This document introduces Gen Z and focuses on Hispanic Gen Z. It notes that Hispanic Gen Z will be the largest ethnic group in the generation. While they are highly connected through technology like other Gen Z cohorts, Hispanic Gen Z place more importance on physical relationships. The document also highlights differences between Hispanic Gen Z and their parents, such as Hispanic Gen Z being less religiously affiliated and more entrepreneurial. It concludes by discussing some points of tension for Hispanic Gen Z, such as feeling restricted and desiring to disconnect from others, while also not wanting to conform.
2. 2Overview
• Introduction
• Gen Z Overview
• Why Gen Z?
• Differences between Gen Z Groups
• Points of Tension
• Implications for Marketers
• What’s Next
• Data Sources
5. 5
BACKGROUND
• Advertising, PR & digital agency
• 65 employees
• 17 years in business
• Independent, minority-owned
and certified
• Offices in L.A., DC, Austin, Little
Rock, and Atlanta
CAPABILITIES
• Earned Media (Social/PR/Content)
• Media Planning & Buying
• Creative & Production
• Branding
• Digital Marketing
• User Experience Design (UxD)
• Research & Analytics
• Strategic Planning
Integrated cross-cultural advertising agency
6. 6
Multicultural
Agency
Specialization and expertise
in one ethnic group
Often working in a silo and with
varying degrees of partnership with
lead agencies.
Digital
Agency
Tactically driven
Limited traditional
capabilities
Strategically driven
Expertise in building
marketing programs that
reach all consumers
Digital is at the core
of our servicesStrong technical
background
Marketing targeted to
particular ethnic
segments
Starts with the general
market then develop
separate distinct ethnic
programs
Treat ethnic groups as
separate and distinct.
“General
Market”
Agency
CROSS-CULTURAL IS A MORE EFFECTIVE MODEL
Lack in-depth experience
with ethnic marketing
Lack ethnic insights Combine Hispanic, African-
American, Asian and “general
market” expertise
9. 9
Groundbreaking research initiative on cross-
cultural Gen Z segment
Designed to understand Hispanic, African-
American, Asian and general market Gen Z
and their digital behavior
Introducing the Cross-cultural Gen Z
Report
13. 13The largest generational cohort alive in the U.S.
23%
19%
22%
25%
0%
5%
10%
15%
20%
25%
30%
Baby Boomers Generation X Generation Y Generation Z
% of Total Population
Geoscape, American Marketscape DataStream™ 2014 Series.
14. 14What we know about Gen Z (generally)
• Cautious, price and value conscious, and avoid debt
• Independent workers
• Over-connected to the point where it impairs their real-life
communication skills
• In need of instant gratification
• Entrepreneurial and eager to start working
• Optimistic about the future
• Prefer home-cooked meals
• DIYers and crowdsourcers
Sources: Sparks & Honey; Magid Generational Studies; Terradata
15. 15The most ethnically diverse generation
Asian
5%
African
American
14%
Hispanic
23%
2 or more
races
5%
Non-Hispanic
White
53%
Gen Z
The last generation
where Non-Hispanic
Whites make up the
majority.
Source: U.S. Census, ACS 2011-13 3 Year Estimates
17. 17
Hispanic Gen Z research is virtually
nonexistent beyond top-line data regarding
their ethnic makeup and nativity
18. 18Gen Z makes up the largest Hispanic cohort
living in the U.S.
5%
14%
19%
27%
35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
The Silent/The
Greatest
Generation
Baby Boomers Generation X Generation Y Generation Z
% of Total Hispanic Population
Geoscape, American Marketscape DataStream™ 2014 Series.
19. 19Hispanic Gen Z have the largest percentage of
Millennial parents
STUDY NAME : Fall 2014 NHCS Adult Study 12-month
38%
29%
23%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Hispanic Non-White Hispanic African American or Asian
% of Gen Z Parents that are Millennial
20. 20Majority of Hispanic Gen Z parents were born
outside of the U.S.
