Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Population share, by Hispanic origin, by generation, 2019
- Top takeaways
- Impact of COVID-19 on marketing to Hispanic Millennials
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- Figure 2: Short-, medium- and longer-term impact of COVID-19 on marketing to Hispanic Millennials, May 2020
- Opportunities
- Use parents in Spanish-language ads
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- Figure 3: Hispanic Millennials’ attitudes toward their parents, by language spoken at home, February 2020
- Highlight the things Hispanic Millennials are thankful for
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- Figure 4: TURF Analysis – My life, February 2020
- Use Spanish to cut through the noise
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- Figure 5: Hispanics’ activities at family gatherings, February 2020
- What it means
Impact of COVID-19 on Marketing to Hispanic Millennials
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- What you need to know: COVID-19 forced marketers to pivot
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- Figure 6: Short-, medium- and longer-term impact of COVID-19 on marketing to Hispanic Millennials, May 2020
- Opportunities and threats
- Hispanic Millennials are more open to listening to what marketers have to say
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- Figure 7: ALDI USA Facebook post, April 2020
- Figure 8: Hispanics’ attitudes toward advertising, by generation, February 2019
- Broad marketing messaging may lack relevance; brands need a more tailored approach
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- Figure 9: Higher priority for health-related areas due to COVID-19, Hispanic Millennials vs all US Millennials, May - June 2020
- Marketing messages need to be anchored in value
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- Figure 10: The Clorox Company Facebook video post, April - June 2020
- Keeping children entertained creates a need for ideas and guidance
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- Figure 11: PBS Kids Facebook post, May 2020
- Figure 12: Univision Facebook post, May 2020
- How Mintel’s Trend Drivers will influence Hispanic Millennials’ behavior
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- Figure 13: Mintel Trend Drivers
- Self-sufficiency will become a desired marker of success
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- Figure 14: Confidence to manage daily tasks, Hispanic Millennials vs all US Millennials, April 2017
- Experiences will go digital
- Impact of COVID-19 on marketing to Hispanic Millennials
- Hispanic Millennials are key to driving future growth
- Leverage partnerships to produce valuable insights
- How the COVID-19 crisis will affect Hispanic Millennials
- Hispanics experience a higher rate of unemployment
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- Figure 15: Experienced loss of employment income – Hispanic households vs White, non-Hispanic households, June 25 - 30, 2020
- Figure 16: Monthly unemployment rate, by race and Hispanic origin, January 2007-May 2020
- Hispanic Millennials will remain pragmatic throughout the medium term
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- Figure 17: Expected loss of employment income in next 4 weeks –Hispanic households vs White, non-Hispanic households, June 25 - 30, 2020
- Hispanic Millennials are more financially vulnerable
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- Figure 18: Current financial situation, Hispanic Millennials vs all US Millennials, May - June 2020
- Longer term, Hispanic Millennials will feel pressure to recover lost ground
- COVID-19: US context
The Market – What You Need to Know
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- Hispanic Millennials are key for understanding multicultural consumers
- Kids influence Hispanic Millennials decisions
- Hispanic Millennials are bilingual
- Despite progress, household income still lags
- Hispanic Millennials use a variety of media channels
Why Hispanic Millennials Are Important
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- Hispanic Millennials’ numbers are significant
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- Figure 19: Hispanic Millennials – Key statistics, 2019
- Hispanic Millennials are essential for understanding US Hispanics
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- Figure 20: Population share, by Hispanic origin, by generation, 2019
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- Figure 21: Distribution of generations, by race and Hispanic origin, 2019
- Hispanic Millennials are parents
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- Figure 22: Households with related children, by race and Hispanic origin of householder, 2018
- Figure 23: Parental status by generation, by Hispanic origin, February 2020
- Hispanic Millennials can be reached in both English and Spanish
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- Figure 24: Language Hispanic Millennials speak at home, October 2018-December 2019
Market Factors
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- Lower median household income requires a focus on value
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- Figure 25: Median household income, by race and Hispanic origin of householder, 2018
- Figure 26: Median income of all US households and Hispanic households, in inflation-adjusted dollars, 2007-18
- Education is not helping Hispanics close the income gap
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- Figure 27: Median earnings of people aged 25 or older, by educational attainment and race/Hispanic origin, 2018
- Figure 28: Select occupations of the civilian employed population 16 years and over, by Hispanic origin, 2019
Use of Media Channels
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- Hispanic Millennials use both cable/satellite TV and streaming services
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- Figure 29: Types of entertainment sources Hispanics use, by generation, February 2020
- Younger and older Hispanic Millennials differ in social media usage
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- Figure 30: Social media sites Hispanics visit daily, by generation, February 2020
What’s Driving Behavior – What You Need to Know
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- Hispanics want a story to tell
What’s Driving Behavior
