One of the hottest trends in the Hispanic marketing industry is targeting “biculturals,” people who are equally comfortable navigating in two distinct cultures. The term is especially popular in describing second- and third-generation Latinos in the United States.
This group—which tends to skew younger than the rest of the population—is just as comfortable enjoying the cultural traditions of the United States as they are partaking in the ones passed down to them by their immigrant parents and grandparents. They have no problem shopping at Trader Joe’s for tofu and frozen yogurt and then traveling to a Mexican market for carne asada and fresh tortillas. READ MORE
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