Millennials are young, influential, digital natives. They constantly multi-task, and, yes, also shamelessly take “selfies.” Marketers often paint millennials with a broad brush, yet “The Selfie-Generation” or other narratives are too simplistic to articulate exactly who millennials—and in this case Hispanic millennials—really are.
Hispanics are not just interesting because they’re growing fast, but because they lead the cultural conversation. In our latest in-depth study, Hispanic respondents were 54% more likely to be in the top quartile of cultural openness than total market, and 12% more likely to be in the top quartile of influence. This means that Hispanics are critical cross-cultural influencers. In other words, marketers can think of them as cultural force multipliers.