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Hypercultural Latinx, The Next Generation of Growth
Younger and more tech-savvy than their majority counterparts, Hispanic consumers present significant growth opportunities for brands looking to expand their consumer base. Yet, even with larger budgets and bigger teams, many of these brands stumble through their multicultural outreach. Worse case, they ignore them entirely, as is the case with the “hidden generation.”
Hypercultural Latinx, a term coined by Latina venture capitalist Ilse Calderon, principal at OVO Fund, is defined as second-generation Gen Z or young Millennials between the ages of 18 to 30 who identify as 100% Hispanic and…
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