EL NUEVO LATINO:

MORE THAN JUST

THE NUMBERS
REACHING, ENGAGING AND ULTIMATELY BUILDING A LASTING RELATIONSHIP WITH EL NUEVO LATINO.
 CONTENTS 1.THE
TEAM
We are a full-service insights and ideation machine for global brands looking
to reach the largest generation in history. We don’t simply observe, rather we
engage, interact, participate and directly contribute to the cultures we are
studying. We believe that culture can’t completely be decoded through statistics
so our work is part marketing, part sociology, part gut, part experience, part
emotion and all business. We create insightful, innovative and memorable

1 THE experiences that drive measurable results on behalf of our clients. Our award
winning and groundbreaking work has helped clients across multiple
TEAM industries including retail, fashion, spirits, QSR and consumer electronics,
among many others.

2 THE SLEEPING GIANT

AWAKENING

3 ZEITGEIST
THE

4 POINTS
PASSION
BOBBY JONES
VICE PRESIDENT
ANDRE PINARD
GROUP DIRECTOR
ALDO KAFIE
SENIOR PLANNER
SHADYRA SANTIANA
SENIOR PLANNER
OSCAR ALLAIN
ACCOUNT DIRECTOR
HEAD OF ACCESS QUALITATIVE INSIGHTS QUALITATIVE INSIGHTS QUALITATIVE INSIGHTS

5 YOUR BRAND RELEVANT

MAKING

6 STUDIES
CASE

2 3
 MY PARENTS MOVED TO THE U.S. NOT KNOWING
HOW TO SPEAK ENGLISH, WITH NO FORMAL
EDUCATION, AND THEY BOTH STARTED OFF
WORKING FOR A MINIMUM WAGE. IT’S EASIER
NOW BECAUSE THERE’S MORE OPPORTUNITIES
OUT THERE TO LEARN AND TO
ACCOMPLISH MORE.

IN THE PAST THE WOMEN DID EVERYTHING.

THEY STAYED HOME ALL DAY COOKING AND
CLEANING FOR THEIR HUSBANDS WHILE
THEY WORKED. NOWADAYS THE WOMEN
ALSO WORK AND MAKE THE MONEY.

BEING LATINO IS KNOWING THAT BOTH

MY PARENTS STRUGGLED TO MAKE IT IN
THIS SOCIETY TO GIVE MY BROTHERS AND
I A BETTER FUTURE AND SHAPE OUR OWN
AMERICAN DREAM.

4
5


EL NUEVO
LATINO:
MORE THAN JUST THE NUMBERS
This report “El Nuevo Latino: More Than Just
Numbers” is the most recent in a series of cultural
documents created by Octagon Access. What makes
this document novel for us is that it is in large part
inspired by insights gathered from our proprietary
bi-cultural Hispanic panel. The Octagon Access Panel
spans the ages 12-34 yrs old and is representative of
top DMA’s as well as varying levels of acculturation.
With our extensive knowledge of Hispanic, African
American and Millennial consumers, our goal is to
El Nuevo Latino [ENL] is mindset and psychograph of
a consumer segment that we have watched grow over
the last decade. At its core segment, it is about
a cultural currency and pride in being Latino in the
21st century. Our hope is that through this report
readers will not only understand the ways in which
this transcultural Latino is different than previous
generations but also, as marketers, appreciate the
ways in which these consumers are changing the
face of America. Most importantly, understanding
the ENL will enable marketers to see new ways and
opportunities to forge deep emotional connections
Ambicultural* signifies a proactive behavior and
ability to function in two cultures. For our ENL, it
is an aspirational behavior that allows them to shift
between their unassimilated ethnic culture and
the broader (i.e. American) culture.
Transculturalsim** is a process that is anchored
in the quest to define shared (socio-cultural)
interests and common values across cultural and
national borders.
As a result of our primary and secondary research,

2.AWAKENING
create living-documents that can help marketers
with this dynamic consumer. we believe that the ENL is best understood within
better understand these nuanced consumers in order
the context of these two terms / philosophies. Within
to better connect and create effective strategies that
Understanding ENL will equip marketers with the the next few slides we will establish the quantitative,
resonate with them.
tools necessary to engage and create emotional demographic and qualitative context within which the

THE SLEEPING
connections with an influential segment of the ENL mindset can be fully understood.
This particular report includes behavioral,
largest soon-to-be ethnic majority population in the
quantitative and qualitative research in an effort
United States. Within the next few slides we will establish the
to provide a unique perspective of what we are
quantitative, demographic and qualitative context
calling “El Nuevo Latino” We believe they are and

GIANT
In order to stay connected to our narrative, there within which the ENL mindset can be fully understood.
will continue to be a driving force of change in the
are a few terms that we’d like to unpackage for you.
new American mainstream.