39%
62%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
Were you born in the U.S.?
STUDY NAME : Fall 2014 NHCS Adult Study 12-month
21. 21Unlike their parents, majority of Hispanic Gen
Z were born in the U.S.
9%
91%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Foreign Born (Under 18) Native Born (Under 18)
% of Total Hispanic Pop Under 18
Source: U.S. Census Bureau, 2006-2010 American Community Survey
22. 22As a result, Hispanic Gen Z are more likely to prefer
English, vs. their older Hispanic counterparts
75%
8%
16%
33%
46%
21%
35%
50%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
English Dominant Spanish Dominant Both English and Spanish Equally
Language Spoken in Home
Gen Z Hispanic (12-17)
Hispanic Millennial (21-34) Parent of Children ages (4-17)
Hispanic Gen X (35-50) Parent of Children ages (4-17)
STUDY NAME : Fall 2014 NHCS Adult Study 12-
month and Fall 2014 NCS Teen Study 12-month
23. 23Hispanic Gen Z Parents have a desire to preserve
their cultural roots
52%
57% 55%
79%
57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
I often celebrate
holidays from
Hispanic countries
I try to keep up with
Latin music, news or
sports from Hispanic
countries
I often encourage
Hispanic children to
participate in
traditional Hispanic
games and activities
I believe it is
important to teach
Spanish to Hispanic
children as a way to
help preserve
Hispanic culture
Speaking Spanish in
our home is a priority
Hispanic Parents with Children (4-17)
STUDY NAME : Fall 2014 NHCS Adult Study 12-month
24. 24Yet, Hispanic Gen Z parents find it important to
assimilate into the U.S. culture as well
79%
64% 64%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
I often celebrate U.S.
National Holidays such as
the Fourth of July and
President's Day
I try to keep up with
American music, news or
sports
I enjoy living the American
lifestyle and customs
Speaking English in our
home is a priority
Hispanic Parents with Children (4-17)
STUDY NAME : Fall 2014 NHCS Adult Study 12-month
25. 25
Being born in the U.S. and growing up in the most
diverse generation is altering their world view and
redefining the culture in which they live.
29. 29Similar to other Gen Z cohorts, Hispanic Gen Z rely
on technology to stay connected with friends and
family
43%
60%
48%
65%
47%
51%
63%
79%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
My cell phone connects me to my social world I like to be connected to my friends and famiy
wherever I am
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
30. 30However, Hispanic Gen Z are less dependent on
technology to maintain physical relationships
26%
34%
40%
45%
26%
48%
63%
60%
0%
10%
20%
30%
40%
50%
60%
70%
My friendships would not be as close as they are
without my cell phone
Texting is just as meaningful to me as an actual
conversation with the person on the phone
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
32. 32Hispanic Gen Z have less of a
desire to create their own path
42%
53%
46%
57%
0%
10%
20%
30%
40%
50%
60%
I like to travel the path that no one else usually takes
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
33. 33Similar to African Americans, Hispanic Gen Z are
less confident in their ability to influence and lead
28%
30%
38%
40%
42%
52%
28%
30%
34%
20%
59%
63%
0%
10%
20%
30%
40%
50%
60%
70%
I am often chosen to be the
spokesperson in my group
I am good at leading discussions I am good at convincing others to try
new things
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
35. 35Hispanic Gen Z are more likely to indicate that they
enjoy being with family and that they get along
with their parents
84%
78%81%
74%77%
63%
95%
53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
I get along with my parents I really like to be with my family
Hispanic or Latino (12-17) Non-Hispanic White (12-17)
African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
36. 36However, many Hispanic Gen Z are less likely to indicate
that they would like to start their own family
70%
78%
68%
81%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Eventually, I would like to have my own family
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
38. 38Both Hispanics and African Americans show a
strong entrepreneurial spirit
59%
31%
60%
0%
10%
20%
30%
40%
50%
60%
70%
Expect to work independently
Hispanic or Latino White African American
Source: Meet Generation Z, Northern University, November 18, 2014
41. 41Compared to their parents Hispanic Gen Z are
showing less of a preference for Catholicism
43%
17%
60%
13%
0%
10%
20%
30%
40%
50%
60%
70%
Catholic No religious preference
Hispanic or Latino (12-17) Hispanic Parents with children (ages 4-17)
STUDY NAME : Fall 2014 NHCS Adult Study 12-
month and Fall 2014 NCS Teen Study 12-month
What is your religious preference?
