Conventional Hispanic Gen X families located in selected coastal city homes
Latin Flair are Hispanic immigrants and first-generation Americans living in gateway cities. A majority have roots in Mexico, Cuba and Central America. Concentrated in California and Florida, these households mostly contain married couples in their 40s and 50s with school-aged and older children. Their educations are modest, but the multiple earners provide middle-class incomes from a mix of blue-collar and service-sector jobs. Many can afford to own modest single-family homes, duplexes and condos. In their older, dense neighborhoods, Spanish is more common than English in homes and the mom-and-pop shops that they frequent.
Given the long hours that they put in at manual-labor jobs, Latin Flair value their free time. They like to get out of their houses to shoot pool, watch a dance performance or take the family to a theme park. This is a mixed audience for fast food, but they do enjoy going out to a Denny’s or Sizzler for dinner, and they like seeing a movie as long as it’s a horror or sci-fi film. Sports are big in this segment, especially team sports like basketball, baseball and soccer and those more typically associated with the younger generation, such as boxing and skateboarding. Segment members travel abroad, typically to visit family and friends in their countries of origin.
Despite their tight budgets, Latin Flair like to go shopping. They’re fashion-forward consumers who appreciate designer labels and new styles, and they’d gladly travel many miles to check out a new store. However, they believe that clothes from off-price chains are just as good as those from upscale retailers, so they tend to patronize discounters and sports retail chains. Similarly, while they like the prestige of luxury foreign cars, they’re practical enough to drive affordable subcompacts - though still imported - from manufacturers like Hyundai and Mitsubishi.
In their homes, Spanish culture reigns supreme. They like listening to radio stations that play salsa and Tejano music. They tune in to TV channels that show movies and music videos in Spanish. They will read magazines in English that cover parenting, sports and health, but they prefer to follow the news and sports from their home countries. The older generation is only starting to get into the Internet in a big way, thanks to their children. These households enjoy both Spanish and American cuisine, have more Spanish than American friends, and they regularly celebrate Hispanic holidays.
For all their cultural traditions, Latin Flair still value their American experience and have high expectations for their children. They work hard to advance in their jobs and aspire to greater success at the top of their careers. Politically, they’re middle-of-the-roaders who worry about crime, want to keep religion a part of their lives and promote tolerance and progressive social issues. They mostly align with the Democratic Party, but these voters have a low turnout.
Latin Flair consist of predominantly Hispanic families in big-city and close-in suburban neighborhoods. Nine out of ten members are of Hispanic origin, and they represent a mix of immigrants and first-generation Americans from Mexico, Cuba and Central America. Most of the household heads are between 35 and 65 years old, and their children tend to be school-aged. With modest educational achievement levels - half the household heads haven’t finished high school - they typically work at blue-collar and service-sector jobs. In this segment, most families speak Spanish, with some English at home and in the marketplace.
Latin Flair are concentrated in a handful of big cities and inner-ring suburbs surrounding Miami and Los Angeles. Many of their neighborhoods are older immigrant gateway communities - most of the housing stock was built before 1960 - and they continue to attract a large percentage of Hispanic families. The local language of choice is Spanish, spoken in homes and local markets, on TVs and car radios. Their city residences - a mix of single-family homes, duplexes and condos - have an above-average value of more than $250,000. Typically a mobile segment, most Latin Flair have lived at the same residence for fewer than ten years.
In Latin Flair, tight budgets make for somewhat modest lifestyles. These households are not interested in most cultural and nightlife activities, but they do attend dance performances, visit theme parks and go to billiards halls. They like to eat out, heading mostly to mainstream chains like Denny’s, Hometown Buffet and Sizzler. Although they’re not particularly big on movies, they will turn out for horror, documentary and sci-fi films.
Latin Flair enjoy traveling, typically to their country of origin, including Mexico, Puerto Rico, Cuba and the Dominican Republic. They’re fitness-conscious, enjoying jogging, basketball, baseball, soccer and football. While the younger generation likes to participate in boxing, skateboarding and racquetball, their parents take advantage of their local coast and go fishing.
If not for their mid-scale incomes, Latin Flair might qualify as shopaholics. They have a pronounced joy of consumption and like their clothes to make a unique fashion statement. Some admit that they sometimes spend more than they can afford, but a higher percentage claim that clothes at discount department stores are just as good as the high-end retailers. Surveys show that they frequent stores like Marshall’s, Ross Dress for Less and Burlington Coat Factory. They’re also big on stores offering athletic gear, such as Nike, Big 5 Sporting Goods and Foot Locker. While they like the prestige of foreign cars, they tend to favor affordable subcompacts made by Nissan, Mitsubishi and Hyundai. Self-described influencers, they say, "I'm good at convincing others to try new things".
Language is an issue when it comes to the media tastes of Latin Flair. They make a strong market for Spanish-language media, especially drive-time radio programs that play Latin ballads, salsa, hip hop and Tejano music. They say that they rely on TV to stay informed, though their viewing rates are relatively low for most cable channels other than MTV2, Nick at Nite, Cinemax, BET and Animal Planet. While they don’t pick up English newspapers regularly, these families do read parenting, sports and health magazines including Baby Talk, ESPN, Seventeen and Men’s Fitness. Their online activity is relatively low, but the Internet is becoming a larger source of entertainment, especially among the kids in Latin Flair. They go online for music and social networking.
Somewhat surprisingly, Latin Flair make a receptive market for most forms of advertising. They like newspaper supplements, ads on bus shelters, commercials before movies and placards inside buses and subways. They even like TV commercials and are twice as likely as average Americans to remember advertised products when shopping.
While Latin Flair value the primacy of family, they also believe in the importance of providing them a comfortable standard of living. They like to indulge their children and are willing to work hard - even at a boring job, even giving up family time - in order to better provide for their kids. They believe in doing their duty more than the pursuit of happiness. Compared to the general population, these households are twice as likely to want to advance to the top of their career.
Although voting rates are low in Latin Flair, members do identify themselves as moderate Democrats. They tend to favor environmental causes and support equal rights for all. However, they tend to be more conservative on social issues and are concerned about crime. They describe themselves as spiritual people who go to church and believe in strictly defined gender roles; women are expected to do the major share of childrearing and housework. While there’s not a lot of money available for charities, these Americans still give to health causes and are willing to volunteer for a good cause.
Surveys show that Latin Flair still have a sense of belonging to a separate culture alongside their American identity. They like keeping up with Latin news, music and sports as well as Hispanic holidays. Although they enjoy American culture and are equally fond of eating Spanish and American food, their heart belongs to their home country.
Their $63,000 average incomes support middle-class lifestyles in Latin Flair, but they’ve had little success turning that income into savings and investments. Admitting that they’re not good at saving money, they do not acquire stocks, bonds and mutual funds. Their only bank product is usually a non-interest-bearing checking account. Some are still paying off student loans and personal loans that have helped them get a leg up in their jobs and home life. However, they have built up enough equity to qualify for charge cards, preferring debit and credit cards issued by Sears, American Express and Visa. Although they rely on charge cards for routine expenses, they still pay bills the old-fashioned way, with cash, money order, check or a pre-paid card.
Latin Flair contain only moderate users of the Internet. They mostly go online for entertainment – downloading photos, music and video files – or information, including reviews of movies, games and mobile phones. They also like the Internet as a communication channel, going online through their cell phones for instant messages, tweets and blogs. They aren’t big fans of travel and retail sites, preferring to spend their money at local brick-and-mortar businesses. They are responsive to online ads, click on email promotions, and spend time at retail sites like costco.com, disney.com and gamespot.com.