Hispanic Adult Millennials at Work and Play [INSIGHT]

The 2008 economic crash had a profound impact on the hopes and dreams of young adults coming of age in recent years. They grew up in boom times, forever optimistic about their futures–but today’s economy presents challenges they never expected. In this “next normal,” how have their career aspirations and experiences changed? And when there’s time for play, what do they do to unwind?

Tr3s’s soon-to-be-released 2014 study, “Hispanic Adult Millennials at Work and Play,” tackles these questions for Hispanics and non-Hispanics ages 19 to 34. Nancy Tellet, SVP of Consumer Insights and Research for Viacom’s Tr3s, Latin America, and Canada, will be presenting this project at the AHAA (Association of Hispanic Advertising Agencies) conference, “Thinking Under the Influence: The Next Five Years,” later this month. (See below for details.)
 
This exploration covers the full spectrum of Hispanic young adults’ work experiences as contrasted to non-Hispanics – from career preparation and job hunting to commuting, on-the-job tech use, and how they really feel about their bosses and co-workers. It delves into how they define success, what their work “values” are, and which industries they respect and disrespect most. It illustrates the role work plays in their lives, where the boundaries lie between work and personal time – and also reveals the surprisingly “retro” symbol of work life for this generation.

When it comes to leisure, this study uncovers young adults’ most sought-after benefit from play, imparts Hispanics and non-Hispanics’ differing mindsets on the role of alcohol, and reports on the state of Millennial romance. Also included are the 2014 “Cool List,” a ranking of the most fun activities, and the answer to what 3 out of 4 Hispanics do with tablets in their bedrooms…

If you’re coming to the AHAA conference, we hope you’ll check out Nancy’s presentation to hear these insights and many more. (If you can’t, we’ll be releasing these findings through Insight Tr3s in the weeks and months to follow.)

We’d also like to encourage AHAA conference attendees to come see Andrea Strauss, VP of Brand and Consumer Insights for Nickelodeon, who will be presenting the latest on the newest generation of kids, the Post-Millennials. This project, “The Story of Me,” takes a deep dive into the hearts and minds of today’s children, teasing out similarities and differences between Hispanic youth and their general market peers.

The 2014 AHAA conference, “Thinking Under the Influence: The Next Five Years,” will be April 28th through 30th at the Eden Roc hotel in Miami.

Nancy Tellet’s presentation, “Hispanic Adult Millennials at Work and Play” will be on Tuesday, April 29th from 3:00 to 4:00pm.

Andrea Strauss’s presentation, “The Story of Me,” will be on Wednesday, April 30th from 11:45am to 12:45pm.