Source: * http://hispanic-marketing.com/bl/demographics/hispanic-youth/characteristics-of-hispanic-millennials/
** http://en.wikipedia.org/wiki/Transculturalism
7
 NUMBERS NUMBERS
MATTER DON’T TELL
Even though numbers don’t tell the whole story, it is important to call
out key data points to help illustrate why this consumer mindset is
important. These data points will also highlight the future impact this
consumer will have in regards to digital social mobile (DSM) practices
that shape how they connect with each other and brands.

THE WHOLE STORY

800K 40
BY 2050, THE HISPANIC IF U.S HISPANICS WERE A
POPULATION IS PROJECTED COUNTRY, THEY WOULD

12
RANK AS THE

30
TO INCREASE BY TH % The adage ‘numbers don’t tell the whole story’ Their worldview, affinities and passions are in large
could not be more poignant when looking at what is part shaped by Millennial values that are infused
YOUNG U.S-BORN poised to be one of America’s largest ethnic groups. with their ethnic cultural nuances. Their common
HISPANICS ENTER
ADULTHOOD EACH YEAR.
HISPANIC Hispanics are projected to become the largest (millennial) values and shared interests / passion

IN A DECADE THAT WILL MILLENIALS single ethnic group by 2050, making up 1/3 of the points are enabling them to greatly impact the new
American mainstream.
RISE TO 1 MILLION+ ARE BILINGUAL nation’s population.*

% LARGEST ECONOMY
IN THE WORLD
(BUT ENGLISH IS THEIR
PRIMARY LANGUAGE)
However, beyond the sheer size, within this
demographic, Hispanic Millennials are one of the
Understanding and know how to engage ENL’s should
be paramount to any brand or company that is striving
most multi-faceted, tech-savvy, digitally-connected for success in the 21st century.

167 65 1/5
BY 2015, HISPANIC segments of the population and they are playing an
BUYING POWER IS increasingly prominent role in the US economy.
EXPECTED TO REACH
One of the critical pieces that marketers are missing
when trying to understand, engage and communicate
$ % with these consumers is that they are Millennials first
and Hispanic second.
% OF HISPANIC MILLENIALS
PROJECTED POPULATION POPULATION IN THE U.S
GROWTH FROM 2010 TO 2050 GROWTH IS FROM ARE HISPANIC
TRILLION IN U.S HISPANICS U.S BIRTHS
Source: http://hispanic-marketing.com/bl/demographics/hispanic-youth/characteristics-of-hispanic-millennials/ Source: * http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2011/04/Nielsen-Hispanic-Media-US.pdf
8 9
 STATS
STATS

LOOKING 129MILLION HISPANIC

BACK ACCULTRATION
In a traditional model, the longer time spent in the US, the more
is the projected Hispanic likely immigrants were to adopt American Culture (dominant culture)
population by 2060 into their values and beliefs system while losing their own values and
beliefs from their countries of origin. As we’ll soon learn, this model
is vaporizing. ENL is re-inventing the paradigm.
IN ORDER TO LOOK AHEAD
A generation ago, Hispanics, like many other ethnic minorities
were forced to assimilate if they sought to gain their piece of
the ‘American Dream.’
15 MILLION
Current Population of
A TRADITIONAL PARADIGM AGE: 36+ AGE: 36
AGE: 36+

Hispanic Millennials NEW

For many ethnic minorities what this meant was a shedding “SCHOOL”
and muting of their cultural identities in order to ‘fit in’ into VALUES AGE: 36+ AGE: 30
AGE: 36

21%
the mainstream. This assimilation process ran the gamut from
linguistic accent elimination to changing Hispanic surnames in AGE: 30 AGE: 24
AGE: 36
order to blend into the dominant society.

However, this process started to change during the economic

boom of the 1980’s, which coincided with a Hispanic baby boom
of Milennials are of
Hispanic descent DIAGRAM TO
AGE: 30 AGE: 24 AGE: 18

BE ADDED
AGE: 24 AGE: 18 AGE: 12

67%
. By the mid-to-late 1980’s a demographic shift began to occur
which we are currently seeing the impact of-socially, politically,

HERE
culturally and economically. UNACCULTURATED AGE: 18 AGE: 6 ACCULTURATED
AGE: 12

These shifts have culminated with the coming of age of a of Hispanic Millenials want AGE: 6 AGE: 1
AGE: 12
generation that is defined as the most ethnically diverse, to stand out as a Latino
opened-minded, digitally-connected and one of the most

