The “New Majority”: Understanding Multigenerational Latino Households

The New American Household

The U.S. Latino population is not just growing, it’s transforming the cultural and economic landscape. With over 63 million people, Latinos now make up nearly 20% of the U.S. population (U.S. Census Bureau, 2023). Collectively, Latino GDP surpassed $3.2 trillion in 2021, making it the fifth-largest economy in the world if it were a country (Latino Donor Collaborative, 2022).

What often goes overlooked is the unique composition of many Latino households: multigenerational living. This type of communal living is where grandparents, parents, and children share the same home. Pew Research Center (2022) reports that 45% of Latino adults live in multigenerational households, nearly double the rate of White adults.

For marketers, understanding this reality isn’t a “nice-to-have,” it’s essential to staying relevant in the New Majority marketplace.

Family as a Value, Not a Demographic Checkbox

For many Latinos, family isn’t just a relationship; it’s a guiding principle. In multigenerational homes, decision-making often reflects collective priorities, not just individual needs. This means:

• Purchasing Power Is Shared – Nielsen research shows that Latino households contribute $1.9 trillion in annual consumer expenditures (Nielsen, 2021). With multiple incomes in one household, spending decisions are collaborative and far-reaching.
  

• Brand Loyalty Is Generational – McKinsey (2021) highlights that positive brand engagement with Latino parents often translates into loyalty that children and grandchildren carry forward.

  
  

• Trust is Built Through Relationships – Edelman’s Trust Barometer (2022) confirms that Latinos, more than other groups, value family recommendations and community-based validation when making purchasing decisions.

Brands that approach Latino households with respect for these values, rather than reducing them to a single “Hispanic consumer profile,” stand to create authentic, lasting connections.

Multigenerational Means Multichannel

One of the biggest mistakes brands make is assuming a “one-size-fits-all” communication strategy for Latino households. In reality, we’re often marketing to three distinct life stages under one roof.

• Abuelos y Abuelas (Grandparents): Often Spanish-dominant, they value tradition, heritage, and brands that connect to their life experience. Univision data (2020) shows that Spanish-language TV remains a trusted source of news and entertainment for older Latinos.

  
  

• Padres (Parents): Frequently bilingual, straddling cultural worlds. They are key decision-makers for household spending and respond well to a blend of English and Spanish media, including social platforms like Facebook and WhatsApp (Pew Research Center, 2021).

  
  

• Jóvenes (Youth & Young Adults): Digital natives, English-dominant or bilingual. They drive trends in music, fashion, and tech adoption. According to Nielsen (2022), Latinos under 35 are 66% more likely than non-Hispanics to be heavy users of TikTok and YouTube.

An integrated, multilingual, and multi-platform approach is crucial to reaching every household member and sparking conversations that keep your brand top of mind during family decisions.

Avoiding Pitfalls: The Risk of Cultural Stereotyping

Latino households are diverse in origin, income, and acculturation. Over-reliance on clichés like mariachi imagery or generic “spicy food” references can alienate the very audience you’re trying to engage.

The key is research and collaboration: work with Latino creatives, community leaders, and cultural consultants to ensure your campaigns reflect reality, not assumptions (ANA Alliance for Inclusive & Multicultural Marketing, 2022).

The Bottom Line: Marketing with Cultural Fluency

Multigenerational Latino households are powerful drivers of purchasing decisions, cultural trends, and brand growth. They are also sophisticated consumers who expect brands to respect their complexity. Brands must:

• Recognize the shared decision-making power in these homes.

• Build multichannel strategies that reach each generation.

• Infuse campaigns with authentic cultural narratives that go beyond translation.

In the “New Majority” era, cultural fluency isn’t optional—it’s the price of admission. The brands that get it right will not only capture market share but will earn a place at the family table, generation after generation.

If your organization is ready to build a more inclusive, culturally fluent strategy, I'm happy to support you. Let's move into purpose-driven marketing that reflects the true richness of multicultural communities in this New Majority era.