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.


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 and outspends a non-Hispanic White Household by $500,000 during the course of the Hispanic Household’s existence ($2.5 million vs. $2 million for general market). Hispanic households are larger, and Hispanics outlive their non-Hispanic White counterparts by three years, on average.

Roughly 27% of Hispanic consumers live in multi-generational households. Many more live multi-generationally, long after they’ve...

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