• by Danielle Oster , October 4, 2025

Numbering over 18 million in the U.S. and accounting for 25% of the total Gen Z population, “Hispanics make up a larger share of Gen Z than any previous generation,” and “will make up an even larger share of Gen Alpha,” according to “The Rise of Gen Z Hispanics,” a study published by Independent agency RPA.

The group is “building a uniquely Hispanic Gen Z identity” while having a strong influence on youth culture more broadly, Hillary Haley, Ph.D., executive director, behavioral science and strategic planning for RPA, wrote in the study’s introduction.

We caught up with Haley to discuss the marketing ramifications of this demographic’s rise.

This interview has been edited for length and clarity.

Marketing Daily: What do marketers need to know about reaching this audience, and what makes it distinct?

Hillary Haley: Brands don’t always do dedicated Hispanic advertising, but knowing about this group is important whether or not they do.

One thing apparent in our research is how Gen Z Hispanics are having an enormous influence on the generation more broadly. There’s this awareness among Hispanic Gen Z that they have this influence, and a lot of cultural power in the hands of influencers.

One of the first things Hispanic Gen Zers will tell you is that they’re not a monolith. there’s so much diversity within this group. Gen Z embraces multifaceted identities and really sees that intersectionality and embracing those different identities as a source of their power, allowing them to see the world in a different way.

Marketing Daily: What are some of the important takeaways for brands related to how this generation is different from previous generations?

Haley: This generation is really educated about their identities, and much more brand-savvy. There is a lot of pushback against brands using Latino imagery ineffectively or inappropriately. Brands can’t just posture anymore.

It’s a lot for marketers to be aware of. That’s why it’s really important to have Hispanic people as part of the creative process. When you do get it right, people are really appreciative of that.

This generation cares about who’s behind the camera, and who’s part of the decision-making process. They have higher creative expectations of brands, and more awareness of the history of representation in media and advertising. Brands are getting talked about on social media in a way they weren’t 10 years ago. The ad can look almost exactly the same, but who approved the ad, and who the director was, matters to people.

Marketing Daily: Can you further expand on some of the dominant themes you found?

Haley: Gen Z, like previous generations, are influenced by the cultural value of “familismo,” which emphasizes closeness to family. High expectations around staying home and helping to take care of family factors into a lot of big decisions in a way that is different from other Gen Z groups.

Another theme we looked at was money and how this generation is often helping previous generations who grew up with different financial systems with navigating the American system and intricacies around money. There are a lot of stories about Gen Zers buying a first house, and it’s a house for the whole family, or getting giddy about taking their parents or extended family on vacation.

Marketing Daily: What are some examples of brands reaching this audience effectively?

Haley: U.S. Bank’s “Translators” campaign highlighted the experiences of children who translate documents for their parents and play an important role in navigating financial systems from a young age. It’s a good example of a brand that recognized that concept of familismo, and saw a way to play a role to help solve a real problem.

At the same time that Gen Z embraces multifaceted identities, there’s also a lot of shaming online around not speaking Spanish. Previous generations were shamed for speaking Spanish and carrying on cultural traditions, this generation is now being shamed for not representing their cultures.

The embrace of dual identities, and rejection of shame, is an important thing for marketers to tap into. Café Bustelo did a really good job of that with an animated “Café Bustelo Está Aqui" campaign focused on Hispanic Gen Z-ers, showing them embracing different identities. It’s very much of that generation.