The Hispanic audience is young and vibrant. Hispanics are the youngest racial and ethnic group in the U.S. with a median age of 28. Hard work and education are key components of the American Dream for Hispanic consumers.

Through a new partnership with SABEResPODER, Branded Research has access to a unique mobile-first research platform for Hispanics. Together we have embarked on new research examining The Pursuit of the American Dream for Hispanic consumers.

Our research found that education is a top priority for Hispanic consumers. Education is seen as critical to career success and an important factor in personal development. About half of Hispanic consumers say they plan to pursue further education.

Hispanic parents have a high level of engagement in children’s education compared to other groups. Roughly 85 percent of Hispanic parents report attending meetings at their children’s school and 84 percent set aside a special spot at home for homework.

Hispanic students are already making the American Dream of higher education a reality. College enrollment among Hispanic students increased from 54 percent in 2004 to 70 percent in 2015, according to Excelencia in Education. And Hispanic students have a higher rate of college enrollment directly after high school than Caucasians or African American students.

This trend is set to continue. College enrollment is projected to increase for Hispanic students more than other groups. Between 2011-2022, Latino college enrollment is projected to jump by 27 percent.

Hispanic consumers are passionate about hard work in addition to education. Jobs are seen by Hispanic consumers as a means of caring for their families as well as feeling productive and needed. The majority of Hispanics hold traditionally blue-collar jobs in construction, food service/prep, manufacturing, and maintenance. Hispanic consumers aspire to hold positions in sales, construction and food service/prep in the future. Only about 1 in 5 Hispanics currently serve in managerial roles, leaving opportunities for growth and advancement.

Download our white paper to discover more insights on Hispanic consumers.