millennial savings priorities: emotion drives her wallet, utility drives his
- Graph 13: Hispanic Millennials – top purchases saving up for (select up to three), by gender, 2025
- Hispanic Millennial parents save for education and household items
- Graph 14: Hispanic Millennials – top purchases saving up for (select up to three), by parental status, 2025
- Information sources for purchases
- Social media is key information source for Gen Zs and Millennials
- Social media is a key information source for Gen Z and Millennials
- Graph 15: Hispanic consumers – information sources for purchases, by Gen Z and Millennials vs all Hispanic consumers, 2025
- Family and friends play an important role informing purchase decisions
- Graph 16: information sources for purchases, by Hispanic Gen Z and Millennials vs all Gen Z and Millennials, 2025
- Latina realtor uses social media to guide audience
- Hispanic Gen Z men look for information sources that deliver content, whereas women seek connection
- Graph 17: Hispanic Gen Z – information sources for purchases, by gender, 2025
- Hispanic Millennial women obtain purchase information through browsing
- Graph 18: Hispanic Millennials – information sources for purchases, by gender, 2025
- Social media and friends drive Hispanic Millennial parents’ purchase decisions
- Graph 19: Hispanic Millennials – information sources for purchases, by parental status, 2025
- Trust in information sources
- Hispanic Gen Z consumers have become far more trusting in information sources
- Graph 20: average change in trust in information sources and NET change*, by Hispanic origin and Gen Z and Millennials, 2025
- Trust gaps exist between Gen Z and Millennials
- Trust gaps exist between Gen Zs and Millennials
- Graph 21: Hispanic consumers – trust in information sources – NET change*, by Gen Z and Millennials, 2025
- Hispanic consumers show shift in information preferences
- Graph 22: Hispanic consumers – change in trust in information sources and NET change*, 2025
- Hispanic Gen Z shows rising trust in new information channels
- Graph 23: Hispanic Gen Z – change in trust in information sources and NET change*, 2025
- Opportunity to increase trust among Hispanic Gen Z women
- Graph 24: Hispanic Gen Z – trust in information sources more, by gender, 2025
- Skepticism shapes Gen Z’s information sources
- Graph 25: Gen Z – change in trust in information sources and NET change*, 2025
- Hispanic Millennials show healthy distrust of social feeds and non-news content
- Graph 26: Hispanic Millennials – change in trust in information sources and NET change, 2025
- Reaching Hispanic Millennial men through familiar formats
- Graph 27: Hispanic Millennials – trust in information sources more, by gender, 2025
- Millennials show broad distrust across information sources
- Graph 28: Millennials – change in trust in information sources and NET change*, 2025
- Hispanic youth highly receptive to generative AI
- Graph 29: trust in “information from generative AI” – more/less and NET change*, by Hispanic origin and Gen Z and Millennials, 2025
- Educational attainment influences openness to emerging technologies
- Graph 30: Hispanic Millennials – trust information from generative AI more, by location and education, 2025
- Alternate news sources accepted as an authentic perspective
- Graph 31: trust in “alternative news sources” – more/less and NET change*, by Hispanic origin and Gen Z and Millennials, 2025
- Boycotting and reasons
- Hispanic Gen Z and Millennials less likely to boycott than peers
- Graph 32: participated in a boycott in the past six months, by Hispanic origin and Gen Z and Millennials, 2025
- Parenthood drives activism among Hispanic consumers
- Graph 33: Hispanic consumers – participated in a boycott in the last six months, by generation and parental status, 2025
- Latino Freeze and the impact of young Hispanic consumer power
- Generational differences drive boycott rationales
- Graph 34: Hispanic consumers – reasons for boycotting, by Gen Z and Millennials vs all Hispanic consumers, 2025
- Hispanic women pay attention to DE&I in the workforce or marketing
- Graph 35: Hispanic consumers – boycott due to lack of diversity and inclusion, by gender, 2025
- Hispanic parents prioritize fair labor and ethical practices
- Graph 36: Hispanic consumers – boycott due to exploitative labor conditions, by parental status, 2025
- Hispanic Gen Z focuses on economic impact over corporate ideals
- Graph 37: reasons for boycotting, by Hispanic Gen Z and Millennials vs all Gen Z and Millennials, 2025
