Young Hispanics – what term do you prefer?
NGLs – New Generation Latinos?
Biculturals ?
Latino Youth?
Latino Millennials?
Remember Generación ñ?
It seems like every year a new term hits the industry to describe U.S.-born, acculturated Hispanic youth. While I don’t have a personal pre
ference, I think all these terms are starting to get confusing, especially to marketing executives that are the ultimate audience for such terminology. We need, as an industry, to get marketers to start thinking differently about the Hispanic market precisely because the change that these younger, 2nd and 3rd generation Latinos represent.
Unfortunately, the message gets lost
if we’re all talking in a different language. Not the mention the irony that most of us are in the brand building business – and we’re breaking one of our cardinal rules.
Maybe someone can launch a
massive online poll and we can all agree.
What do you think?
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Good Idea.
GB
I think this group brings an unparalleled and multi-layered identity that even referring to them under a label such as “Latino ___” may undermine the ways in which they defy the Latino/non-Latino divide. Look forward to seeing further discussion on this.
I prefer bicultural Latino. I’m a mix of two cultures put together to create a unique set of values that has been shaped by two cultures.
New generation Latino also works but that sounds to technical and detached in my opinion.
[...] segments that Univision is not as strong at reaching – for example young Hispanics (see my last post on what to call them), acculturated Hispanics, B2B or professional – they may not be served [...]