Segmenting multi-generational families: Hispanic marketers need to move from 1:1 to 1:X

Discusses the opportunity for brands to capitalize on a prevailing yet hidden dynamic among multi-generational Hispanic families - how the bilingual English Language First (ELF) family member translates, informs and advises their parents’ consumer decisions.

Segmentation

This article is part of a series of articles from the WARC Guide to Segmentation. Read more.

The opportunity

Today’s Hispanic market is 64 million strong and represents 20% of the total U.S. population. Additionally, it has $2 Trillion in GDP...