42. 42Hispanics 18+ are shifting their preference
away from Catholicism
67%
55%
12%
16%
10%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
2010 2013
Catholic Evangelical Protestant Unaffiliated
Source: Pew Research Center survey of Hispanic adults, May 24-July 28, 2013
% of Hispanics who identified as Catholic/Evangelical/Unaffiliated
All Hispanics (18+)
43. 43
Hispanic Gen Z have a stronger desire to
disconnect from technology
44. 44Compared to their parents Hispanic Gen Z have a
stronger desire to disconnect from the Internet
45%
30%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
At times, I feel like I need to disconnect or take a break from the internet
Hispanic or Latino (12-17) Hispanic Parents with Children (ages 4-17)
STUDY NAME : Fall 2014 NHCS Adult Study 12-
month and Fall 2014 NCS Teen Study 12-month
45. 45
Hispanic Gen Z are less likely to shop online
and use technology to aid them while
shopping
46. 46Compared to their parents Hispanic Gen Z
are less likely to do their shopping online
16%
25%
0%
5%
10%
15%
20%
25%
30%
All things being equal, I am more likely to purchase a product online than in the store
Hispanic or Latino (12-17) Hispanic Parents with Children (4-17)
STUDY NAME : Fall 2014 NHCS Adult Study 12-
month and Fall 2014 NCS Teen Study 12-month
47. 47Hispanic Gen Z are also less likely to use technology
to aid them throughout the shopping process
17%
37%
22%
42%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
When I am shopping, I often use my
mobile/handheld device to search for local deals
When I see something interesting on tv, I often go
online to find out more about it
Hispanic or Latino (12-17) Hispanic Parents with Children (12-17)
STUDY NAME : Fall 2014 NHCS Adult Study 12-
month and Fall 2014 NCS Teen Study 12-month
49. 49
One of the most important ways to establish
a deeper understanding of Hispanic Gen Z is
to comprehend the points of tension
characterizing their lives.
As marketers, we know points of tension
provide powerful opportunities to
communicate and connect with consumers.
Points of Tension
50. 50Due to cultural differences, Hispanic Gen Z are
more likely to have different views to their parents
42%
21%
37%
18%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
My ideas are very different from my parents ideas My parents do not understand me
Hispanic or Latino (12-17) Non-Hispanic White (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
51. 51More likely to feel restricted and have an
increased desire to disconnect from others
56%
60%
67%
65%
0%
10%
20%
30%
40%
50%
60%
70%
80%
I have a lot of freedom I like to be connected to my friends and family wherever I am
Hispanic or Latino (12-17) Non-Hispanic White (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
52. 52Desire to stand out, but feel uncomfortable
being the center of attention
27%
35%
23%
33%
0%
5%
10%
15%
20%
25%
30%
35%
40%
I like to stand out in a crowd I hate being the center of attention
Hispanic or Latino (12-17) Non-Hispanic White (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
53. 53Uncomfortable with conforming, yet more
concerned with being seen as different
35%
58%
29%
61%
0%
10%
20%
30%
40%
50%
60%
70%
Being like others makes me uncomfortable I am not afraid to appear quite different from others
Hispanic or Latino (12-17) Non-Hispanic White (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
54. 54Enjoying life in the present versus having
increased pressure to be successful
26%
83%
90%
33%
80%
88%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
I like to enjoy life and don't worry about
the future
Having a career is very important to me I would like to go to college
Hispanic or Latino (12-17) Non-Hispanic White (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
55. 55Tired of the usual, but not comfortable with
exploring the unknown
31%
43%
48%
43%
53%
64%
0%
10%
20%
30%
40%
50%
60%
70%
I like to follow a routine I like to travel the path that no one else usually
takes
I am adventurous
Hispanic or Latino (12-17) Non-Hispanic White (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
60. 60
Gen Z aren’t just consumers of the future
In many categories, Gen Z is sweet spot
today
(higher education, media, energy drinks, apparel, QSR, etc.)
