Hispanicize LA 2019

60% of Hispanics in the US are 35 or younger. They’re largely US-born. They speak both English and Spanish. They switch their culture depending on who they’re with. And the broader cultural climate is fraught with tensions. Latinx culture is more complex than ever before. Which is a beautiful thing, but it can be hard to understand and even scarier to navigate. Especially when so many misconceptions abound. As an industry, we play into those misconceptions when we don’t ask the right questions. So we designed a custom, quantitative study to get to the heart of the truth about today’s Latinx population. In this study, we answer 5 big, burning questions:

1. Identity: Is “Latinx” really the new “Latino”?
2. Code Switching: Are acculturation levels still the best way to target?
3. Gen Z: Do tweens & teens actually care about their culture?
4. Representation: Where’s the line between checking a box and perpetuating a stereotype?
5. Advocacy: Are marketers living up to consumers’ expectations?