The Latine Gen Z community is igniting a powerful transformation in redefining the very essence of the American dream. They’re fearlessly tackling challenges head-on, propelling themselves toward a future that will look very different than anything we’ve seen before.
In part one of My Code Intelligence Center’s 2023 Latine Gen Z Influence Report, developed in partnership with the leading minority-owned Latine digital publication, creative agency and production studio Remezcla, we delve into this demographic’s impact on education, the future of work and entrepreneurship, politics, and immigration to equip marketers with key insights to better engage with this influential community. Our findings confirm their leading role as trendsetters, tastemakers, and influencers, who will shape our world for generations to come.
RESHAPING OF EDUCATION
Within the sphere of education, Gen Z Latines are both beneficiaries and architects of change. 56% believe they have more opportunities to pursue higher education than the generation before them, and 50% say they are the first in their family to continue their education beyond high school. With the support from their family and optimism for future opportunities, they are uniquely positioned to navigate their education and careers with confidence, self-aware of their cultural power and the impact their voices have on the future of this country.
- 53% of Gen Z Latines say that job opportunities have influenced their decision to pursue higher education, while 52% say they were influenced by family.
- 77% of Latine Gen Z are enrolled or plan to enroll in a post-secondary educational program.
- Since 2010, the number of Latines enrolled in college in the U.S. has increased by 1.2 million
Not only will the future of education include more college attendees of Latine descent, but the coursework will also adapt to be influenced by the culture. The University of San Diego is offering a journalism course focused on the cultural impact of global Reggaetón superstar, Bad Bunny, making it one of the first in the country to offer Latine Gen Z focused classes to Gen Z students.
Despite these growing numbers, 7-in-10 of Latine Gen Z say they have faced challenges in pursuing higher education. 57% said cost of tuition was the biggest challenge faced in pursuing higher education, followed by 47% saying family responsibility was their biggest challenge.
Brands are providing funding to help Latine Gen Z attend college, including Cheetos – under its brand campaign Deja Tu Huella, which translates to “Leave Your Mark”, the brand has launched the Deja Tu Huella Fund which will award 500 Uplift Scholarships to students during the 2024 school year at 12 community colleges classified as Hispanic-Serving Institutions (HSIs).
REPRESENTING A GROWING ENTREPRENEURIAL FORCE
Due to pandemic employment hardships, corporate bias and lack of real diversity culture, Corporate America has become unappealing to many Latine Gen Zers. In fact, 6-in-10 Latine Gen Zers believe corporate jobs do not seem as promising as they used to be. Gen Z doesn’t see corporate life the same way as previous generations, and through popular platforms including Tik Tok and Instagram, Gen Z behaviors in the workforce have become viral content.
Fewer Latine Gen Zers express interest in corporate and instead show interest in building, owning, and growing their own successful future:
- 60% of Latine Gen Zers believe people in future generations will choose to be self-employed.
- Nearly 30% already view themselves as entrepreneurs
- 66% admit to some level of interest in becoming an entrepreneur
- Close to 40% of Latine Gen Z women entrepreneurs are in the creative or beauty field
Latine business owners largely self-fund their startups, with 70% of their funding coming from personal savings compared to 6% coming from commercial loan funding. Startup costs are the leading challenge for Gen Z Latines in becoming an entrepreneur at 59%, followed by fear of failure at 55%.
Annual Latine-owned businesses currently contribute $800 billion to the U.S. economy, yet 86% of institutional venture capital firms have no Latine professionals. The world needs to catch up and fund Latine Gen Z’s boundless potential; providing more accessible paths to capital and credit to cover startup costs and stimulate Latine Gen Zers’ business pursuits will lead to wider economic inclusion and growth.
POLITICAL MOBILIZATION & IMPACT
Latine Gen Z believes the current U.S. political landscape is ineffective and lacks a political party that strongly represents and resonates among their community.
- 70% of Latine Gen Zers are currently registered to vote and even more plan to make their voices heard in the 2024 elections.
- 1-in-3 are either non-partisan or unsure of their political affiliation, suggesting that today’s politicians lack in their ability to inspire and activate this highly influential population.
- Politicians’ inability to fully appeal to this demographic mirrors a lack of voter understanding that emanates from true representation, as well as empty campaign promises.
- 68% of Latine Gen Zers are interested in politics and community impact is the leading driver of political engagement
Gen Z Latines greatly honor and respect the paths their families have taken, and within the modern landscape, these family histories have instilled in them a compelling motivation to cultivate political awareness and actively engage in the process.
- 9-in-10 Latine Gen Zers under 18 are U.S. born, and nearly half are second generation citizens
- Nearly 4-in-10 cite family as their primary motivation for being politically aware
- In the upcoming presidential election, 52% will only vote for a candidate that shares their views on immigration
- 62% believe immigrants are important to the nation’s success, with their invaluable contributions to American culture, economic growth, population diversity, and employment growth.
- 68% feel undocumented Latine immigrants working in the U.S. should be allowed to become citizens over time.
This generation of Latines is not interested in dismantling the political landscape by excluding all others. They want to reshape the system by infusing it with the understanding of and empathy for the challenges their community has faced on their paths abroad and at home in this country.
REDEFINING THE FUTURE FOR THE WORLD
The Latine Gen Z community is sparking a profound revolution in reshaping the core concept of the American dream. They are boldly tackling obstacles, propelling themselves towards a future that will look very different than anything we’ve seen before
Download the first part of My Code Intelligence Center’s 2023 Latine Gen Z Influence Report now to dive further into the intricate thoughts and behaviors of the powerful Gen Z Latine community.
Together, we will create strategies that transcend borders, bridge cultures, and make a lasting impact on the minds of young people around the world.
