The New American Vanguard: Latinos 50+ are Healthy, Wealthy and Wise
The New American Vanguard, Latinos 50+ report explores how the consumption habits of older Hispanics are poised to change the outlook on what it means to live in the “golden years.” Hispanic Baby Boomer (50-64) and Greatest Generation (65+) consumers are redefining retirement by living and working longer, establishing increased wealth potential and bearing the torch as the cultural matriarchs in their families and communities.
While younger Hispanics are commanding wide-spread attention, it’s actually older Hispanics who are leading the way, extending a strong cultural influence over their families and their communities at large. At 11 million strong, Hispanics 50+ represent 10% of the total population and are expected to reach 42 million or 24% by 2060, according to the U.S. Census. As more than half of U.S. Hispanics 50+ are foreign born, a strong connection and affinity for Spanish- and Latino-influenced consumer behaviors will continue to drive purchasing behaviors well into the future, representing an opportunity for marketers to cultivate deep relationships with this growing segment.
While younger generations are garnering the bulk of media attention, Hispanics 50+ are also on the rise. Eleven million strong, Hispanics 50+ represent 10% of their age cohort in 2015 and are expected to grow to 42 million or 24% by 2060.