Culture Plays Major Role in Hispanic Gen Z’s Lives. Not So for White NH Gen Z [INFOGRAPHIC]

A new Quant-Qual study by Santiago Solutions Group titled “Gen Z: Hispanics vs. White Non-Hispanics on Aspirations, Stress, Family and the Influence of Culture”, revealed that the most substantial difference between Hispanic Gen Z and White Non-Hispanic (WNH) Gen Z was the manifestation and importance of culture (or lack thereof) in Gen Zers’ lives.

Hispanic Gen Zers are as deeply American as their White Non-Hispanic peers. Nevertheless, even those living in emerging areas of the country and third generation homes, feel a greater attachment towards Hispanic culture. Despite the fact that a large majority of Hispanics are aware of stereotypes or have felt they were treated differently based on their ethnicity; Hispanic Gen Z are very proud of sharing their Latin culture. In addition, Hispanic Gen Z feel their Latin culture has shaped who they are and made them unique. Along with Latin food, traditions and family rituals, Hispanic Gen Zers associate Latin culture with a strong value system passed on by their parents, grandparents and families which motivates them to set very high aspirations and work incessantly at all cost and sacrifices to attain their dreams. They are clear that success will depend on themselves. Hispanic Gen Z feel that their cultural duality as well as growing up with fairly conservative families have made them more open-minded than the typical White NH Gen Zer.

Although, White Non-Hispanic Gen Z also embrace their European heritage; their American culture is less defined and not as influential in their lives. In fact, the study found that White Non-Hispanics were excited and greatly influenced by other non-American cultures, primarily Latino Culture; they act as cultural sponges, absorbing the culture of their friends and community.
SSG’s Gen Z study will be released during the Multicultural Retail 360 Summit at the Hilton Bayfront in San Diego, on Thursday Aug 25th 3:30-4:15 p.m.

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