Exploring “Bi-dentity” in the changing face of American Youth
The Intelligence Group’s quarterly syndicated research study, The Cassandra Report, has been a critical decision tool for more than 15 years for companies, brands and organizations who are seeking to engage today’s hard-to-reach young audiences. The report affords a unique look into emerging trends in popular culture and what you need to know about how young people live, think and act today.
Throughout this report, we also examine Young Latinos, or “YLs,” as we call them. Their story continues to be that their attitudes and preferences are in many ways similar to those of non-Hispanic youth, and are becoming more so as a new generation of YLs comes of age in America. This ongoing cultural fusion means that while marketers need to recognize the likelihood that certain mainstream efforts will engage YLs in the same manner they attract non-Hispanic youth, they need to continue to track and understand the nuanced cultural differences that remain.