78%
AGE: 6 AGE: 1
politically progressive generations in modern history. Within
this new landscape, Hispanic Millennials are re-defining their
AGE: 1 FOREIGN BORN
identities, expectations and relationships with brands.
of Hispanic Millenials SECOND GENERATION
OLD THIRD/FOURTH GENERATION
say heritage is important “SCHOOL”
to them VALUES
10 11
 ENL: THE A PARADIGM
CHANGE SHIFT
In comparison the traditional acculturation model, there
are unique conditions to this era (such as demographics,
technology and social changes) that are creating a dramatic shift

IN TIDE
in how Hispanic Millennials re-define their values and identities.
SHIFT IN
PARADIGM

Hispanic Millennials are shaping and helping to forge a new

mainstream. Unlike any other generation and ethnic group,
ambicultural Hispanic Millennials are living in an age of HISTORIC SHIFT IN BROADER
transculturation where they are redefining American and LANDSCAPE PARADIGM AMERICAN
Hispanic culture and as a result are creating an ‘El Nuevo LANDSCAPE
Latino’ identity with new values, shared passions and
new expressions. • Population boom • Have more exposure
• More media coverage to people of various
and representation cultures and ethnic
• Increased accessibility to make-ups
travel to home country • Inter-racial marriages
• Pride in heritage and are increasing
culture • Technology has
• Ability to stay connected accelerated exposure to
to heritage and desire to different cultures
teach future generations • Open-minded and willing
the language and NEW
NEW to learn about other
traditions VALUES
VALUES cultures

12 13
 A ‘NEW ERA’ IS THE BEGINNING OF A NEW
FUTURE FOR US AS LATINOS

WE HAVE DIFFERENT BELIEFS AND VIEWS

THAN WHAT OUR PARENTS HAD. BECAUSE
WE NOW BLEND WITH OTHER CULTURES AND
OTHER RACES AS OPPOSED TO OUR PARENTS.
THEY GREW UP WITH ONLY PEOPLE OF THEIR
SAME RACE AND ORIGIN

WE WANT DIFFERENT THINGS IN LIFE. BACK

THEN OUR PARENTS NEVER EVEN THOUGHT
OF BEING A CEO OR A STOCK BROKER.
NOW WE WANT THOSE CORPORATE AND
FANCY JOBS.

14 15
 3.THE
ZEITGEIST:
MILLENIAL
1st
HISPANIC 2nd
NUEVA ERA
EL NUEVO
3
El Nuevo Latino is living in times that are unique;
Across the El Nuevo Latino consumer segment, we are an era where everything - from values, economy, race
seeing significant shifts in attitudes, identities and values relations, citizenship and gender relations -
are being questioned. Their world is in a state of flux.
that are a result of their Millennial world view. We are
Within this new era, there is a cultural currency that
calling this phenomenon, El Nuevo 3 is propelling a sense of pride in being ambicultural.
Success is about challenging stereotypes, re-defining
identity and re-assessing the status quo. This era
is one where ideals of transculturalism (e.g. shared
interests, ideals and values) are re-shaping the new
American mainstream.
16
NUEVA EXPRESSIONS
Through DSM (digital/social/mobile) platforms ENL’s
have more multi-faceted and dynamic expressions of
‘self’ as well as a larger palette from which to select
when constructing their identity. DSM platforms
and communities propel their ambicultrualism
and transcultural identities.ENL’s are also looking
for brands that align with their new multi-faceted
expressions of identity and reflect their
nuanced cultural sensibilities.
NUEVA EXPECTATIONS
There is a boldness, brashness and forwardness
about them that is inspiring; they are also expecting
to be inspired. Their expectations of brands has
increased exponentially - i.e. reciprocity, corporate
responsibility, acknowledgement of those who
support / make the brands what they are. There is an
overarching sentiment of ‘we know we are valuable,
here’s what we do for you…what are you doing for us?’
ENL’s are expecting to be ‘spoken’ to bilingually and
in tones and via platforms that reflect their
new worldview.
17
 5
KEY
MILLENIAL
VALUES There are key values that drive ENL.
These values act as catalysts that help
to drive their worldview, personal
growth and cultural evolution. In the
minds of ENL, fueling these values
will ultimately lead to success;
defined on their own terms. Due to the
fact that their first ‘filter’ is Millennial
and their second is tethered to their
cultural identity, we’ve highlighted
two sets of core values that shape
their worldview.
18
DISCOVERY
One-upmanship drives discovery
amongst this consumer. They seek
to uncover new things in every facet
of life (i.e. social, political, cultural,
technological etc.). There’s a social
capital that is tied to their sense of
discovery. Those who are first or
who are ‘in-the-know’ attain higher
levels of social capital. For Hispanic
Millennials being able to share
knowledge of multiple cultures is
critical. Having connections to their
parents’ country of origin and sharing
international trends are highly
important to them.
CONNECTIVITY
ENL has an insatiable desire to stay
connected, entertained and informed.
They move seamlessly through the
DSM ecosystem to stay ‘in-the-know’
and to ‘make things happen’ (read:
barter for needs and wants). They
place a high value on the number of
people they are connected with (both
virtually and in the real world) and
derive a sense of value from their
ability to provide their networks with
fresh and interesting content. DSM
gives them a voice and allows them
to navigate and share their views
regardless of ethnicity and helps them
keep their finger on the pulse of what
is happening internationally.
VERSATILITY
Being able to adopt, adapt and
assimilate to different cultures and
contexts is a skill that is held in high
regard. The notion of versatility is
also seen as a survival skill. Staying
up to date, adapting with the times
are entities that keep this consumers’
social capital high amongst his peers.
Since ENL is used to navigating in at
least two cultures, they are natural
‘social chameleons.’ They value this
life skill so much so that they want to
pass it on their children.
OPENNESS
Similar to versatility, Hispanic
Millennials value exploration and
embracing other cultures, beliefs
and attitudes. This is a core point
for ENL because they strategically
choose which pieces of culture
and values make sense for their
growth and success. They realize
that embracing ‘other’ cultures is
a tool of survival and a means of
achieving success. Marketers who
simultaneously seek out ENL must be
aware of their Hispanic heritage but
remember that they are Millennials
first. Failure to acknowledge nuances
creates animosity, and a failure
to recognize individuality implies
ignorance; it’s a fine line that must
be balanced.
EXPRESSION
ENL highly value making “statements”
through pastimes, fashion and
communities of like-minded
individuals. The ability to ‘say’
(symbolically or overtly) this is who
we are-as well as this is what we want
/ expect- is critical. They understand
the value of their opinions, creativity
and social capital. They expect
to be heard; they expect dialogue.
Narratives (e.g. pictorial, video, text
etc.) are the currency which they
use to communicate and expect to
be communicated with. They
understand that they influence
others and if united they can make
an unprecedented impact–unlike any
other Hispanic generation.
19
 KEY ENL VALUES: CULTURAL NAUNCES

