T H E SECTION III
S T A T E SEGMENTATION
O F
A R I Z O N A ’ S
CHAPTER 12
H I S P A N I C
M A R K E T
MILLENNIALS
HisPaniC Millennial PoinTs of Tension
One of the most important ways to establish a deeper understanding of Hispanic Millennials is to comprehend the points of tension characterizing their lives. As marketers, we know points of tension provide powerful opportunities to communicate and connect with consumers. Among the defining characteristics we see in Hispanic Millennials are the numerous and deep cultural and psychographic points of tension they face. Because they live in two cultures, caught between very different generations, they face constant cultural tensions involving decisions related to family, career, food, language, faith and definitions of community. The Hispanic Millennial Project research identified a number of points of tension, including the following key areas. Fitting In/Standing Out Hispanic Millennials struggle with the need to fit in with mainstream culture, while trying to maintain their cultural identity. When asked how much they agree with the statement, “I want to fit in with the mainstream,” 49% of Hispanic Millennials indicated that they either agree completely or somewhat with this statement.
I want to fit in with the mainstream 56% 49%
Hispanic Millenials
46%
Hispanic Millenials U.s. Born
55% 40%
Hispanic Millenials foreign Born
Hispanic 35-64 U.s. Born
Hispanic 35-64 foreign Born
Yet when asked if they want to stand out as Latinos, 67% agreed with this statement.
H i s pa n i c M i l l e n n i a l p r o j e c t
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Source: www.hispanicmillennialproject.com/
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