Latinos Aspiring To A More “Ambicultural” Identity

EthniFactsLatinWorks-Latino-Identity-Aspirations-Feb2013Latinos are increasingly aspiring to be equally Latino and equally American, according to [pdf] a study by EthniFacts and LatinWorks, called the “PLUS+ IDENTITY.” While 9 in 10 online survey respondents said they are proud to be Latino and that being Latino feels very natural and comfortable to them, two-thirds also said their desired identity is in what the researchers call the “ambicultural” middle, in which they fully embrace both the Latino and American sides of their identities. The researchers refer to this as “cultural rerouting.”

The 66% who aspire to am “ambicultural” identity represent a 50% jump from the 44% who describe that as their current identity.┬áThe shift towards a more balanced identity means that just 7% want to be “more American” (down from 15% who see themselves as currently being that way), and only 27% want to be “more Latino” (as opposed to the 41% who currently see themselves that way).

Looking at the 66% who are or aspire to be “ambicultural,” the study finds that:

  • 65% say they adapt easily to new situations;
  • on average, 72% of their social network friends live in the US;
  • 97% speak English; and
  • 35% currently are in a relationship with someone from a different race or ethnicity;

Compared to those wanting to be “more Latino” or “more American,” this group is more likely to socialize with a mix of ethnic groups, have children who are dating non-Latinos, and count a good family life as their top expression of success.

Understanding the Latino culture is growing in importance to brands as advertisers continue to target this rapidly-growing segment of the population.

About the Data: The data is derived from an online survey conducted among 1,000 online respondents representative of the US Latino adult population.