ENL: FAMILY RESPECT TRADITIONS EDUCATION

A FUSING
ENL’s, like the generations before
them place family (and commitment to
family) first in their lives. Typically large
and comprised of extended members,
ENL’s are taught from a young age 97% of Hispanic Millennials say it’s ENL feels that in order to progress
the importance of ‘respect.’ That can important to hold on to their Hispanic education is critical. Due to the
be respect for your elders, for mother culture and traditions. The desire to economic climate and tough job market
nature, animals and other cultures. hold on to ‘traditions’ is based on the many Hispanic Millennials are pursuing

OF CULTURES
this tightly-knit unit leverages support
systems and nurtures them until
they are ready to start their own
families. It is customary to see multiple
Couple this with Millennials’ open- fact that in this New Era where cultural higher education. Many are going to
mindedness and you get El Nuevo capital is highly valued, Latinos have a school to be healers (doctors, nurses,
Latino’s who embrace the diversity lot to contribute. As cross- pollination lab technicians etc) and rescuers
of mixed couples, gay marriage, occurs, we will see more Latino- (teachers, social workers, engineers

AND VALUES
generations living at home in Hispanic marijuana legalization etc. Respect is American traditions evolve creating a etc). Those that are not pursuing
households. It is also typical within also a core principle when it comes fusion of both cultures. higher education through a traditional
Hispanic families to pool resources to work ethics that many Hispanic route are exploring vocational
to help one another with financial Millennials are exposed to from their apprenticeships. Others are seeking
responsibilities. Many ENL’s grow-up hard-working parents. to be heroes –policemen, firemen,
with the notion that you take care of security officers etc.*
Unlike past generations, this is the first time where there is a bi-lateral exchange occurring those that took care of you when you
where both cultures (i.e. Hispanic and American) are blending and traditions are morphing needed it the most. This is a value they
and evolving. What is driving this fusion is the ENL’s Millennial values which are as equally hold dear and want to pass
important as their Hispanic heritage.These values are proactively engaged by ENL’s.
Not only do they strive to incorporate these into their day-to-day lives, they expect the
brands they have affinity for to embrace and champion these values as well. Brands that
pay attention to and express these values are seen to be in sync with their worldview and
* Based on Tr3s insights findings 2013-2014
garner deeper emotional connections.
16 21
 HISPANIC NEW ATTITUDE ANGLO

FAMILY
Extended family Blended family embraced Nuclear family
Small personal space and extends beyond Personal space and time
Social communal oriented blood relations Individualism
Co-operative and Self-reliant
interdependent

Respectful of elders
Hierarchial/classist
Value resources and
environment Machismo
RESPECT
Respect for self,
elders, environment,
authority Marianismo
Self-expressive
Gender neutral (equality
amongst men and women)
Give back to community
at large

TRADITION
Traditionalists Embrace holidays, folklore Non-traditionalists but

CONVERGING
Religious holidays and (e.g. music, stories, art, celebrate major holidays
country milestones history), tailgating and traditions that are
(independence days and and New Holidays (e.g. common in mainstream USA
major battles) Black Fri, Halloween etc.)

