Latino immigrants once feared that practicing their native cultures would make them seem "less American" and thus less accepted, so they tried to acculturate to American ways of life quickly. Fortunately, most Latinos have evolved in how they see themselves. They embrace the concept of the "the 200%" (100% Latino and 100% American) and the ability to be ones authentic self without abandoning who they are. Language has been one of the biggest indicators of that. In the past, immigrant parents may have insisted that everyone in the household speak only English and stifle their native tongue.
But today, bicultural bilingual households across the U.S. are thriving, primarily driven by younger generations who refuse to conform or apologize for their lineage. Gen Z is the first multicultural majority generation, and Latinos have the highest rate of interracial marriage.
So how should marketers engage this demographic? Connecting with the new mainstream requires understanding the dynamics they navigate daily, taking into account their cultural lens, contextual environments, and behavior. To do that, they must be invited to the conversations and a part of the decisions being made. By relying on people with these experiences, you can assess the authenticity of your marketing efforts and decrease the chance of missing the mark.
In this episode of The New Mainstream podcast, Vanessa Vigil, General Manager, mitú, distills the notion of "the 200%" and why it's important for marketers to dive deeper into multicultural consumer insights.