It is difficult to pin a common culture to the Hispanic community in the United States precisely because of the way they identify themselves. With over 52 million Hispanics in the United States today, the youngest generation is bound to identify differently than how our parents and grandparents might have when they first arrived in this country.
According to the Pew Hispanic Center, about half of Hispanic adults identify themselves by their family’s country or place of origin, while only 21% of them say they use the term “American” when they describe themselves. There exists, however, a common thread among these US Hispanics: the Spanish language. According to the survey, more than 80% of adults speak Spanish, and over 95% of them claim it is important for future generations to continue to do so.
Generational differences come into play when differentiating between their identities. Among first-generation Hispanics, over 60% say they use their family’s country of origin to describe themselves. In contrast, among second-generation Hispanics, this identifier falls to 43%. This shows that the younger adult, usually born in the US, is a lot more detached from their respective Hispanic culture. Consequently, this factor makes it easier for them to navigate between their American and Hispanic cultures. Moreover, 34% of older US Hispanics feel like a “typical American”, and among the younger generation, 66% do. This trend is certainly important because now 75% of Hispanics in the US are under the age of 45.
It is crucial to realize that these specific or singular labels for race and ethnicity are not fully embraced by this richly diverse demographic. Instead of assimilating, US Hispanics are adding American traditions to their own cultural heritage. These varying cultural factors need to be considered when reaching the various segments of US Hispanics. Moreover, marketers can tailor more meaningful and measurable campaigns to all Hispanics.
This post is also available in: Spanish
Trackback from your site.