Hispanics have traditionally been classified as a brand loyal group. Conventional wisdom stated that if you can win the Hispanic consumer at a young age, you would have him/her for life. This has changed slightly over the years, and it is thought now that Hispanic Millennials can be placed as slightly less brand loyal than their parents’ generation, but higher in brand loyalty than their non-Hispanic Millennial peers. Nancy Tellet from Viacom’s Tr3s Digital stated recently: “They tend to under-index in sole brand usage in comparison to the slightly older foreign-born in the food and cleaning categories. But on the other hand, they have low usage of generic brands,” she explained. “They still want brand names, so they look for the best deal within a set of brands that they like.”
It is often mentioned that Hispanic Millennials can be a complex group to follow and understand. Hispanic Millennial brands and their preferences stand testament to this fact.
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