Wave 1: Introducing Hispanic Millennials
Hispanic Millennials in the U.S. have come of age facing the effects of the Great Recession, the war on terror, major healthcare reform, and high unemployment rates. At the same time, Hispanics have become more influential in terms of wealth, educational attainment, and politics.
The first wave of the Hispanic Millennial Project analyzes how these changes have transformed Hispanic Millennials’ worldviews and compares their attitudes to those of non-Hispanic Millennials.
Understanding these nuances can allow brands to better message Hispanics and to engage with this growing audience on a more culturally relevant level.
Wave 2: Hispanic Millennials and Healthcare
The second wave of the Hispanic Millennial Project focuses on healthcare. It analyzes Hispanics’ attitude toward health, wellness, nutrition, and exercise. The study also dives into Hispanic Millienials’ perceptions of health-related technology, health insurance, and the Affordable Care Act. This wave reveals that Hispanic Millennials are at the forefront of the health tech “craze” across the nation, but that their cultural views on health still nuanced, while still rooted in traditions from older Hispanic generations.
Wave 3: Hispanic Millennials and Financial Services
In the third wave, the Hispanic Millennial Project examines Hispanics’ perceptions of financial services during the “too big to fail” era.
Although a significant percentage of Hispanic Millennials earn below the U.S. median household income, they are self-supporting, proactive savers, and often contribute significantly to overall household incomes.
The study challenges misperceptions about how Hispanics handle finances, and reveals that this group is pragmatic with money. Overall, this wave analyzes how cultural norms,the effects of the Great Recession and technology affect the way Hispanic Millennials approach finances and relationships with banks.
Wave 4: Food, Beverage and Alcohol
The fourth wave of the Hispanic Millennial Project focuses on Millennial attitudes, behaviors and preferences for Food, Beverages and Alcohol.
Among the key findings, we learn that although Hispanic Millennials are less likely to conduct research or use coupons, they are actively involved in grocery shopping. Leveraging the insights found in our research, we have identified a list of five important implications for marketers.
The study looks not only at deep cultural roots, but also at how we define ourselves, socialize and how we share our most meaningful experiences. This wave confirms some traditional beliefs that align with the general market, but also exposes some unexpected conflicts within this crucial segment of the total market.
Wave 5: Media, Technology and Entertainment
WAVE 5A: ENTERTAINMENT
The fifth wave of the Hispanic Millennial Project examines the media, entertainment and technology world of Multicultural Millennials. In this first of four parts of Wave 5, we will specifically examine Multicultural Millennials and the impact culture plays in their attitudes and interactions with entertainment. This wave will show that entertainment not only has deep cultural roots for the different Millennial cohorts, but also plays an important role in how they express their cultural identity, how they define themselves, how they socialize, and how they share their most meaningful experiences.
WAVE 5B: MOBILE AND SOCIAL MEDIA
The fifth wave of the Hispanic Millennial Project examines the media, entertainment, and technology world of Multicultural Millennials. In this second of three parts, we will specifically examine Multicultural Millennials and the impact culture plays in their attitudes and interactions with mobile technology and social media.
WAVE 5C: GAMING AND WEARABLE TECHNOLOGY
The final installment of the fifth wave of the Hispanic Millennial Project focuses on the attitudes and opinions that Multicultural Millennials have on gaming and wearable technology. This wave will examine how culture plays a role in how Multicultural Millennials play video games. This wave also takes a peek into whether Multicultural Millennials are embracing wearable technology.