In this year’s Hispanicize, the annual event that brings together more than 1,000 Hispanic marketers, bloggers, filmmakers and musicians, there was a session called “Introducing Gen Z: Why Hispanic Gen Z Will Change Everything.”
The panel was moderated by Cristy Clavijo-Kish, Creator & Publisher of Los Tweens & Teens, who made ‘Gen Z’ “come alive” by introducing her twin teen daughters, age 13, whom in an improvised manner, ended up taking the stage to answer questions by the hyper-curious marketers in the audience.
Read related: Teens & Tweens: What Makes “Generation Z” Unique?
The panelist was Jose R. Villa, President of The Sensis Agency, a multicultural advertising, PR & digital agency, who has taken upon himself to go deep into what makes – and will make – this subgroup “tick” and with that, be ahead of the curve of what’s the best way to reach them.
Villa shared very interesting findings from the Pew Research Center, which states that Hispanics represent 23.5% of the total ‘Gen Z’ population, a whopping 93% are U.S. born and the majority of Hispanic babies — 55% — are born to mothers in their 20s.
You can see the panel slides below:
Not surprisingly, U.S. Hispanic ‘Generation Z’s’ show very similar characteristics as their non-Latino counterparts, as they were born here and have similar resources.
The difference lies in how they relate to their parents and family members (even older siblings), who are in general less acculturated and see themselves more coming from “the two worlds.” Language is also an important factor, as it’s common for Generation Z’s to even refuse to speak Spanish, even if it’s spoken at home.
According to The Hispanic Millenial Project, ‘Generation Z’s’ are thought as breaking Latino generational trends, especially because they are children of millennial immigrants, which will make them place more value in higher education and be believers of the “American Dream.”
Even though many findings were not surprising – for example, they rank higher in family values – some surprising findings were that Latino Gen Z are less likely to see themselves as leaders than their non-Latino counterparts, are less likely to want to start a family and place lower emphasis on religion compared to Latino Gen Xs. But, it’s worth arguing that these findings are based on asking questions to youngsters who are still thinking about videos games and Barbies.
Sources: Cassandra Report Study; Pew Center for Research; Forbes Magazine, Marketing Profs; Fall 2014 NCS Teen Study; U.S. Census Report March 2015.
Anllelic Lozada “Angie” is a proud P.A.N.K (professional aunt with no kids), a Personal Marketing Strategist in NYC and Los Tweens & Teens “Tia-in-Charge,” based in New York City. Anllelic wants you to best your best life so you can positively influence your tween and teen. Subscribe to her weekly e-newsletter in Spanish in marketingparatucarrera.com/Vendete, where she shares personal marketing strategies to help you “Comunicar lo genial que eres.”