A new demographic has entered the chat and they are making a mark: the “200%ers.” These individuals, deeply rooted in their Hispanic heritage yet fully embraced as Americans, embody a bicultural identity that shapes their values, experiences, and aspirations. The L.A. Times describes the term as “a quick, snackable descriptor for the many ethnically challenged among us; there’s no fumbling for the right words to describe nor validate your existence”. The difference between them and the stereotypical Hispanic audience you ask? The 200%ers are reshaping how Hispanic audiences are perceived in the media to ensure they showcase the nuances of the identities that encompass their communities. 

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The arbiters of this are none other than everyone’s beloved target market, Gen Z. Known as a generation that’s all about individualism, the sense of understanding their identity is at the core of who the 200%ers are, even if the term itself is just marketing lingo. Identifying as 100% American and 100% Latinx doesn’t let the world split who they are, but rather gives them ownership of how they allow themselves to be portrayed.

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An audience segment once considered secular and tailored to fit into a mold, is now telling the media to stop dismissing Latinx as mere consumers when we are so much more. In Arlene Dávila’s 2001 book, “Latinos Inc.: The Marketing and Making of a People”, she highlights that Latinx should be considered active stakeholders who are worthy of jobs, opportunities, participation, and equity in these highly profitable cultural industries. 23 years later, we are still holding the same conversations on how to accurately be provided representation in the media and be marketed to. 

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Identity: A Blend of Cultures

“When people talk about the Hispanic/Latinx community as a collective, the nuance is lost.”‍

- Salina Benitez, Account Director @ Taylor 

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Hispanic & ‘Latinx’ feel like blanket statements to bicultural Gen Zers; especially when their dual identity is reflected in their daily lives, from their language preferences to their cultural practices. They seamlessly navigate between the worlds of traditional Hispanic customs and contemporary American life, embracing the best of both. Even with this awareness there are still many underrepresented voices within the Latinx community. Elevating emerging ones in these spaces authentically reflects the diversity of Hispanic culture. 200%ers recognize this richness within the community. They appreciate the unique experiences and perspectives of individuals from different Latin American countries, rejecting the one-size-fits-all stereotypes that can sometimes perpetuate.

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Values: Community, Resilience, and Sacrifice

Community is a cornerstone of Hispanic culture, and 200%ers deeply value the interconnectedness of their families and communities. There is a willingness to sacrifice and put others ahead of themselves, demonstrating a strong sense of empathy and altruism. These communities pack big numbers, but still feel close-knit making any moment an opportunity for a celebration. There is an invisible string that connects community to celebration and food & drinks are at the center of that. It’s how they connect and keep traditions alive while still adapting to the modern world and how the culture looks like today. 

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Resilience is another defining characteristic of 200%ers. Their ancestors faced numerous challenges, from immigration to economic hardship, and this legacy of perseverance continues to shape their outlook on life. Despite adversity, they remain hopeful and determined to overcome obstacles. 

“Resilience is a main driver regardless of what country your background is from, Hispanic people fighting for their lives and always with grace”

    - Lola Algibez Flores, Participant @ DCDX Live Dash

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This also plays into how 200%ers want to be perceived, since there is a lack of empathy in the media in how their stories are told. There is a pertinent need to showcase more than just the struggles of this community but the success stories as well.

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Brand Involvement: Authenticity and Representation

Taking matters into their own hands, bicultural Hispanics are using social media to share their cultures and unique facets of their identity. We are seeing a new wave of representation through mainstream influencers and artists (music & beyond) that continue to break stereotypes and build new spaces for others to enter. This means that brands who want to play in the space need to reflect the culture they are trying to represent. Simply incorporating Hispanic themes or using Spanish language marketing is not enough. Instead, brands must demonstrate a genuine understanding of the community’s values, experiences, and aspirations. Tapping into celebrities is fine, but what is more impactful is collaborating with real people who are mouthpieces of the community.

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“You can have big names for the press, but there needs to be a give-back angle to support authenticity.”

- Alexa Gonzalez, Sr. Account Executive @ Taylor

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Collaborating with Hispanic influencers and community leaders can help brands build trust and credibility. By involving individuals who truly represent the 200%ers’ experience, brands can ensure that their messaging resonates authentically with the target audience. There are some brands that are already making headway, for example Smirnoff Vodka’s “Baila Con Smirnoff” campaign that brought to life a brand character as a cultural representation of their Spicy Tamarind flavor and Cheetos “Deja Tu Huella” that aims to highlight how the Hispanic community leaves their mark on the world.

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TL;DR. Check out our report on how the rise of 200%ers is reshaping the narrative around Hispanic identity in a way that transcends labels and stereotypes. This bicultural generation, fully embracing both their American and Hispanic roots, is not only claiming ownership of their identity but also demanding authentic representation. Brands that aim to connect with them must go beyond surface-level gestures and dive deeper into the community’s values, stories, and nuances. By doing so, they’ll resonate with a vibrant and resilient audience that is unapologetically both 100% American and 100% Latinx.