A new Nielsen study this year provides important findings on how the pandemic and social justice movements over the past 18 months have impacted the Hispanic population, especially U.S.-born Latino youth. Transforming from a largely immigrant demographic, the U.S. Latino population of 62.3 million has become a group where two-thirds of Latinos are born in the U.S. This demographic group forms a “supergroup,” mostly made up of young people, which represents an increase in economic indicators, including educational level, home purchase, and purchasing power. It is also developing its own sense of identity based on the Hispanic referent, which includes identities such as: Afro-Latinos, Asian Latinos and LGBTQ+ Latinos, according to the report. The purchasing power of Latinos will be $2.6 billion over the next three years. Given this, anyone who wants to target or communicate with this group, including brands and content creators, must take into account the diversity that exists in the Hispanic community to connect in a real and meaningful way with this group.

Nielsen Study Takeaways

• One-thirds of Latinos are born in the U.S. This demographic group forms a “supergroup,” mostly made up of young people, which represents an increase in economic indicators, including educational level, home purchase, and purchasing power.

• These young Latinos have high expectations of content creators, media platforms and advertisers, and place more importance on the issues of diversity and inclusion, social justice and equity.

• Fifty-five percent of this group say they are more likely to buy products from brands that advertise in content that feature someone in their identity group.

To learn more about Nielsen visit www.nielsen.com. To download the full report “Latinos 2021: Inclusion, Information and Intersection: The Truth about Connecting with U.S. Latinos, “visit https://www.nielsen.com/us/en/insights/report/2021/inclusion-information-and-intersection/.

Photo Courtesy of Nielsen