U.S. Hispanic Population Is Growing, but This Isn’t Your Abuela’s Latino Community

The ‘Bridge Generation’ Has a Different Cultural DNA

Imagine you woke up to read in the 2010 Census results that the U.S. population grew by 27 million in the past decade, and 23 million of those people were women. As a marketer, you’d surely be calling an urgent meeting. A change of that magnitude is precisely what has happened with U.S. Hispanics.

By now it is clear: The Latino community continues to grow and evolve at exponential rates. Politicians and businesses are taking notice and scrambling to cater to this still (surprisingly) under-served segment. Something else is also becoming apparent: This is not your abuela’s Latino community of two decades ago. A new generation has emerged, with a new Latino DNA, and marketers who fail to decode it will struggle to survive.

Read the entire article at Ad Age.