d2H
  • Home
  • Expertise
  • Work
  • People
  • News
    • Infographics
    • Blog and Articles
    • Glossary
    • Podcasts
  • Contact
  • Menu Menu
  • Facebook
  • Instagram
  • LinkedIn
  • Mail

As an independent Hispanic advertising agency we have been asking ourselves an existential question for much of the last decade – why does our trade seem to be abandoning the US Hispanic “Viejennials?” Ever since the Millennial generation became the advertising industry’s target celebre, it seems that no one, except for Medicare Advantage Plans, seems to care much about the Hispanic Adults 35+ that actually grew our industry into what it is today.

Viejennial = Spanish Adults 35+

Let’s start with a definition of “Viejennial”. As much as we would like to take credit, the term originates in Spain as a way to describe their boomers. We are taking the liberty of expanding that definition to include Hispanic Boomers and Gen-Xers: This means Hispanic Adults 35+.

We do not aggregate these two generations arbitrarily. The fact is that Hispanic Millennials 18-34 have become the sweet spot and driver of today’s “Total Market” campaigns, whereas the Hispanic 35+ set is actually the driver of most of the US Hispanic market’s consumption.

It is widely reported that US Hispanics currently have upwards of $2T in buying power. Viejennials, as we define them, represent 75% of this opportunity. It is true that while Millennials engage digitally and socially more than their senior generations, Viejennials are buying. Transactions speak louder than shares and likes.

Why is Marketing to Viejennials Important?

Here are a few proof points to consider in case you have been distracted lately chasing that shiny new and virtually broke generation.

  • Viejennials influence the influencers. Hispanic Millennials disproportionately live in multi-generation households. 40% vs. 23% for their non-Hispanic cohorts. In other words,Viejennials remain at the epicenter of the Hispanic household. At the risk of getting too anecdotal, Viejennials have more years of experience embracing and managing a dual culture way of life. Millennials may be more tolerant, ethnically diverse, better educated and digitally native. But Viejennials are culturally savvy and life-experienced and represent the primary influence in major financial and other aspirational decisions.
  • There are almost 24MM Viejennials. If you recalculate the number of Hispanic consumers to include only 18+ (those old enough to buy something), this represents 60% of all possible Hispanic customers. Compare this to the 17MM Hispanic Millennials which represent only 40% of today’s Hispanic consumers.
  • Over half of the Viejennials in the US report incomes over $50K. It gets better. 20% report incomes over $100K. Contrast this with a recent article in Adweek headlined, Why Targeting Millennial Customers Might Not Be Such a Hot Idea After All. (Robert Klara, June 11, 2019). It argues that “a growing body of evidence shows why Gen Y consumers aren’t ideal: because many of them are broke.” This might explain why if we look at just a few high value categories: Viejennials are 35% more likely to have bought a new car than Millennials; they are 22% more likely to have traveled abroad; and they are 60% more likely to own a home.

Some would say that we are oversimplifying the market by segmenting it into these two large buckets. Are we? Most advertising agencies today are actually under-serving the ROI potential of the market by lumping it into a Millennial-centric total market bullseye that leaves the Viejennials on the outer circles. The Millennials will have their day as the ideal consumer…just not yet.

For more discussion about Viejennials in the U.S. Hispanic market, check out the infographic in our APPROACH section and vlog – Speaking2Hispanics here on our website, www.d2hispanic.com.

Marcelino Miyares, Jr.- Managing Partner – D2H Partners, LLC – 2019

About d2H Partners – Los Angeles based full-service Hispanic Advertising Agency focused on D2C and B2B​ Spanish language campaigns targeting immigrant, first-generation and “billenial” Hispanics. d2H specializes in creating, adapting, and delivering targeted messages to Latinos to profitably enculturate your message, media and metrics.

Archive

  • February 2025
  • March 2024
  • June 2023
  • May 2023
  • April 2022
  • March 2022
  • February 2022
  • December 2021
  • November 2021
  • September 2021
  • July 2021
  • June 2021
  • April 2021
  • March 2021
  • February 2021
  • January 2021
  • December 2020
  • October 2020
  • August 2020
  • June 2020
  • May 2020
  • April 2020
  • March 2020
  • February 2020
  • January 2020
  • December 2019
  • November 2019
  • October 2019
  • September 2019
  • August 2019
  • July 2019
  • January 2018

Categories

d2H PARTNERS

We are a specialized agency focused on D2C and B2B campaigns targeting immigrant, first generation and “billennial” Hispanics.

LOS ANGELES
316 W. 2nd Street
Suite 1105, Los Angeles, CA  90012
213-784-0401
marcelino@d2hispanic.com

CHICAGO
1940 Internationale Parkway Suite 500
Woodridge, IL 60517
312-909-9913
maria@d2hispanic.com

Home

Expertise

Work

People

News

Contact

d2H+

How To Pick The Right Agency For Your Business: 5 Things To ConsiderThe Unifying Power of Spanish
Scroll to top