And as Randy Stockdale emphasizes "The age range is so wide, that by the time they get to the end of the spectrum (those born in '80) they have gone through 2-3 life stages. And this may differ by gender - Hispanic females likely married with kids, yet many men likely not." REFERENCE
- Generational groupings and generalizations are tricky and many times inaccurate
- Latinos have not gone through the same experiences as their non-Hispanic counterparts, thus generalizing to them can be misleading
- Young Hispanics come in many types and with diverse backgrounds. Still, there are central tendencies based on experience, socio-economic background, and country of origin
- Marketers need to pay attention to the subtleties of different segments of the population and avoid costly mistakes by assuming homogeneity
- The “New Latino” is an important synergistic identity of not being from here or there, but shaped by the common experience of being different...
- Marketers and market researchers will benefit from researching this new Latino identity and behavior
- Using giant clusters such as "Millennials" is not a segmentation approach but a way to avoid looking at important differences that can be used for effective targeting and communication