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- Hispanics want experiences to share
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- Figure 31: Hispanics’ definition of personal success – traveling the world vs owning a vacation home, by household size, February 2020
- No free lunch – Hispanic Millennials see success as the result of hard work
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- Figure 32: Hispanics’ definition of personal success – higher salary vs more vacation time, February 2020
- Hispanic Millennials are split between doers and buyers
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- Figure 33: Hispanics’ definition of personal success – DIY vs hiring someone, by household income, February 2020
The Consumer – What You Need to Know
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- Success needs to be visible
- Hispanic Millennials divide people in three core groups
- Hispanic Millennials’ perception of their parents isn’t consistently positive
- Hispanic Millennials have positive attitudes toward their lives
- Family gatherings show Hispanic Millennials in their natural habitat
Defining Success in America
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- Hispanic Millennials define success materialistically
- Success is work in progress
- The impact of COVID-19 on Hispanic Millennials’ likelihood of achieving success
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- Figure 34: Hispanics’ definition of success, by generation, February 2020
- Key aspects of success can increase the relevance of marketing efforts
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- Figure 35: TURF Analysis – Success in America, February 2020
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- Figure 36: Table - TURF Analysis –Success in America, February 2020
- Spanish-dominant Hispanics Millennials want to show off results
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- Figure 37: Hispanics’ definition of success – select elements, by language spoken at home, February 2020
- Education allows Hispanic Millennials a more ambitious definition of success
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- Figure 38: Hispanics’ definition of success, by education attainment, February 2020
Perceptions of Others
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- Role models associated with leadership are not necessarily trusted
- People like them are the most influential
- People they respect set the guardrails Hispanic Millennials are hesitant to cross
- People they admire can get Hispanic Millennials’ attention
- The impact of COVID-19 on Hispanic Millennials’ perceptions of others
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- Figure 39: Pitbull - I Believe That We Will Win [World Anthem] (Official Lyric Video), April 2020
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- Figure 40: The Coca-Cola Company Facebook post, May 2020
- Figure 41: Correspondence Analysis – Symmetrical map – Role model traits, February, 2020
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- Figure 42: Role model traits, February 2020
Attitudes toward Their Parents
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- Hispanic Millennials’ relationship with their parents is complex
- The impact of COVID-19 on Hispanic Millennials’ attitudes toward their parents
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- Figure 43: Hispanic Millennials’ attitudes toward their parents, by desire to make them proud, February 2020
- Figure 44: Hispanics’ perspectives on life, by desire to make their parents proud, February 2020
- Distance can fuel Hispanic Millennials’ desire to make their parents proud
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- Figure 45: Hispanic Millennials’ attitudes toward their parents, by language spoken at home, February 2020
- Marriage makes family meaningful
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- Figure 46: Hispanic Millennials’ attitudes toward their parents, by marital status, February 2020
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- Figure 47: Hispanics’ attitudes toward their parents, by generation, February 2020
Perspectives on Life
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- Hispanic Millennials are comfortable with who they are
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- Figure 48: Hispanics’ perspectives on life, by generation, February 2020
- Marketers need to tell a positive story
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- Figure 49: TURF Analysis – My life, February 2020
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- Figure 50: Table - TURF Analysis –My life, February 2020
- Spanish-dominant Hispanic Millennials optimism makes them open-minded
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- Figure 51: Hispanic Millennials’ perspectives on life, by language spoken at home, February 2020
- More-affluent Hispanic Millennials are happier with their lives
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- Figure 52: Hispanic Millennials’ perspectives on life, by household income, February 2020
Family Gatherings
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- Family gatherings are the core of Hispanic culture
- The impact of COVID-19 on family gatherings and relationship with extended family
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- Figure 53: Hispanics’ activities at family gatherings, February 2020
- Younger Millennials have the most fun at these family gatherings
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- Figure 54: Hispanics’ activities at family gatherings – always/often – net, by generation, February 2020
- Family gatherings keep Hispanic Millennials bicultural
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- Figure 55: Hispanics’ activities at family gatherings – always/often – net, by language spoken at home, February 2020
- Traditional gender roles manifest themselves at family gatherings
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- Figure 56: Hispanics’ activities at family gatherings – always/often – net, by gender and age, February 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
- A note about acculturation
- TURF methodology
- Correspondence analysis
Appendix – Data
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- Figure 57: Household income distribution, by race and Hispanic origin of householder, 2018
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