62. 62Hispanic Gen Z are more likely to indicate
that they go grocery shopping
56%
48%
55%
24%
0%
10%
20%
30%
40%
50%
60%
Yes
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
63. 63Similarly to African Americans, Hispanic Gen Z
indicate that they go grocery shopping frequently
STUDY NAME : Fall 2014 NCS Teens Study 12-month
44%
34%
43%
18%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Most or some of the time
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
64. 64Hispanic Gen Z are more likely to report that
they do their shopping with their parents
STUDY NAME : Fall 2014 NCS Teens Study 12-month
46%
42%
46%
23%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
With Parent(s)
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
65. 65Similar to Asians, Hispanic Gen Z are more likely
to spend a higher weekly average on groceries
48%
44%
32%
60%
0%
10%
20%
30%
40%
50%
60%
70%
$150 or more
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
66. 66
Hispanic Gen Z make up an important
part of the grocery shopping experience
and have are more likely to influence
household purchases
Implication
68. 68Compared to other Gen Z cohorts, Hispanic Gen Z
are less interested in healthier fast food trends
30%
43%
40%
56%
0%
10%
20%
30%
40%
50%
60%
I like the trend towards healthier fast food
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
69. 69
Hispanic Gen Z remain open to traditional
fast food options.
Implication
71. 71Hispanic Gen Z see the value in college, but are
concerned about the costs
88%
44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
I would like to go to
college
I enjoy going to school
Hispanic or Latino (12-17)
76%
64%
68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Being able to afford college
Hispanic or Latino White
African American
Thinking about different topics or issues that you might pay
attention to, how concerned are you about each of the following?
STUDY NAME : Fall 2014 NCS Teens Study 12-month
Source: Meet Generation Z, Northern University, November 18, 2014
72. 72Hispanic Gen Z want colleges to allow them to
design their own major
81%
68%
73%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Agree
Hispanic or Latino White African American
Now, please indicate whether you agree or disagree with the following: Colleges should allow students to
design their own course of study or major.
Source: Meet Generation Z, Northern University, November 18, 2014
73. 73
Emphasize not only the aspiration, but the
practicality of higher education.
Implication
75. 75Hispanic Gen Z are less reliant on technology
to become knowledgeable on different things
29%
35%
37%
65%
0%
10%
20%
30%
40%
50%
60%
70%
The internet helps me to become an expert in many things
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian(12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
76. 76Hispanic Gen Z are less interested in websites that
track their user behavior and offer product
suggestions
25%
27%
34%
54%
0%
10%
20%
30%
40%
50%
60%
I like websites that provide product suggestions based on what I have looked at or purchased in the past
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
77. 77Hispanic Gen Z don’t mind consuming
entertainment through a portable device
46%
43%
38%
66%
0%
10%
20%
30%
40%
50%
60%
70%
I do not mind watching tv, movies or other video content on portable devices with smaller screens
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
78. 78Similar to African Americans, Hispanic Gen Z are less
likely to rely on the Internet as their primary source for
entertainment
45%
51%
41%
73%
0%
10%
20%
30%
40%
50%
60%
70%
80%
The internet has become a primary source of entertainment for me personally
Hispanic or Latino (12-17) Non-Hispanic White (12-17)
African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
79. 79
Marketers should temper their emphasis
on the “shiny and new” and position
products on how useful the product is.
