Hispanic Millennials Are Optimistic About The Future

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Just One of the Key Findings in First Research Wave of the Hispanic Millennial Project by Sensis

The Hispanic millennial segment is potentially one of the most important and misunderstood consumer segments in the country.

Sensis, a cross-cultural advertising agency with digital at its core, released the first wave of research focused on U.S. Hispanic millennials and found them to be more driven by the American Dream than non-Hispanic millennials. This is just one of a number of key findings in the first part of this extensive research project, conducted in conjunction with the market research firm ThinkNow Research.

“Hispanic millennials have grown up during a very challenging time in the United States, facing the recession, the war on terror, health care reform and high unemployment,” Sensis President José Villa said. “Despite those challenges, Hispanic millennials are more satisfied with the direction of the U.S., they’re more driven by the American Dream and more invested in higher education than their non-Hispanic peers.”

The first wave of research dove into the following topics:

  •     Hispanic millennial perception on the direction of the U.S.
  •     Hispanic millennial beliefs in the American Dream
  •     Hispanic millennial definitions of success
  •     Hispanic millennial contributions to the household

“The Hispanic millennial segment is potentially one of the most important and misunderstood consumer segments in the country,” Villa said. “By delving into their mindset, we hope to unlock for brands and marketers a deeper understanding of how to engage with Hispanic millennials in a more culturally relevant way.”

This is the first of multiple waves of research scheduled for release this year. To download a copy of the first chapter of the report, plus subsequent chapters, please visit HispanicMillennialProject.com.

About Sensis
Sensis is a cross-cultural advertising agency with digital at its core. Founded in 1998, the agency got its start building websites and has since expanded into a full-service advertising agency. The agency’s unique integrated model – fueled by ethnic insights – combines a cross-cultural approach to the general market with core digital capabilities. Focused on performance and measurement, Sensis was built from the ground up to address the foundational changes taking place in the advertising world – the fundamental role of digital media, mainstreaming of multicultural markets, and the transformative impact of social technology. Agency clients include DIRECTV, United Healthcare, the FDA, Metrolink, AARP, the U.S. Coast Guard Academy, Tadin Herb & Tea, and Southern California Public Radio. For more information, visit SensisAgency.com.

About ThinkNow Research
ThinkNow Research provides innovative online market research solutions for companies looking to understand the U.S. Hispanic consumer. We specialize in researching the U.S. Hispanic demographic and other hard-to-reach consumers in order to deliver high quality research to our clients that bear actionable and meaningful results. Discover Hispanic consumer behaviors or Hispanic shopping trends by our uncanny ability to research Hispanic online communities.

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Sean Wood
KGB Texas
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