A new Quant-Qual study by Santiago Solutions Group titled “Gen Z 1.0: Hispanics vs. White Non-Hispanics on Aspirations, Stress, Family and the Influence of Culture”, discovered key differences in the relationship between Gen Z and their families for Hispanics and White Non-Hispanics. In a previous Gen Z quant study, SSG found that Hispanics experienced a much higher level of bittersweet relationships with their parents.
In our latest Gen Z qualitative exploration, we spoke with Hispanic and White Non-Hispanic Gen Zers to better understand differences in their family life.
The first key insight we uncovered was that Hispanic Gen Z are more likely to see their parents as friends than their White NH Gen Z counterparts. Hispanics are much closer to their families and are more likely to feel comfortable telling parents about everything going on in their lives. As a whole, Gen Z prefers to tell their problems to their friends. However, Hispanic Gen Zers rely less on friends while they go to their parents and family more often.
The second key insight is that increased emotional dependence in Hispanics families often leads to greater arguments and stress. So it is no surprise that the close relationships between Hispanic Gen Zers and their families may not always be an enjoyable experience. One Hispanic Gen Z stated, “If I’m angry with them I have no one else to talk to.” It seems the saying is correct “with love comes pain and the more you love, the greater that pain.”
Hispanics not only have closer relationships to parents, they are also more likely to participate in set family rituals and also spend time with/staying in touch with their extended families. In fact, extended family members play a more active role in the lives of Hispanic Gen Z than in those of White Non-Hispanic Gen Z. For Hispanics, their cultural background is an important component of family holidays and rituals. They enjoy family celebrations and feel their extended family helps to keep culture present in their lives.
In comparison, the families of White Non-Hispanic Gen Z don’t generally set a specific family time nor do they have family rituals. Instead, White Non-Hispanic families spend time with each other when they have time throughout the week. Although White Non-Hispanics are not generally as close to their extended family, they do get additional support from their friends who they consider part of their family.
The 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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