Hispanics are Reconnecting with their Culture

Hispanics are reconnecting with their culture and staying connected with their families.

Hispanic consumers are reconnecting with their roots more so now than at any other time in the past,” according to the Yankelovich MONITOR® Multicultural Marketing Study, revealed that Hispanics are keeping their culture alive and staying connected to their heritage now more than ever. For Hispanics, this strong reconnection means growing the bi-cultural segment of the marketplace. Let’s take a look at some statistics that illustrate this point.

• 71% of Hispanics (versus 43% of Non-Hispanic Whites) say, “My roots and heritage are more important to me today than they were just five years ago.”

• 56% of Hispanics (versus 22% of Non-Hispanic Whites) say they “make a great effort to become more connected” with their heritage.

• 85% of Hispanics say they consider themselves to be Hispanic first, American second or to be both American and Hispanic equally.

The study also revealed that family and community come first more so now than at any other time in the past.” Hispanic consumers place significant importance on family for decision-making purposes and support. According to the MONITOR study, Hispanics seek their nuclear and extended families' advice, guidance and support in most matters. In fact, nearly half of all Hispanics said that “when it comes to important things in my life, I almost always seek the opinion of my extended family members,” compared to 33% of Non-Hispanic Whites. Almost two-thirds (60%) of Hispanics (compared to 45% of African-Americans and 48% of Non-Hispanics Whites) say, “In my family, we discuss everyday things together before making a decision.” For companies marketing to Hispanics, these are very important numbers to consider. They need to keep in mind that Latino culture isn’t something Hispanics are shedding over time. It’s a part of their identity and they intend to keep it that way. Also, targeting messages to just one member of the family is not enough for Hispanic households. While Dad may go purchase a new car, he’s also going to talk to his whole extended family about his purchase first.