The fastest growing group in the United States: Hispanic Millennials

Did you know that Hispanics are the largest minority group on college campuses? As of 2014, 19% of students enrolled in college were Hispanic. By 2020, 3.64 million Hispanics are expected to be enrolled in secondary education in the US. This growing subset of the Millennial generation behave differently than their other peers, and have deep roots in their bicultural upbringing. In fact, many even identify as 200%ers (1) — both 100% American and 100% Latino.

With nearly have of U.S. born Latinos being younger than 18, brands need to start focusing attention on this growing group and recognize the impact young Hispanics can have on their brand. 81% of 18-year-old Hispanics were born here in the United States, but have a unique blend of nationalities. They want the best of both worlds — adopting American culture and habits, but also staying loyal to their Hispanic roots.

AT&T is recognized as the first brand to connect with bicultural Hispanic Millennials. Millennials represent 23% of the U.S. population, but AT&T found that they account for 56% of all mobile carrier “switchers” — users that change from one carrier to another. In that segment, multicultural Millennials represent 30% of switchers and thus the ‘Between Two Worlds’ campaign was born. The advertising campaign features bicultural Millennials discussing how they connect with their Hispanic roots. From embracing “Spanglish” to sharing their life. with family members in their native country, AT&T found a way to engage with Hispanics in an authentic and emotional way. Check out their ad here.

“The growth of Hispanics consumers can no longer be viewed as a population shift but rather an economic opportunity to grow your business,” said Cesar Conde, chairman of NBCUniversal International Group and NBCUniversal Telemundo Enterprises. Nielson reports that in 2015, Hispanic-Americans controlled $1.3 trillion in buying power, which is expected to grow to $1.7 trillion by 2020. The best way to reach these Millennials? Be authentic and make an effort to understand the unique subsets of the Hispanic population. Creating meaningful connections with the group, both in English and Spanish, means that brand can build a relationship with a lifelong customer.

  1. 200%ERS is a trademark of NBCUniversal Media, LLC.
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