- Hispanic Gen Z more pragmatic, while Millennials are more tolerant
- Graph 38: Hispanic consumers – reasons for NOT boycotting, by Gen Z and Millennials vs all Hispanic consumers, 2025
- Hispanic Gen Z and Millennials are less reactive than peers
- Graph 39: reasons for not boycotting, by Hispanic Gen Z and Millennials vs all Gen Z and Millennials, 2025
- Top stressors
- Personal pressures outweigh politics for Hispanic Gen Z and Millennials
- Top stressors at a glance
- Graph 40: Hispanic consumers – top stressors (select up to three), by Gen Z and Millennials vs all Hispanic consumers, 2025
- Affordable self-care for stressed Hispanic Gen Zs and Millennials
- Hispanic Millennials feel the pressure, while Gen Z stays chill
- Graph 41: top stressors (select up to three), by Hispanic Gen Z and Millennials vs all Gen Z and Millennials, 2025
- Hispanic Gen Z stress reflects gendered expectations
- Graph 42: Hispanic Gen Z – top stressors, by gender, 2025
- Hispanic Gen Z parents stressed about planet
- Graph 43: Hispanic Gen Z – top stressors, by parental status 2025
- Hispanic Millennial women focus on maintaining control over the present, while men have more anxiety about navigating future
- Graph 44: Hispanic Millennials – top stressors, by gender, 2025
- Parenthood shapes priorities and related stress for Hispanic Millennials
- Graph 45: Hispanic Millennials – top stressors, by parental status, 2025
- Impact of new administration
- Hispanic Gen Z optimistic in planning for the future, whereas Millennials are more cautious
- Graph 46: confidence in planning for the future, by Hispanic origin and Gen Z and Millennials, 2025
- Hispanic Gen Z and Millennial men are more optimistic than women in planning for the future
- Graph 47: Hispanic Gen Z and Hispanic Millennials’ confidence in planning for the future, by gender, 2025
- Hispanic Gen Z more optimistic about career prospectsthan Millennials
- Graph 48: career/employment prospects, by Hispanic origin and Gen Z and Millennials, 2025
- Gender gap is visible in career outlook
- Graph 49: Hispanic Gen Z and Millennials’ career/employment prospects, by gender, 2025
- Spending behavior aligns with confidence in future
- Graph 50: impact on non-essential purchases, by Hispanic origin and Gen Z and Millennials, 2025
- Hispanic Gen Z and Millennial men are spending more than women
- Graph 51: Hispanic Gen Z and Millennials impact on non-essential purchases, by gender, 2025
- Mental wellness reflects confidence gap between Hispanic Gen Z and Millennials
- Graph 52: impact on mental health, by Hispanic origin and Gen Z and Millennials, 2025
- Hispanic Gen Z men express favorable impact on mental health, whereas Millennial women feel negative impact
- Graph 53: Hispanic Gen Z and Millennials impact on mental health, by gender, 2025
- Marketing to Gen Z teens
- Watching full-length shows and social media are common Gen Z teen activities
- Graph 54: Gen Z teens – weekly activities, by Hispanic origin vs all Gen Z teens, 2025
- Dining out, clothes and gaming are high-value spending priorities for Hispanic Gen Z teens
- Graph 55: Gen Z teens – spending priorities, by Hispanic origin vs all Gen Z teens, 2025
- Gen Z values self-expression in purchases
- Graph 56: Gen Z teens – appearance priorities, by Hispanic origin and gender vs all Gen Z teens, 2025
- Social media and friends are primary sources of information for Gen Z teens
- Graph 57: Gen Z teens – information sources, by Hispanic origin and gender vs all Gen Z teens, 2025
- Hispanic Gen Z teens are more apt to stress over good grades than their peers
- Graph 58: Gen Z teens – top stressors, by Hispanic origin and gender vs all Gen Z teens, 2025
- Hispanic male teens are much more trusting of social media posts
- Graph 59: Gen Z teens – current mindset, by Hispanic origin and gender vs all Gen Z teens, 2025
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MARKETING STRATEGIES
- Marketing and advertising
- Walmart turns TikTok trends into IRL experiences
- Fabletics x Becky G: Celebrating heritage through fashion
- Nike’s local focus builds trust
- Cheetos’ Deja Tu Huella campaign empowers Gen Z
- Spotlighting bicultural changemakers
- Mobilizing Hispanic Gen Z and Millennials to vote
- Bank of America supporting Hispanic Millennials with financial education
- Financial fintech company Affirm partners with brands to offer BNPL
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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