UNDERSTANDING THE LESS-ACCULTURATED HISPANIC MILLENNIAL
During the past years, as researchers, we have noticed that our clients are finding enormous value in understanding Millennials, in our case, Hispanic Millennials. There are many articles, books, blogs, etc. that talk about Millennials. All marketers are paying attention to this audience and are trying to tailor their initiatives to target them better. But, what is really unique about the Hispanic Dominant and Bicultural Millennial? Does this group behave exactly the same as the mainstream millennial?
Ingenium Research decided to leverage its knowledge about this segment over the past years while conducting research for some of our clients, and complement this knowledge with some ethnos among Hispanic Dominant and Bicultural Millennial respondents. Our final outcome portrays the story of four very different Hispanic Millennials while at the same time points out commonalities among them. Some of the most interesting insights that were identified are the specific differences between Less Acculturated Hispanic Millennials vs. mainstream Millennials in terms of concepts such as narcissism, “Peter Pan” generation and “I want it know”, which are very common beliefs about the Millennial segment.