Page 9 - HMC 2021 HISPANIC MARKET GUIDE

POC Keep Their Kids in Tighter Trust Circles
Allowed Sleepovers
But Hispanics are also tossing out some cultural norms they perceive as archaic and adding in attributes from modern “American” culture:
8–12s 13–17
NHW POC
61% 74%
What’s Being Kept
Interdependence
Respeto Resilience
What’s Being Thrown Out
Traditional gender roles
Socio-economic hierarchies
Colorism
What’s Being Added In
Strong, independent women
81% 91%
• In qualitative, we learned POC sleepovers were with family
• POC GEN Zers twice as likely vs NHW to say they will raise their future kids with “lower independence levels” (220 index)
QY23: Allowed to sleep over at a friend’s house? BASE: All respondents 1,220 25-49 Parents of 8-12 aged kids + 1,198 13-17s
QY22T: If you have children, how will you raise them? BASE: 1,198 13-17S + 2020 HMC Qualitative
The Cultural Evolution: What’s Kept, What’s Tossed and What’s Being Added Today, more than two-thirds of Hispanic and Non- Hispanic Black Gen Z teens and parents say they keep most of their historic cultural values. They also take cues from modern American society,
as they choose which values to keep, reject and add in. These are all nuances that marketers must understand, as they also impact brand relationships and purchase decisions.
According to HMC’s study, IT’S TIME: Ready (or Not) for the Multicultural Majority, Hispanics (and non- Hispanic Blacks), say family culture “keeps you safe, sane and happy” and keeps cultural knowledge and traditions alive. Hispanics, but not non-Hispanic Blacks, also value family interdependence (we versus me) as a core part of cultural identity. Both Hispanics and non-Hispanic Blacks place a high level of importance on the practice of respect, including respect for their elders and stronger parental authority, including discipline within the parent/ child relationship. Culturally, Hispanic “respeto”
is more complex and formal than what is typically expected in the U.S—with an emphasis on courtesy, including helping above and beyond when you are a guest in someone’s house or how you behave with authority figures, such as your doctor or an elder.
In 2020, likely a result of COVID-19 highlighting the pervasiveness of racism and inequality, fairness, justice and empathy are driving values for people in the U.S., according to Kantar US Monitor 2020.
“Extremely Important” Values for U.S. Population 2020
1. Honesty
2. Family
3. Privacy
5. Authenticity
6. Working Hard 8. Knowledge
10. Learning
Source: Kantar U.S. Monitor, 2020
4. Fairness
“Wanting equal rights and opportunities for everyone.”
7. Justice
“Holding others accountable for their actions.”
9. Empathy
“Having a deep understanding of other people’s feelings and thoughts.”
HMC 2021 HISPANIC MARKETING COUNCIL
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