Hispanic Teens

In: Business and Management

Submitted By seba85559
Words 1062
Pages 5
Consumer Behavior
Hispanic Teens:
The New Bicultural Youth

FATIMA AL-QADHIBI - 1121200083
Graduate School of Management
Session: June 2013


Hispanic Teens: The New Bicultural Youth

Summary Hispanic teens constitute about 20 per cent of all teenagers, and they are very important to marketers. The Hispanic teens represent $20 billion in spending power, and this is growing by 62 per cent through 2020, which make it the faster than other teen’s market. And more important, these teens are joined black teenagers as fashion and style leaders for the over all teens market. Hispanic teens are often different from their parents, who feel that they are under pressure to blend in and be an American, but their teens don’t. The trend for Hispanic is to be bicultural, this is by adding second culture, not replacing their first culture. To do so requires a balancing act, and how they divide between inside and outside the home. This is challenging given the importance of family. The balancing proses leading to biculturalism seems to be working as expert describes “ I’m always amazed by the Hispanic teens. They are speaking Spanish at home, both with friends, English for college and Internet, but they are very much into Hispanic culture even when they are born in US. It is not about being bilingual, it is about being bicultural. They are engrossed in the American culture, and also they are very proud of being Latino”. These bicultural teens read the same English language magazines and watch the same television programs as their non-Hispanic counterparts. One of the magazines targeted the female Hispanic teenagers, and produces most of the ads in Spanish. They also produced Spanish language magazines, television, and radio. They grew up listening to Hispanic rhythms in line with hip-hop and…...

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