With one-in-four Gen Zers identifying as Latine, it is vital to recognize and comprehend this audience beyond traditional stereotypes. This report delves into the intricacies of the cultural values, ethnic backgrounds, and significance this audience places on preserving their roots. As we explored these dimensions, the question arose: How can brands authentically connect with Latine Gen Z beyond simple linguistic considerations?

Nearly 9-in-10 Latine Gen Zers say they are proud of their culture, and so we turn to that culture to uncover ways to connect:

• 86% of Gen Z Latines identify music as a primary passion point.

• 74% of Latine Gen Zers feel ingredients and food types are important to their culture.

• 72% of Latine Gen Zers believe that fútbol holds a central place in their cultural identity.

KEY FINDINGS

• An overwhelming 79% of Latine Gen Zers express the desire to learn more about a brand when it utilizes imagery that the audience perceives as authentic.

  • Opportunity: This highlights a valuable opportunity for brands to deepen connections and engagement by ensuring that all creative incorporates genuine representation.

• When exposed to visuals deemed authentic, Latine Gen Zers show a remarkable 4X increase in brand consideration.

  • Significance: The profound impact authenticity has on brand consideration underscores its pivotal role in connecting with this demographic.

• Gen Z Latines list Food, Family, Values and Entertainment as core elements in Latine culture, but they say that displaying them is not enough.

  • Understanding nuance: Culture has to be shown in the right ways in order to connect authentically.

  • In-depth: Latine Gen Z wants to be understood beyond the surface level.

  • Advocating for deeper appreciation: Latine Gen Z recognizes that cultural expressions such as Latin literature, art and folklore are valuable reflections of the richness embedded in Latine heritage.