Discover how Hispanic Gen Z is redefining money, value and brand loyalty — from how they spend and save to what earns their trust and influences their financial decisions.

Why it matters for brands

• Value is reshaping loyalty. 61% prioritize getting the best value over staying loyal to a particular brand.
• Price sensitivity is rising. 62% say they’re more price-sensitive than they were a year ago.
• Financial goals remain a priority. 57% are actively saving toward financial goals, even as only 31% describe themselves as financially comfortable.