91% of Hispanic Gen Z say heritage defines who they are

How culture fuels Gen Z’s creativity, confidence, and brand loyalty

A new study by LatiNation reveals a striking truth about the next generation of Latinos: 91% of Hispanic Gen Z say their cultural or ethnic heritage is an important part of who they are. It’s a finding that goes beyond nostalgia since it points to a redefinition of what it means to be authentic in a hyperconnected, global world.

The research, part of the upcoming whitepaper Culture Decoded: How Hispanic Gen Z Redefines Authentic Brand Engagement by LatiNation, explores how culture, identity, and media shape how young Latinos express themselves and connect with brands. For this generation, heritage isn’t a static concept tied to language or geography: it’s something fluid, evolving, and deeply personal.

According to the study, 85% of respondents use content to connect with their Hispanic or Latino identity, and more than one-third (35%) actively seek out media to learn about their roots. But this connection goes beyond the words spoken on screen.

While 64% of respondents view Spanglish favorably in programming and advertisements, only 29% prioritize language as their primary connection point in advertising. Instead, half of Gen Z respondents value authentic cultural representation: the subtle cues, symbols, and values that reflect shared lived experiences.

As Karina Dobarro, EVP of Horizon Futures at Horizon Media, put it, “It’s not always about translation; it could be as simple as a single word. When you say ‘mijo,’ just sprinkling that one word can create a powerful connection, while the rest of the ad still resonates across multiple cultural worlds. It’s about having the right cultural cue to spark a genuine response.” These small but intentional touches; whether it’s a phrase, a reference, or a family dynamic, help young audiences feel seen.

What “authentic” really means to young Latinos in a global world

For Gen Z, heritage isn’t just something to celebrate during Hispanic Heritage Month, it’s a source of creative inspiration. Look at artists like Peso Pluma, Ice Spice, or Omar Apollo, who weave their roots into global sounds that defy categorization. Or creators like Ally Brooke and Alondra Delgado, who use their platforms to talk about identity, family, and representation with equal parts pride and vulnerability. These are voices that carry the message of what the study found: that cultural authenticity and global inclusivity can coexist.

This generation’s pride is open-ended. 95% of Hispanic Gen Z express interest in learning about foreign cultures, proving that celebrating one’s heritage doesn’t mean closing the door to others. Instead, it’s about blending; mixing Spanglish, rhythms, and references into something entirely new. The dual perspective that defines Hispanic Gen Z offers brands and creators alike a massive opportunity to connect more meaningfully, not by translating words, but by translating experiences.

As LatiNation’s upcoming whitepaper will explore, Hispanic Gen Z expects brands to reflect who they are, deeply, honestly, and with heart. Authenticity is no longer a buzzword; it’s the language of belonging. And this generation? They’re fluent in it.

Explore more insights from Culture Decoded: How Hispanic Gen Z Redefines Authentic Brand Engagement – the new LatiNation whitepaper coming soon.