“The Future American Family: Latinos,” a new study by independent marketing consultancy TruthCo, found that the rise of the Latino population in America is dramatically changing the definition of family, a change with significant political, media, and marketing ramifications.
As America is changing with the ascendance of Latinos—estimated by Pew to make up 30% of the population by 2050—so too are conceptions of what constitutes a family. The study found that since Latino families are often more globally connected, multiethnic, and multigenerational, they tend to accept a broader definition of family and be more permissive in what they consider “family-friendly” content. With Latinos driving a larger percentage of the market, the media and businesses must adapt to these changing definitions.
One example of a change the study offers is the rejection of the idea of a unified style, language, or heritage, which is considered offensive by many biculturals, most Millenial Latinos, who come from multiethnic, multi-language families. If the market and the media want to appeal to biculturals they must break out of traditional American appeals and offer more ethnically diverse and multilingual strategies. The traditional marketing approach of finding distinct, unified categories for groups, the study argues, will simply not work with many bicultural Latinos.
"The Latino population in the U.S. is a key driver of American tastes, values and culture, as opposed to just a marginal (or marginalized) influence," said TruthCo President Linda Ong. "Deeply understanding this influential demographic is critical to the future success of cable, TV and digital brands."
The following comes from a summary of some of the report’s key findings:
Individualized: The Latino family includes second and third generation Latinos who are bilingual or only speak English, and feel equally tied to their American-ness as part of their heritage. They can’t be typified by one unified look, language or country of origin. To divide or lump them into one category or demographic would be considered offensive. Their role models range from Pitbull and J. Lo, to Sonia Sotomayor and Julian Castro, to the latest fashion blogger to a digital entrepreneur - whatever their race.
Influencing General Market: Latinos no longer hold a minority status in the U.S. and will soon represent the national majority. In both number and attitude, Latinos are more mainstream than marginal, and their multi-generational family structure is reflective of a national trend. Like their Millennial counterparts, biculturals are taking the lead in the general market, their ideas and actions driving the culture at large.
Biculturals are Cultural Translators: Latino families are undergoing transformation as their Millennial children – biculturals – come of age and start families of their own. Biculturals identify themselves as equally Latino and American, and serve as information and decision-making hubs for their families, and so want to see their values, views, and experiences reflected in the general marketplace.
Engaged Citizens: With an unwavering faith in the institution of democracy, biculturals are vocally and actively engaged in civic life – and not just for Latinos. Predominately made up of Millennials, they value social justice, have a strong sense of family and work, are educated, resourceful, hopeful, and positive. Since they have so much at stake, they are incredibly engaged and proactive in all aspects of society.
