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; Hispanics Gen Z are very proud of sharing their Latin culture. In addition, Hispanics Gen Z feel Latin culture has shaped who they are and made them unique. Along with Latin food, traditions and rituals, Hispanic Gen Zers associate Latin culture with a strong value system from their families which motivates them to set very high aspirations and work at all cost and sacrifices to attain their dreams. Hispanics 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 American Gen Zer.
Although, White Non-Hispanics 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.SSG guides clients to identify the highest ROI opportunities, simplify business decision-making through advanced analytics & insights, and craft effective marketing strategies that advance sustainable total growth fueled by Millennial, Multicultural & Hispanic segments.
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