Below The Surface: English-Dominant Latinos= Fully Acculturated

💡 Insight

English-speaking doesn’t mean culturally disconnected.

Many business leaders still assume English-dominant Latino consumers are less "Latino"—but that assumption is out of step with today’s cultural reality.

According to Pew Research, 68% of English-dominant Latinos see themselves as “a typical American,” but 95% of those nevertheless believe it's important that future generations speak Spanish!

This isn’t cultural dissonance. It’s actually dual fluency.

♟️Strategic Implication

Businesses should not conflate English-language preference with cultural disengagement. Marketing, brand, and product teams that go beyond surface-level segmentation and engage with heritage, identity, and values can directly design products and initiatives that will excel among this growing cohort of English-dominant consumers.

Sources

1. Pew Research

2. Pew Research