VALUES
ENL have multi-faceted identities that fuse
Present time perspective
Short term goals oriented
Practical
EDUCATION
Active pursuit of Traditional
education paths (long
term), Vocational
Time sensitive
Planning- long term
goals oriented
Hard-work paths (Short term) and Educated
together both their American and Hispanic values. Entrepreneurialism

22 23
 WE ARE A MAIN PART OF TODAY’S SOCIETY
SO WE HAVE A GREAT IMPACT ON WHAT IS
MAINSTREAM.

I TRY TO MAKE BOTH CULTURES WORK IN MY

LIFE. I KNOW I LIVE IN AMERICA BUT ALSO
LIVE BOTH AMERICAN AND ECUADORIAN
LIFESTYLES

WHAT MAKES ME LATINO IS BEING ABLE TO

SPEAK SPANISH AND ENGLISH EQUALLY AND
BEING PROUD TO SAY THAT MY HERITAGE
COMES FROM MEXICO.

24 25
 PASSION “ I DON’T SIT AROUND GOING ‘WHOA, I’M A
BILINGUAL ARTIST,’ BUT THERE IS THIS NEW

POINT:
WAVE WHERE LATINOS ARE CATCHING A LOT
OF INTEREST IN MAINSTREAM…IT’S COOL. IT
ENCOURAGES KIDS THAT EVEN THOUGH THEY’RE

MUSIC
BORN IN THE U.S. THEY DO HAVE THIS LATIN

”
CULTURE THEY CAN USE. PRINCE ROYCE

There are Key Passion Points that are at the center of
shaping ENL transcultural worldview. ENL are breaking
stereotypes and are re-inventing what it means to be
Music is a form of expression that helps shape
culture, identity and community(ies). Music has
also served as a bridge between cultures. ENL’s
musical landscape is creating a fusion (of sounds
and culture) that is re-shaping American culture.
Music has always been a key component of Hispanic
culture. It not only serves as a way to stay connected
to their country of origin and language but also
serves as a gateway to learning and embracing
other cultures.
This mélange of sounds is something they can
identify with because it reflects that they too are a
becoming an exporter of Latino talent to the rest of
the world. Currently, not only is there a mix of Latin
artists collaborating and influencing musical styles
but, they are also at the forefront of cross-genre
artist collaborations and dominant genres such as
EDM. Interestingly, in this Nueva Era pop artists from
an array of genres are proactively ‘crossing-over’
into the Hispanic music space to capitalize on the
success and scale of ambicultural Latino artists and
their fans.
ENL is also embracing and influencing music
festivals. Hispanic Millennials support these largely
due to their communal dynamics, their versatility and

4.PASSION
Latino. They are proactively seeking new passions and
new ways to connect to traditional passions.
These Passion Points act as catalysts that help ENL express
mix of different cultures and a product of living in a
ability to discover new talent.
transcultural era. Enabled by technology, ENL’s are
listening to breadth of genres and artists-e.g. Romeo
Santos, Enrique Iglesias, Calle 13, Juanes, Prince

POINTS
themselves, connect both on offline with family and like-minded
peers and nurture growth-both personal and cultural. These
passions are also re-shaping mainstream America. These
re-imagined passions separate ENL from previous generations
of Hispanics in the U.S. and beyond.
Royce, Ariana Grande, David Guetta, Lady Gaga and
the Foo Fighters. As ENL’s continue to embrace this
fusion of musical genres and styles, a similar fusion
is being adopted by both mainstream America and
beyond. Compared to a decade ago, the U.S. is

