In an era marked by rapid innovation and change, there’s one demographic proving to be an indomitable force of transformation: Latine Gen Z. My Code, in collaboration with Remezcla, has recently launched a new research series to better understand this group. Their findings only underscore the narrative of this influential generation’s power and potential, in their first study “The Latine Gen Z Influence Report,” for September 2023.
My Code executives Alexandra Kennedy, executive vice president of commercial strategy, and Gerry Ramirez, vice president of partnerships, presented the study last week during the ANA Multicultural Marketing & Diversity Conference in Las Vegas.
Reaching diverse audiences has to happen 365 days a year, says Kennedy. “You can use an initiative that your brand is actually fully already doing but actually amplify them… does your brand have commitments to diverse hiring, does your brand commit to actually doing well in your community, what does your philanthropy look like?”
She asks brand marketers to look at their organizational structures and talk to those teams and see how they can actually embed relevant and authentic communication to Spanish-speaking, Black, Asian and LGBTQIA audiences.
My Code’s Intelligence Center methodology included a 20-minute, device-agnostic online survey among nearly 1,000 Latine Gen Z ages 18-27. The results were an even split of male, and female respondents as well as a small sampling of non-binary or individuals who choose not to say their gender. The group is a powerful force shaping the future, according to the research group, and as this research series unfolds, there’s no doubt that this population is positioned to influence major spheres of life.
It’s not just about access, but the broader perception of opportunities that makes a difference. A significant portion of Latine Gen Z, 56%, believe they have more opportunities to pursue higher education than the generation before them. This optimism and ambition will inevitably translate into a more educated and skilled workforce, driving innovation in various fields.
Meanwhile, corporate jobs, once the cornerstone of economic stability, are now viewed with skepticism. 6-in-10 Latine Gen Zers believe corporate jobs do not seem as promising as they used to be, according to the survey. This sentiment indicates a shift towards entrepreneurship and a drive to carve unique career paths. As a result, we can expect a surge of innovative startups and businesses helmed by Latine Gen Z in the near future.
Another key finding shows that Latine Gen Z isn’t just about reshaping the economy or education; they’re making sure their voices are heard in the political arena as well. “They’re a generation that grew up to candidates making empty promises year after year,” Ramirez says, “…they’re going to show up next year…”An impressive 70% of Latine Gen Zers are currently registered to vote, according to My Code, with an even larger portion planning to exert their influence in the upcoming 2024 elections. With such mobilization, the potential for change in policies and governance is vast.
My Code wrote in an announcement this week that “to truly grasp the essence of tomorrow, it is crucial to comprehend their aspirations, hopes, and motivations.” This was a theme that reverberated among attendees throughout the ANA Multicultural Conference.
“It is essential to acknowledge the significance of Latine Gen Z as a powerful force shaping the future amidst today’s unprecedented rates of rapid change and innovation,” says Aaron Braxton, My Code’s general manager of research and insights. “This series serves as a testament to the power of research and analysis in accelerating marketers’ understanding and celebration of the contributions of diverse Gen Z communities in culture.”
