Hispanic Gen Zs, born between 1997 and 2010, account for about 14.7 million of the 59.5 million Gen Zs in the US (about one quarter of the generation).
While their discretionary spending is more focused on appearances and experiences, there is a clear opportunity to support them in managing budgets to achieve long-term goals like starting a family and homeownership, particularly as their financial situation and thinking about their future are the top sources of stress. While they are anxious about what lies ahead, there remains a strong sense of optimism, illustrating the nuanced nature of this generation.
Hispanic Gen Zs’ influence will continue to grow as the full generation enters adulthood and their spending power increases. It is crucial for companies to adapt their marketing strategies and products to meet their needs. This generation values authenticity, diversity, inclusivity and fun. Companies that align with these values will be more likely to earn their loyalty.
This report looks at the following areas:
- Hispanic Gen Z characteristics and cultural context
- Aspects of home life, family dynamics and work and school
- How they spend their free time, attitudes toward social media and spending priorities
- Stressors, concerns and values, and future outlook
- Perceptions of self and others from Gen Z and older generations
- Perspectives of brands related to representation and authenticity
- Attitudinal segments and characteristics of Hispanic Gen Z adults
- Hispanic Gen Z teens’ home life, use of and attitudes towards social media, entertainment, socializing and more
Hispanic Gen Zs are in a transitory period. Their dynamism points to the importance of understanding diverse segments and speaking to what they value.
Stefanie Kundakjian, Research Analyst
Market Definitions
This Report examines Gen Z attitudes and behaviors from a marketing standpoint. Gen Z consumers are defined as being born 1997-2010. In 2024, members of Gen Z are between the ages of 14 and 27. For the purposes of this Report, Mintel has further defined Gen Z consumer segments as the following:
- Gen Z teens: those aged 14-17
- Gen Z adults: those aged 18-27
Similar to the US Census, Mintel defines Hispanics as those who report being of Hispanic or Latino origin or descent, such as Latin American, Mexican, Puerto Rican or Cuban. There are over 63.5 million Hispanics in the US in 2023, representing 18% of the total US population.
“Hispanic” entails anyone who has origins from a Spanish-speaking country, and “Latino/Latina” denotes individuals who have origins in a Latin American country, regardless of whether it is a Spanish-speaking country. Latinx and Latine are gender-neutral terms, while the former is mostly used by English speakers, the latter is the Spanish equivalent. This Report covers all consumers, and terms are used interchangeably throughout to reflect the diversity of this demographic.