26 27
 PASSION “ DURING THE NEXT FEW YEARS,
POINT:
ARGUABLY NO INTERNATIONAL
MARKET IS MORE IMPORTANT
SPORTS
TO THE UFC THAN THE HISPANIC
MARKET.
”
Sports have often times been used by ethnic
minorities as a means of transcending ethnic
identity and seen as a sole avenue to success.
For ENL the realm of sports has become a space
to celebrate their multifaceted identity as well as
a space to expand and re-shape notions of what it
means to be Hispanic.
When thinking about the Hispanic consumer,
soccer continues to be the default passion point for
effectively and efficiently engaging with them. ENL
is living in a time where ‘Global is Cool’ and the
era’s state of transculturation is enabling soccer to
become a part of the average sports conversation for
mainstream America. As soccer continues to evolve
in the U.S., ENL will be the driver for this growth and
will make it part of the American quilt.   but a new American reality of how tastes buds are
Overall trends in sports consumption also suggest
that ENL is not opposed to following a sport that
innately speaks to their sense of heritage; but they
are looking for alternatives / options that allows
them to make it their own. For instance, in terms of
Combat Sports, Boxing and Wrestling have seen very
28
PASSION “
POINT:
CULINARY
little gains (or even plateaued, as some would argue)
over the past five years with ENL. However, ENL is
now 23% more likely than the General Population to
be following the Ultimate Fighting Championship – a
new and viable alternative to fulfilling their inherited
desire for Combat Sports.
When it comes to other traditionally-American sports,
ENL seems to be moving from a team model to one
that supports individuals that they can connect with
personally; and as a result there is a plethora of
sports that are enjoying significant gains with this
segment including NBA, MLB and Action Sports.
HAILED AS BOTH THE ‘FATHER OF MODERN SOUTHWEST CUISINE’
AND THE ‘KING OF MODERN LATIN COOKING,” NEW MEXICO–
BORN JOHN RIVERA SEDLAR IS A VETERAN. HIS TWO LATEST
LOS ANGELES EATERIES DRAW ON HIS MEXICAN ROOTS AND HIS
TRAVELS THROUGHOUT LATIN AMERICA AND SPAIN. BUT RIVERA
SEDLAR DOESN’T JUST HIDE OUT IN THE KITCHEN: HE’S COMPETED
ON IRON CHEF AMERICA AND TOP CHEF MASTERS AND SERVED AS
SPOKESMAN FOR PATRÓN TEQUILA FOR YEARS. LATINA MAGAZINE
Food has always been a center piece for Hispanics.
Meal times are important because its when the
family comes together, connects and shares their
”
look for experiences that are healthy and different
from their own day-to-day dishes. This leads them to
add their own unique twists to food culture because
they are adapting what they like from American
daily experiences. It is a bonding experience
and a tradition that Hispanics are proud of and cuisine as well as others and are creating new Latin
want to pass down to their children regardless of Fusion dishes that are attractive to others. Latin food
acculturation level. They take pride in their dishes such as tortillas are becoming American staples
and also their new creations. as they no longer are seen as exotic but rather an
alternative to the burger bun.
El Nuevo Latino enjoys their traditional meals but,
they are also exposed to many more flavors and Latin cuisine growing and influence mainstream
cultures which they embrace and have started to American cusinine. Not only are you seeing more
fuse into their own dishes. This is a reflection of representation in grocery aisles but, you are seeing
it also with those who are influencing cooking
being ambiculturals and growing up in a time where
culture. With Chefs becoming household names,
recipes and new creations can be discovered using
it is evident that Latino food is no longer a trend
digital social and mobile platforms.
evolving thanks to Chefs who have paved the way
ENL are more involved with their food choices
such as John Rivera Sedlar to new comers like Aaron
compared to their other Millennials counterparts and Sanchez.
they are proud to share their heritage through their
food. They are more likely to cook at home because
they believe it’s healthier but, when they go out they
29
 PASSION “ HISPANICS ARE 37 PERCENT MORE
POINT:
LIKELY THAN THE GENERAL POPULATION
TO PUBLISH A BLOG ON A BLOGGING
DSM
DIGITAL PLATFORM OR A SOCIAL NETWORKING
SOCIAL
MOBILE
SITE. NIELSEN
Technology is a bridge between the past and the
future. For the ENL, technology enables real and
virtual connections between generations. It is also
an important tool that enables ENL to discover,
research and recommend products, brands and
experiences to their peers, parents and extended
family members.
In the recent past, technology was a luxury and if
