But what is the right way to communicate with this bicultural and diverse group of consumers? How do Hispanic millennials want to be recognized?
Most of them consume media in both Spanish and English, demonstrating that they identify with both cultures. March 2014 polling by Sensis and ThinkNow found that 40% of US Hispanic millennial internet users consumed media equally in Spanish and English. Nine percent of respondents said they consumed media in Spanish only, and 16% only consumed media in English.
When it comes down to it, it’s not so much about language in mainstream advertising, said Annette Gonzalez-Malkin, vice president at Hunter Public Relations. “Nearly half of Hispanic millennials are US-born, are more acculturated and are consuming media in English. Still, they maintain a strong cultural duality. It’s more about infusing advertising with cultural nuances.”
But there is a fine line between giving Hispanics a cultural nod in a mainstream ad and marginalizing them, she added.
Roberto Ruiz, senior vice president of strategy and insights at Univision Communications, agreed. Hispanic millennials tend to be more aware and sensitive of cultural cues in advertising than their older generations. Portraying certain stereotypes will just make this group feel alienated, he noted.