Culture Decoded – How Hispanic GenZ Redefines Authentic Brand Engagement. [REPORT]

Hispanic Gen Z consumers are reshaping the way brands connect with culture and audiences.

LatiNation’s research study, the LatiNation Media Study, confirms that long-standing assumptions in Hispanic mar-keting no longer apply to bilingual and English-dominant audiences ages 18-34. This group holds substantial economic power and evaluates brand messaging with a sharper, more critical eye.

The study, which surveyed 400 Hispanic participants across the U.S., fills a major intelligence gap about a population that balances multiple cultural identities while living primarily in English. Previous generations relied heavily on Spanish-language media. Today, Hispanic Gen Z moves fluidly between cultures, creating a reality that renders conventional multicultural marketing approaches ineffective.

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