Hispanic families invested in it, there was one device
that was shared. Currently, with technology being so
accessible via smartphones it has helped close the
‘digital divide’ and allowed EL Nuevo Latino to create
their own spaces and express themselves freely in
authentic, relevant and inspiring ways.
They are using technology to facilitate their day-to-
day lives as well as to connect with other passion
points which run the gamut of sports, music, food,
travel, connecting with friends and family etc. ENL’s
value networking and are aware that the DSM space
helps them to expand their social networks by
opening doors (e.g. job / career) and paving paths
for the future.
30
PASSION
POINT:
GAMING
”
Technology and social media are the primary
mediums for El Nuevo Latino’s to express
their ambiculturalism and demonstrate the
transculturation of millennial America. Culinary,
music and socio-political platforms serve as models
for ways in which ENL are leveraging DSM in order to
share and modernize recipes, co-create and curate
music and catalyze social movements.
The DSM landscape allows them to openly identify
with savvy brands and properties that act as conduits
for their multifaceted identities and emerging values.
“ 68% OF LATINO HOUSEHOLDS
SPEND MORE TIME WATCHING
VIDEO ON THE INTERNET
COMPARED TO NON-HISPANIC
WHITES. NIELSEN
Gaming is another passion area that is very social
and shared highly among Hispanics. In fact,
according to a recent study, Hispanics are now
purchasing and playing more video games than the
general market.
Hispanics make up almost one-in-four (23%) Hard
Core Games* and one-in-six (17%) Avid Gamers**
(17%). It’s a big part of family life and how decisions
are made on consoles and games is based on the
appeal for the whole family. Since 59% of Hispanic
Millennials (18-29 years old ) live at home it is an
important form of entertainment for the whole family
and a decision that isn’t taken lightly.
Even though gaming devices are used among many
family members in the same household, the fact that
games are no longer constrained to one player or
multiple players in one physical space is of interest.
This means that not only is ENL influencing within the
home but to that of their blended family as many will
play others outside their physical home. That is why
”
word of mouth, recommendations and reviews are
the most influential source for Hispanic gamers
when it comes to their purchases.
Gaming leads the trend of socializing on and off
the screen and being able to share that via various
social media channels and this trend will continue to
increase as ENL continue to explore the possibilities.
COMPARING MONTHLY TIME SPENT BY HISPANIC
CONSUMERS VERSUS THE TOTAL U.S POPULATION
USING A GAME CONSOLE (HH:MM)
07:52
07:07
WATCHING VIDEOS ON INTERNET (HH:MM)
08:21
MOBILE SUBSCRIBERS WATCHING VIDEOS
ON A MOBILE PHONE (HH:MM)
06:22
HISPANIC 2+ GENERAL U.S. POPULATION 2+
31
 MARKETING
IMPLICATIONS
Demonstrate that you understand
Transculturalism and the new
paradigm shift they live in today.
ENL yearns to stay connected to their
roots and value culture. Being unique
is a plus in today’s world and the more
open you are and allow them to be
the more they will be attracted to your
brand. Show them you understand and
give them the opportunity to explore
and learn about your culture too. Give
them the chance to choose how they
want to use your brand to reflect their
identity and give them the cultural
capital they seek.
32
Do not be afraid to speak to ENL
in both languages.
Successful engagement with the ENL
consumer means understanding how
they use language. With their need
for self expression at an all time high
allow them to pick the language and
have bilingual conversation with you
and your brand. Whatever approach
you decide to take make sure you have
an honest and natural conversation
with them.
Offer opportunities to obtain
a quality education.
With ENL placing a greater value on
education (than previous generations),
brands have an opportunity to increase
their visibility by creating programs
that improve the local youth chances
of obtaining a good education. They
support and are loyal to brands that
help them achieve their dreams.
Bet on platforms that effectively and
efficiently engage with this segment.
The rise in influence of the Hispanic
Millennial segment and proliferation
of soccer and UFC as mainstream
sports are converging to yield powerful
sports marketing platforms that cannot
be ignored. However, there are other
platforms with positive trends that
are worth paying close attention to
(i.e. NFL, NBA, MLB, Action Sports,
Video Games) and present strong
opportunities to speak to this audience
in an authentic fashion.
33

