This report offers insights into Hispanic Millennials’ concerns and preferences and how to address them with data-backed analysis. How do Hispanic Millennials perceive marketing efforts? What can brands do to appeal authentically and effectively? Answer these questions and more.
Hispanic Millennials, defined as those born between 1980 and 1996, are reaching critical phases in their professional and personal lives, making them a critical demographic for targeted marketing. Characterized by particularly positive self-perspectives and feelings, strong family values, financial consciousness and a focus on health and wellness, they require marketing strategies that are both empathetic and culturally relevant.
Effective approaches such as creating bilingual content, highlighting family-oriented products, offering financial wellness tools and aligning with health initiatives will resonate with Hispanic Millennials. Brands that can address their financial concerns by offering products and services that promote financial well-being and provide educational content on managing finances, saving and investing have the most to win from this increasingly influential demographic.
This Report examines Hispanic Millennials’ attitudes and behaviors from a marketing standpoint. Millennials are defined as being born 1980-1996. In 2024, Millennials are between the ages of 28 and 43.
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.
This report was written by Stefanie Kundakjian. 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 Millennials are transitioning into middle age, balancing the demands of key lifestages. Brands can empower these consumers to meet their unique challenges.
Stefanie Kundakjian
Research Analyst
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