Latinos are the New Face of the American Family

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THE FUTURE AMERICAN FAMILY: LATINOS Study Released Today as First in TruthCo. Series Exploring the Changing Face of the American Family

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"The Latino population in the U.S. is a key driver of American tastes, values and culture, as opposed to just a marginal (or marginalized) influence." TruthCo.'s Linda Ong

TruthCo. released the unprecedented findings of their first study in a new series on the changing face of the American family, THE FUTURE AMERICAN FAMILY: LATINOS. From the political landscape and community engagement to popular television shows and box office sales, the ascendance of Latinos in the U.S. is not only having a demographic impact, but a historically significant cultural impact. This is a unique, unprecedented, and pivotal time for American families.

This social phenomenon is critically important for media and marketers to understand, with Latinos making up 30% of the population by 2050 (Pew Research) and biculturals already playing a huge role in driving the direction of U.S. cultural and economic trends. Businesses and brands can’t grow or build their audiences without understanding and including Latinos as growth drivers for their plans – they are no longer a niche market. The traditional approach to targeting specific audiences has been focused on segmented profiling of specific groups to categorize that group’s differences. That approach won’t work today with the large, multicultural, and influential Latino population that is over 54 million strong.

The key findings from THE FUTURE AMERICAN FAMILY: LATINOS offers an in-depth look at a consumer force that is defining the future of America across disciplines and industries:

  • Individualized: The Latino family includes second and third generation Latinos who are bilingual or only speak English, and feel equally tied to their American-ness as part of their heritage. They can’t be typified by one unified look, language or country of origin. To divide or lump them into one category or demographic would be considered offensive. Their role models range from Pitbull and J. Lo, to Sonia Sotomayor and Julian Castro, to the latest fashion blogger to a digital entrepreneur - whatever their race.
  • Influencing General Market: Latinos no longer hold a minority status in the U.S. and will soon represent the national majority. In both number and attitude, Latinos are more mainstream than marginal, and their multi-generational family structure is reflective of a national trend. Like their Millennial counterparts, biculturals are taking the lead in the general market, their ideas and actions driving the culture at large.
  •     Biculturals are Cultural Translators: Latino families are undergoing transformation as their Millennial children – biculturals – come of age and start families of their own. Biculturals identify themselves as equally Latino and American, and serve as information and decision-making hubs for their families, and so want to see their values, views, and experiences reflected in the general marketplace.
  •     Engaged Citizens: With an unwavering faith in the institution of democracy, biculturals are vocally and actively engaged in civic life – and not just for Latinos. Predominately made up of Millennials, they value social justice, have a strong sense of family and work, are educated, resourceful, hopeful, and positive. Since they have so much at stake, they are incredibly engaged and proactive in all aspects of society.

TruthCo. is an independent consultancy that analyzes, focuses, and amplifies the intersection of brands and culture. Follow the conversation #futurefamilylatinos and @TeamTruthCo.

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Bronagh Hanley
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