AT&T
UNDERSTAND ENL’S DIVERSITY AND CULTURAL NUANCES AND PROVIDE THEM
WITH PLATFORMS TO SHOWCASE THEIR PRIDE AND DIVERSE LIFESTYLES.
In efforts to engage Hispanic Millennials, AT&T
partnered with Vice’s creative agency Virtue to create
6.CASE
a documentary- style campaign highlighting ENL’s
culture, family, language and the role of technology
in their lives.
STUDIES
The campaign, “Between Two Worlds” is part of
AT&T’s The Mobile Movement (TMM) which seeks
to highlight Millennials ‘always-on’ lifestyle. The
campaign features a series of ads and DSM initiatives
that showcase the lives of these dynamic tech-savvy
consumers. The campaign was shot in with a keen
linguistics insight; Spanish for traditional Spanish-
language broadcast media.
34
“
THE #BETWEENTWOWORLDS
CAMPAIGN IS SEEKING TO
REALLY RESONATE WITH
HISPANIC MILLENNIALS BY
ALLOWING THEM TO TELL
THEIR STORY OF WHAT IT
IS LIKE TO LIVE IN THIS
AMBI-CULTURAL WORLD.
VANESSA ASTROS, ATANDT
”
- Provide platforms that showcase ENL
ambicultural identity:Hispanic Millennials
live in what seems two worlds yet, they have
created the ability to function seamlessly in
A Spanglish direction was chosen to reach a larger two or more cultures. They are proud of their
breath of ENL consumers. This version will be the new identity and providing them with platforms
first of AT&T’s TMM marketing initiatives to hit to express themselves is key to fostering
traditional TV and cable networks, as well as the emotional connections.
web-e.g. Facebook, Twitter and Tumblr. This is a bold
move from AT&T as they move away from selling
- Embrace Spanglish:This merging of language
their products and services to engaging their target
in manner to foster emotional connectivity. is a reflection of their cultural shift and knowing
how to use it, when to use and where to use it is
important when trying to reach ENL. Switching
between the languages is natural and if done
right brands can engage this consumer in an
authentic manner.
35
 CHEVROLET
RECOGNIZE THEIR INFLUENCE AS EARLY ADOPTERS OF TECHNOLOGY WHILE
GIVING A NOD TO RE-INTERPRETED PASSION POINTS.
During the 2014 World Cup, Chevrolet launched a
campaign leveraging their knowledge of Hispanic
Millennial s’ media preferences , passion points and
language usage.They aired this campaign during the
world cup because they could passionately engage
both ENL and their older Hispanic counterparts.
The brand made a conscientious choice to
highlight new technology in Chevrolet models
due to their knowledge of the ways in which their
Hispanic target over-indexes in technology adoption
and consumption.
36
“ CONNECTING
WITH HISPANIC
CONSUMERS IN A
MEANINGFUL WAY
IS AN IMPERATIVE
AT CHEVROLET.
” ”
- Be aware that technology is a key passion
point for ENL: Hispanic Millennials embrace
technology because it keeps them ‘in-the-know,’
helps them stay connected and gives them a
The Chevy Cruze spot highlights 4G LTE Wi-Fi voice. It’s important for brands to understand
technology. This groundbreaking technology is being how and why they are over-indexing in this area
tested within the Hispanic market prior to it’s general in order to create products or leverage the right
market roll-out. platforms to engage them authentically.
- Understand why soccer is important to
Hispanics and how it differs between ENL and
their older counterparts: Soccer is important
for both segments but, they are attracted to the
sport for different reasons. Understanding these
nuances will help brands create campaigns
that resonate well with multiple targets and will
demonstrate a keen cultural awareness.
TARGET
SOMETIMES LEADING WITH A TOTAL MARKET APPROACH CAN RESONATE
POWERFULLY WITH THE ‘GENERAL MARKET.’
Research has shown that 63% of Americans
believe that Hispanics are influencing
mainstream America through music.
Understanding this influence Target created a
campaign that tapped into the new American
mainstream by using a multilingual version of
the classic children’s song, “If You’re Happy and
You Know It, Clap Your Hands.”
When asked to comment on their strategy for
this campaign, a Target spokesperson said
““As our nation’s population continues to shift,
Target will continue to position our brand and
merchandise in a way that’s relevant with the
new mainstream.
“ UNDERSTANDING
HISPANIC MILLENNIALS
INFLUENCE, TARGET
CREATED A CAMPAIGN BASED
ON THEIR KNOWLEDGE OF
THE INTERSECTION BETWEEN
ENL AND MILLENNIALS.
- Acknowledge that mainstream America is
browning and Hispanics are leading the way
in this demographic shift: Hispanic Millennials
live in what seems two worlds yet, they have
created the ability to function seamlessly in
two or more cultures. They are proud of their
new identity and providing them with platforms
to express themselves is key to fostering
emotional connections.
- Understand their media mix and language
usage per platform: 65% of Hispanic Millennials
are US born ; English may be their primary
language but, they account for 73% increase
in bilingualism since 2003 meaning they
consume content and media in both languages.
Target tapped into this knowledge and create a
successful campaign for both Latinos and GM.
37
 CONTACT
DETAILS
- Acknowledge that mainstream America is
browning and Hispanics are leading the way in
this demographic shift: Hispanic Millennials live
in what seems two worlds yet, they have created
the ability to function seamlessly in two or more
cultures. They are proud of their new identity
To learn more,
and providing them with platforms to express
themselves is key to fostering emotional
please contact:
connections.

- Understand their media mix and language

Bobby
usage Jones,65% of Hispanic Millennials
per platform:
are US born ; English may be their primary
Vice President,
language but, they account for 73% increase
in bilingualism since 2003 meaning they
Octagon
consume Access
content and media in both languages.
Target tapped into this knowledge and create a
212-537-8583
successful campaign for both Latinos and GM.
bobby.jones@octagon.com