Overall, the US Millennial generation is more multicultural than any
other adult generation in the US. They are also the most connected,
with technology being second nature to them. Millennials lead all
consumers in accessing real-time mobile information to help in decision
making at the time of purchase.
While US Hispanic Millennials may still prefer to eat traditional food
and keep up with happenings in Latin America, they are breaking new
ground as individuals by interpreting culture in their own way, just
like non-Hispanic Millennials. Having grown up in America, they are
hyper-connected, better educated and more comfortable with English. As
consumers, they are less brand-loyal than their older USH counterparts
and remain open to in-the-moment influences and recommendations.