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HISPANICS AND AMERICAN CULTURE AND IDENTITY - US - JANUARY 2018

Published By :

Mintel

Published Date : Jan 2018

Category :

Lifestyle

No. of Pages : N/A

Hispanics will continue to gravitate toward biculturalism. Communications technology such as social media allows US Hispanics to stay connected with family members in other countries. Meanwhile, the sizable and relatively young market creates opportunities in the US for Hispanics to keep their culture alive through daily interactions. Hispanic moms’ will to instill Hispanic values and traditions is yet another factor driving biculturalism

Table of Contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
The issues
Hispanics are not a homogeneous group
Figure 1: Hispanics’ cultural attitudinal segments, September 2017
For Hispanics, it’s all about family
Figure 2: What defines Hispanics – Select factors, September 2017
Spanish is not going away, but it is making things complicated
Figure 3: Importance of speaking Spanish and Spanish-language media, by level of acculturation and household income, September 2017
The opportunities
Embrace personal interests
Figure 4: With whom Hispanics spend time – Personal interests, by location and by level of acculturation, September 2017
Embrace duality
Figure 5: Hispanics’ cultural duality, September 2017
Embrace what matters
Figure 6: Important factors affecting culture – Select factors, September 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Hispanics are not a race
Hispanics are many
Hispanics are a significant share among younger generations
Various levels of acculturation may be found under the same roof
Hispanics are bilingual
Hispanics are value-oriented consumers
English is the great equalizer
THE HISPANIC POPULATION
Who are Hispanics?
Figure 7: Hispanic origin question from US Census, 2010
Figure 8: Hispanic population, by country of origin/heritage, 2015
Hispanics number almost 60 million
Figure 9: Population by race and Hispanic origin, 2012-22
Hispanics are young
Figure 10: Distribution of population, by age and race/Hispanic origin, 2016
Larger families hint at multiple levels of acculturation under the same roof
Figure 11: Average household size, by race and Hispanic origin, 2016
Figure 12: Households with related children, by race and Hispanic origin of householder, 2016
Hispanics can go back and forth between English and Spanish
Figure 13: Language(s) Hispanics speak at home, July 2016-August 2017
Figure 14: Language(s) Hispanics speak at home, by age, July 2016-August 2017
Hispanics’ median household income is lower
Figure 15: Median household income, by race and Hispanic origin of householder, 2015
Figure 16: Household income distribution, by race and Hispanic origin of householder, 2015
Fluency in English levels the playing field for Hispanics
Figure 17: Self-reported household income, by Hispanic origin and language spoken at home, July 2016-August 2017
HISPANICS IN 2018 – WHAT YOU NEED TO KNOW
Hispanics superimpose cultures
There are four cultural attitudinal segments for Hispanics
It’s getting (more) complicated
ACCULTURATION: BALANCING THE AMERICAN AND HISPANIC CULTURES
Why is level of acculturation important? Does it work?
What is acculturation?
Hispanics are gravitating toward biculturalism
Figure 18: Hispanics’ cultural attitudinal segments, September 2017
CULTURAL ATTITUDINAL SEGMENTS
Not all Hispanics are the same
Figure 19: Hispanics’ cultural attitudinal segments, September 2017
Hispanic Bridge Builders (36%)
Opportunities
Characteristics
Figure 20: Profile of Hispanic Bridge Builders, September 2017
Hispanic Soul Finders (27%)
Opportunities
Characteristics
Figure 21: Profile of Hispanic Soul Finders, September 2017
Hispanic Soul Searchers (22%)
Opportunities
Characteristics
Figure 22: Profile of Hispanic Soul Searchers, September 2017
Culturally Detached Hispanics (15%)
Opportunities
Characteristics
Figure 23: Profile of Culturally Detached Hispanics, September 2017
WHAT’S NEXT?
A more sophisticated market
A more fragmented market
A more fairer sex
THE CONSUMER – WHAT YOU NEED TO KNOW
Hispanics are defined by family
Acculturated Hispanics live in a more diverse world
Hispanics are optimistic, but…
Hispanics embrace both cultures
Culture is not static
Holidays are time for family
WHAT DEFINES HISPANICS?
It’s complicated
Figure 24: What defines Hispanics, September 2017
Moms are key to maintaining cultural traditions
Figure 25: What defines Hispanics – Select items, by gender and parental status, September 2017
The definition shifts with acculturation
Figure 26: The importance of cultural traditions, by level of acculturation, September 2017
WITH WHOM HISPANICS SPEND TIME
Hispanics see diversity outside the home
Figure 27: With whom Hispanics spend time – Cultural background, by location and by level of acculturation, September 2017
Personal interests bring people together
Figure 28: With whom Hispanics spend time – Personal interests, by location and by level of acculturation, September 2017
Spanish is not going away
Figure 29: With whom Hispanics spend time – Language, by location and by level of acculturation, September 2017
Faith is something personal
Figure 30: With whom Hispanics spend time – Religious beliefs, by location and by level of acculturation, September 2017
Diverse political views can create tension
Figure 31: With whom Hispanics spend time – Political views, by location and by level of acculturation, September 2017
HISPANICS’ LIFE APPROACH
Hispanics want to feel in control of their lives
Figure 32: Hispanics’ approach toward life, September 2017
Younger Hispanic women less likely to feel in control of their lives
Figure 33: Hispanics’ approach toward life, by gender and age, September 2017
Higher household income can bring some peace of mind
Figure 34: Hispanics’ belief they are in control of their lives, by level of acculturation and household income, September 2017
HISPANIC CULTURAL PRIDE
This is home
Figure 35: Hispanics’ cultural pride, September 2017
Embracing of American culture goes hand-in-hand with household income
Figure 36: Hispanics’ embracement of American culture, by level of acculturation and household income, September 2017
Change affects all Hispanics
Figure 37: Hispanics’ perception of change, by level of acculturation and household income, September 2017
IMPORTANT FACTORS AFFECTING CULTURE
Many things go into culture
Figure 38: Important factors affecting culture, September 2017
Figure 39: Important factors affecting culture, by gender and age, September 2017
Preparing and eating Hispanic foods
Figure 40: Hispanics’ eating habits, by language spoken at home, July 2016-August 2017
Maintaining a strong link with extended family
Figure 41: Importance of learning about the Hispanic and American cultures, by gender and parental status, September 2017
Figure 42: The importance of family reunions, by language spoken at home, July 2016-August 2017
Learning about American and Hispanic cultures
Figure 43: Importance of learning about the Hispanic and American cultures, by gender and age, September 2017
Figure 44: Importance of learning about the Hispanic and American cultures, by level of acculturation, September 2017
Speaking Spanish and Spanish-language media
Figure 45: Importance of speaking Spanish and Spanish-language media, by level of acculturation and household income, September 2017
HISPANICS AND HOLIDAYS
Hispanics embrace both American and Hispanic holidays
Gifts are “social currency”
Search for value may lead to year-round shopping
Some Hispanic holidays are faith related
Figure 46: Hispanics’ attitudes toward holidays, September 2017
Figure 47: Hispanics’ attitudes toward holidays, by gender and age, September 2017
Figure 48: Hispanics’ attitudes toward holidays, by level of acculturation, September 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Terms
APPENDIX – THE CONSUMER
Figure 49: Hispanics and religion, by language spoken at home, July 2016-August 2017

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