1U.S.-born Hispanic Millennials use food and beverage to connect to their cultural roots.
For the last year and half, I’ve been involved in a nationwide research initiative focused on Hispanic Millennials. Our research has focused on understanding how Hispanic Millennials differ from “mainstream,” Asian and African-American Millennials, as well as older Hispanics (35+). We dive deep into attitudes, behavior and motivations related to healthcare, financial services and food, beverage and alcohol consumption. Some of the key findings of our Hispanic Millennial Project research include:
Hispanic Millennials are optimistic and strongly believe in the American dream. Hispanic Millennials have complex and nuanced views of health, wealth and success. Foreign-born Hispanic Millennials make up a large and distinct sub-segment of Hispanic Millennials. There are numerous and deep cultural, behavioral and psychographic points of tension that characterize Hispanic Millennial lives.
It is around these points of tension that we identified an overarching and central tension characterizing Hispanic Millennials: they struggle with a need to fit in with mainstream culture, while trying to maintain their cultural identity. This struggle is particularly acute among U.S.-born Hispanic Millennials, who find a significant gap between their desire to stand out as Latino and how close they feel to Latino culture.