Implication
81. 81Similar to Non-Hispanic Whites, Hispanic Gen Z
learn a lot from television
34%
36%
29%
25%
0%
5%
10%
15%
20%
25%
30%
35%
40%
I learn a lot from TV
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
82. 82Hispanic Gen Z are more likely to indicate that music is
a passion for them and that they have a wide taste in
music
54% 54%
49% 50%
45% 44%
64%
16%
0%
10%
20%
30%
40%
50%
60%
70%
Music is a passion with me I have a wide taste in music
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
83. 83However, Hispanic Gen Z are less likely to feel
that they are in touch with the music scene
28%
38%
33%
63%
0%
10%
20%
30%
40%
50%
60%
70%
I feel I'm in touch with the music scene
Hispanic or Latino (12-17) Non-Hispanic White (12-17)
African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
84. 84Hispanic Gen Z are similar to other Gen Z
counterparts in their love for movies
69% 68%
72%
43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
I love going to the movies
Hispanic or Latino (12-17) Non-Hispanic White (12-17)
African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
85. 85Yet, Hispanic Gen Z are more likely to notice
commercials that play along with the movie previews
47%
40%
35%
29%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
I often pay attention to the commercials that play along with the movie previews in the movie theater
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
86. 86
Marketing should not seek to only
persuade, but also tell stories, entertain,
and engage Hispanic Gen Z through
across multiple platforms.
Implication
87. 87
In most other categories, they are in the
critical brand preference formation years,
as many of them are finishing high school
and starting college
(financial services, healthcare, electronics, automotive, etc.)
89. 89Hispanic Gen Z have similar views on saving to
other AA and NHW Gen Z
52%
59%
47%
55%
61%
50%
44%
41% 40%
75%
81%
74%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
I am good at saving money I like saving money I am very careful with my money
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
90. 90However, compared to Non-Hispanic Whites,
Hispanic Gen Z are less likely to have a bank account
30%
63%
7%
53%
37%
10%
34%
59%
7%
25%
64%
11%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No Don't Know/No Answer
Hispanic or Latino (12-17) Non-Hispanic Whites (12-17)
African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
Do you have a bank account?
91. 91Similar to African Americans, Hispanic Gen Z are
less likely to want to save their money at home
46%
51%
46%
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
I like to save my money at home
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
92. 92Hispanic Gen Z are more likely to indicate that
they do not have a job
86%
79% 81%
92%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No
Hispanic or Latino (12-17) Non-Hispanic Whites (12-17)
African American (12-17) Asian (12-17)
Do you work?
STUDY NAME : Fall 2014 NCS Teens Study 12-month
93. 93Similar to African Americans, Hispanic Gen Z
are less averse to debt
67%
74%
64%
77%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
I don't like the idea of being in debt
Hispanic or Latino (12-17) Non-White Hispanics (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
94. 94
There is an opportunity for banks to
educate Hispanic Gen Z early on the
different services they offer and
emphasize the benefits of investing in the
bank.
Implication
96. 96Compared to Non-Hispanic Whites Hispanic Gen Z
are more likely to watch what they eat and try to
lose weight
STUDY NAME : Fall 2014 NCS Teens Study 12-month
45%
41%42%
29%
52%
38%
66%
48%
0%
10%
20%
30%
40%
50%
60%
70%
I try not to eat too much I often try to lose weight
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
97. 97However, Hispanic Gen Z are less likely to place
importance on a well-balanced diet
44%
59% 60%
71%
0%
10%
20%
30%
40%
50%
60%
70%
80%
It's important to eat a well balanced diet
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
101. 101Sources
• Experian Simmons Fall 2014 NCS Teens Study 12-month
• Experian Simmons Fall 2014 NHCS Adult Study 12-month
• Meet Generation Z, Northern University, November 18, 2014
• Sparks & Honey; Magid Generational Studies
• Pew Research Center survey of Hispanic adults, May 24-July
28, 2013
• Terradata
• U.S. Census Bureau, 2006-2010 American Community
Survey
• Geoscape, American Marketscape DataStream™ 2014 Series