U.S.-born millennial Latinos are driving this huge wave as they will represent 80% of 18-29 year old U.S. population growth by 2015 according to the Pew Hispanic Center. This group of Millennial Latinos wants to stand out and be noticed in a positive way. Latinos want to become more affluent and education in today’s society.
Latinos are twice as likely vs. non-Latinos to be first to share with friends and try new products first. Latinos shop more with mobile phones. According to the Latino shop study “Latino households will actually spend more at retail than white non-Latino households over their lifetime: 48 % in food consumed at home and away, 82% in apparel and 22% in personal care products according to Convenience Store News.”
Latinos are influencing the mainstream culture in so many different areas that range from music, food and fashion. “Multiculturizing” encompasses product innovation, brand positioning and go to market plans. There is not a once size fits all solution here, the amount and type of Latin influence needed will have to be tailored for each brand’s situation.