Embracing 200% American: The New Dual Identity of Hispanic Audiences

By: Jaime Rubianogroot, VP of media

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That connection is what Hispanic communities pride themselves on in their homes and in their daily lives. It is a proud and joyous feeling that is felt in our music, our food and our celebrations.  

No longer “Hispanic American”, I AM 200% AMERICAN

For a long time, we have been identified as _________- American, a fusion of where our ancestors were from and where we live now.  As our younger generations are more and more empowered, we are seeing them opt for a more holistic way to own their heritage. The concept of being “200% American” has become a powerful narrative in Hispanic communities. The term, created by Telemundo as it launched its Hispanic streaming division, speaks to individuals who identify as fully American and fully connected to their Latin American heritage. For example, I am a proud Brazilian American who is both 100% Brazilian and 100% American. It is a dual identity that represents the unity of my culture.  

Is this another movement?

Now, I know what you might be thinking, and the short answer is no, this is not a movement – it’s a way of thinking that contributes to how a group of people define themselves. Most importantly for marketers, it tells another chapter in a story of how to connect with a consumer segment with growing buying power. As of 2023, the Latino market made up 19% of the total U.S. population and represents a $2 trillion segment. As a marketer that has planned strategies for Hispanic audiences, I have always found myself in a conversation of how to effectively reach that audience with the authenticity they crave.  As they adopt this new perspective on identification further, new opportunities are coming to light.

A new way to connect

For brands, the “200% American” identity offers a unique opportunity to connect with Hispanic consumers on a deeper level. Traditionally, marketing efforts have focused on segmentation by language, acculturation levels and dedicated channels vs. total market buying. However, the 200% concept goes so much deeper.

Given we know Hispanic audiences connect more with brands that highlight their cultures with authenticity, this presents a new way in for brands.  When you also factor in the fact that this will connect with younger Hispanic audiences, this concept becomes exponentially more important.

So, what does this all mean?

Brands need to craft campaigns that acknowledge the multifaceted nature of these identities, capturing the intersection of Latin American cultural values and the American way of life. In doing so, they can create messages that resonate with both Hispanic and American audiences. This trend is particularly valuable for digital and content-based marketing strategies.  

The marketing implications of this trend are significant. Brands that leverage the 200% identity can foster stronger emotional connections by highlighting shared values like family, entrepreneurship and resilience – key traits that Hispanic Americans often emphasize. So, what is the action step? Move away from traditional segmentation based solely on language or acculturation. Instead, embrace the fluidity and joy of Hispanic identities by creating marketing strategies that speak to their dual experiences – fully Latino, fully American – and leverage their growing influence on mainstream culture.

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