Study: Bicultural Latinos A Driving Force

• iHeartMedia released its latest consumer study that takes a comprehensive look at one of the most dynamic and influential consumer groups in the country: Bicultural Latinos who identify as equally American and Hispanic. The study, “New American Consumer: Bicultural Latinos” developed in partnership with Collage Group, dispels outdated myths and finds that this demographic — now encompassing nearly 40 percent of all U.S. Latinos — represent a powerful economic force led by a culture-first, identity‑driven audience that is shaping the next era of American growth.

According to the study, two‑thirds of Bicultural Latinos say they identify as equally Hispanic and American and feel more cultural pride than ever, with 78 percent saying they feel more connected to their heritage today than they did just one year ago. This rising cultural confidence coincides with economic momentum as U.S. Latino purchasing power — backed by a population of nearly 70 million that is a leading ethnicity in growth — has now reached $4.1 trillion and continues to grow more than twice as fast as that of non‑Latinos.

“Bicultural Latinos are not just an audience — they are a cultural vanguard, driving tastes, trends and conversations across every platform while powering one of the fastest‑growing segments of the U.S. economy and redefining what it means to be American,” said Enrique Santos, President & Chief Creative Officer of iHeartLatino and on-air talent for iHeartRadio. “For brands, the takeaway is clear: culture is the strategy — language is the tactic. Those who lead with cultural intelligence, not just translation, earn more than attention, they earn long-term loyalty and trust.”