Rethinking Gen Z: Why Culture, Not Language, Is the New Core of Multicultural Marketing

As brands navigate a fast-changing consumer landscape, one truth has become impossible to ignore: Gen Z is rewriting every rule of multicultural marketing. For years, language served as the primary indicator of culture, especially in Hispanic marketing, but new data from Culture Decoded, a study by ThinkNow and LatiNation, shows that those assumptions no longer hold.

Spanish as identity marker is declining. Culture is rising. And Gen Z expects brands to understand the difference.

In an era where identity is fluid, multi-layered, and shaped by digital environments, brands must rethink how they connect with young multicultural audiences or risk losing relevance.

Identity Is Growing, and Culture Is Leading the Way

According to the study, identification with Latino culture is increasing, even as Spanish usage declines in U.S. households. Gen Z is redefining identity:

• They stack identities
• They choose elements of their heritage selectively
• And they express culture in the moment, not in the same ways previous generations did

This shift reflects a broader trend: Culture is no longer tied to language. It's tied to lived experience, digital ecosystems, and global connectedness.

That's why Gen Z today can engage deeply with Bad Bunny, K-pop, Afro-Latino creators, and English-language soccer broadcasts with equal passion. Being multicultural isn't "Latino vs. non-Latino." It's cultural fluidity.

Authenticity Is the New Brand Differentiator

Gen Z has an extremely sharp radar for detecting inauthenticity. They instantly recognize when something feels forced or superficial.

The data shows:

• 87% detect inauthentic ads instantly
• 67% want authentic representation
• 59% reward brands that acknowledge heritage

Brands that treat culture as a box to check, especially during heritage months, lose credibility. Gen Z wants something deeper: creators with real lived experiences, content informed by cultural insights, and storytelling that feels relevant to right now.

As Oscar Padilla of LatiNation says: "Culture first. Language is secondary."

Creators and Cultural Strategists Are Essential, Not Optional

One of the clearest takeaways from the podcast: brands cannot do this alone. Authenticity requires collaboration.

LatiNation's success with shows like Desmadre demonstrates why:

• English-language content
• Spanglish moments
• Latino cultural cues
• Distribution across radio, social, streaming, and linear TV

The formula works because creators bring context, nuance, and credibility that brands cannot generate internally.

For marketers, this means shifting from "content production" to co-creation.

Gen Z Lives in a 360° Media Environment – Brands Must Keep Up

Reaching this generation isn't about choosing between TV, social media, digital audio, or streaming. Gen Z uses all of it, often at the same time.

They may watch an English-language soccer match, comment on it on TikTok, follow the creators on Instagram, and then listen to the podcast afterward.

This makes cross-platform cultural consistency essential. The question isn't "Where do we reach Gen Z?" but rather "How do we show up authentically wherever they are?"

In this episode of The New Mainstream Podcast, Mario Carrasco, Co-Founder of ThinkNow, spoke with Oscar Padilla, Head of Digital Innovation & Growth at LatiNation, about these topics and more.

We invite you to listen to the full episode to dive deeper into identity, authenticity, cultural evolution, and how brands can genuinely connect with Hispanic Gen Z.