Since the generation of the Baby Boomers, the most outstanding characteristic of the Latin generations in the United States is its vertiginous growth, said Tribeca Marketing Group.
According to the U.S. Census Bureau, the percentage of Latinos in each generational segment is as follows:
- Baby Boomers: 14%
- Generation X: 19%
- Millennials: 27%
- Generation Z: 35%
Some demographers do not concur about the birth dates of Generation Z, but they agree on them between 1995 and 2010.
That means that Generation Z is already enrolling in the university and will continue to do so for the next 15 years. years.
Another aspect to keep in mind is that Generation Z is the generational segment larger than Baby Boomers and Millennials. According to the Census, in 2015, children under 20 (Gen Z) represented 25.9% of the U.S population (83 million people), making this group the largest generation, surpassing Millennials (22%) and Baby Boomers (23.6%).
These facts indicate that marketing efforts towards Latinos now and in the coming years should take into account the preferences and consumption patterns of Generation Z.
According to José Villa, an expert in Hispanic marketing, “we are just beginning to understand this new generation of consumers. If we look at the Hispanic Gen Z, the research is practically non-existent beyond general data regarding its ethnic composition and nationalities. ”
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Villa continues to summarize cultural features that align with what we know about the psychographic and behavioral characteristics of Hispanics.
For the Generation Z group, advertising will be more effective, if personalization is provided for them. Is your website mobile friendly? Do you have an application that is easy to use?
There are so many social networks that it is necessary to determine which ones to focus your energy on. When it comes to this new generation, you may want to consider the best way to use Instagram, Twitter, and Snapchat to get their attention.
Your marketing strategy could have more impact by emphasizing their inheritance, using elements in both English and Spanish. This generation prefers visual content. Add some phrases in Spanish or visual elements that resonate in your marketing copy, videos, etc. It depends on your brand and goals, but you may want to include messages focused on family values.
It’s certain that Generation Z has already manifested itself within the U.S. landscape and its footprint will continue to grow. Its good performance towards the future may be closely linked to successfully penetrating this segment with a clear value proposition.
Generation Z Characteristics
- Cautious, aware of price and value, and avoid debts.
- Entrepreneurs and wanting to start working.
- Optimists about the future.
- They prefer homemade meals.
- They can work independently and may even prefer it.
- Over connected to the point where it damages your communication skills in real life.
- Need for instant gratification.
- Very determined to solve their needs via Do-It-Yourself, (Do It Yourself) and crowdsourcing solutions, going to their family and social network enabled by technology.