Hispanic Gen Z: Why Spanish, Streaming, and Authenticity Drive Growth
February 18th, 2026
HMC recently held a webinar featuring Elizandra Granillo and Katya Skogen of Collage Group, which spotlighted Hispanic Gen Z as a critical growth engine for brands in 2026 and beyond. The message was clear: connecting with Hispanic audiences requires cultural fluency, not shortcuts. Here are three key takeaways every marketer should know:
- This market is young, massive, and influential. With 64 million Hispanics in the U.S., $3 trillion in buying power, and a median age of 30, Hispanic consumers—especially Gen Z—are shaping culture, media, and growth across categories.
- Spanish isn’t optional—it’s a trust builder. Hispanic Gen Z lives in a bilingual world, and 63% prefer ads that incorporate Spanish, even in English-language environments. Authentic Spanish, Spanglish, and culturally resonant storytelling matter far more than “perfect” translations.
- Meet them where they are—and who they trust. YouTube, TikTok, and Instagram dominate, with creators and influencers often carrying more credibility than traditional media. Content that reflects shared passions, identities, and lived experiences drives engagement.
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