Embracing Heritage: What It Truly Means to Be Hispanic in America

By Maria Lucia Parra – I am a Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.

As Hispanic representation in the United States grows, it becomes increasingly important to understand this community’s diverse experiences and values. According to Pew Research, 45% of Hispanics living in the U.S. are third-generation, making it crucial for brands and organizations to recognize the evolving identity of this vibrant audience. But what does being Hispanic mean to those who live it daily?

To answer this question, we conducted a qualitative exploration with 35 second and third-generation Hispanic individuals across the United States. Their perspectives illustrate the pride and joy they feel in their heritage and how they define their cultural identity in a modern world, balancing deep-rooted traditions with contemporary life.

What It Means to Be Hispanic: A Celebration of Roots and Traditions

For many, being Hispanic is a deeply personal connection to family, culture, and history. It’s not just an ethnic label—it’s a way of life, a source of pride, and a reflection of the rich diversity within the Hispanic community itself. One respondent mentioned: “It’s my bloodline, my history, my family.” This sentiment is echoed by countless others who view their Hispanic identity as a fundamental part of who they are and how they live.

Food, language, and family gatherings are some of the most important ways in which Hispanic individuals stay connected to their roots. As one respondent shared, “I stay connected by listening to Hispanic music, eating Hispanic food, and talking to my father regularly.” Whether it’s celebrating cultural events or simply enjoying a shared meal, these everyday acts reinforce a connection to their heritage that spans generations.

For some, the connection to their Hispanic roots is a lifelong commitment to preserving traditions. “Being Hispanic means I stay faithful to my culture,” said another respondent, emphasizing the importance of honoring family values, speaking the language, and never forgetting the past.

The pride in being part of a culture that has had a profound impact on the world is palpable. Many respondents reflect on the global contributions of Hispanics and feel a strong sense of responsibility to continue passing down these traditions. As one individual explained, “It means that I am part of a race that had an impact on the world.”

Yet, Hispanic identity is as diverse as the people who embody it. Some feel a strong connection to their country of origin, while others embrace a more inclusive sense of identity that transcends borders. As one respondent shared, “Being Hispanic isn’t just about where you’re from; it’s about a shared culture, a shared experience, and a shared pride that connects us no matter where we come from.” This statement speaks to the unity within diversity that defines the Hispanic community, where different nationalities, traditions, and stories come together to form a rich collective experience.

Celebrating Hispanic Culture Beyond Heritage Month

While Hispanic Heritage Month serves as an important acknowledgment of the rich contributions Hispanics have made to society, it is far from the only time to engage with this vibrant, diverse culture. The stories, traditions, and values that shape the Hispanic community are lived and celebrated every day, offering endless opportunities for brands, organizations, and individuals to connect meaningfully throughout the year.

At Ingenium, we believe that understanding the nuances and complexities of the Hispanic experience requires a commitment to ongoing engagement. We help clients connect with Hispanic audiences year-round, providing insights that go beyond surface-level celebrations to build deeper, more meaningful relationships with this colorful and diverse community. Whether it’s through cultural insights, market research, or personalized strategies, Ingenium is here to help you navigate and understand the Hispanic experience at any time of the year.

Hispanic heritage is not just a moment—it’s a continuous, evolving journey, and we are here to guide you every step of the way.