Generalizing Generations

We have discussed how culturally diverse the Hispanic population is, but have not yet tackled the generational differences Hispanics face. There are three generations of Hispanics living in the United States and they are all diverse, therefore require different approaches to yield a successful marketing campaign.

As Easy as 1, 2, 3

First generation Hispanics are immigrants who came to the states from their country of origin. This group, although living in the U.S., is still strongly connected to their home country and maintains strong cultural roots.They usually continue speaking Spanish and partake in traditions they grew up with in their country of origin.

Second generation Hispanics are usually born in the U.S., but raised by first generation Hispanics so they grow up experiencing both American and Hispanic cultures. They are usually bilingual and bicultural and they develop their own sense of cultural identity based on the two cultures they grow up with.

Third generation Hispanics are born in the U.S. and raised by second generation Hispanics who were also born in the Sates. This makes third generations fully assimilated into U.S. culture and they prominently speak English.

From Culturally Immersed to Fully Assimilated

When marketing to U.S.  Hispanics, it is important to keep these three generations in mind. Each one has many similarities, but has a specific set of characteristics and a unique identity. First generation Hispanics for instance, speak mostly Spanish, 74 percent according to Pew Research Center, so their second generation children usually have to translate. As a marketer, if you do not have bilingual capabilities, then your marketing campaign is completely irrelevant to the first generation U.S. Hispanic demographic.

Additionally, second generation Hispanics are the fastest growing generation according to Pew Research Center and are citizens by birth in the United States. Since this group is bilingual and bicultural, they can emotionally relate to both Hispanic-centered marketing, as well as mainstream Anglo U.S. marketing. This makes them an optimal group to target because they can relate to both their heritage and their American identity. In addition, second generation U.S. Hispanics are typically more educated than first generation U.S. Hispanics with 77 percent attending institutions of higher education versus the 54 percent of first generations that did not even graduate high school.

In contrast, when marketing to third generation Hispanics, it is important to realize how they have assimilated into U.S. culture. These individuals will identify primarily with the general U.S. population and will not need to be catered to with bilingual dexterity. In fact, most third generation U.S. Hispanics speak only English. These individuals are the grandchildren of immigrants, so while they still may identify themselves with their ancestry, they are not as closely affiliated with it as their parents were. When executing a marketing campaign it is vital to be cognizant of the trends such as one generation identifying more with their United States culture than the culture of their ancestry. This generation identity crisis is a trend we have seen with third generation U.S. Hispanics.  

All Generations are Not Created Equally

While creating a marketing campaign to cater to all three generations is nearly impossible, it is important to gain the most reach. Since second generation U.S. Hispanics are currently the largest U.S Hispanic demographic and prefer both English and Spanish, they would likely be the best target for a national marketing campaign. If you incorporate language and trends that cater to the bilingual second generation Hispanics, you reach the most influential Hispanic generation on the market. Consequently, using bilingual content will garner your best chances to reach people in both first and third generations as well.

The Hispanic community is complex, but it helps to look at generational differences like the various demographics within the Anglo U.S. population. Marketers wouldn’t deliver the same message to a 65 year old the same way they would address a 12 year old. The age gap between a 12-65 year old is significant and their interests and lifestyles are so different that they may as well speak different languages. The U.S. Hispanic market is no different. Even though U.S. Hispanics fall under one name, they are just as diverse as the general U.S. population in age, lifestyle and consumer trends.