The New Generation Latino Consortium (NGLC) announced today the launch of a quantitative study that sets out to explore the motivations of one of the fastest growing sub segments of the population – New Generation Latinos (NGLs).

NGLs are defined as young bilingual/bicultural Latinos between the ages of 13 and 34, with a preference for the English-language. For some marketers, NGLs are considered the greatest untapped segment of the population. While the numbers exist in terms of demographics, there is very little information on how to communicate to this group.

For most companies and brands, marketing to Latinos is still very much conducted as a niche marketing effort, predominately in Spanish. And that will certainly not go away. Nonetheless, the growth of the NGL market calls for an evaluation and understanding on how to best market to bilingual/bicultural Latinos.

As a NGL, I have my personal opinion of what works and what doesn't work when marketers communicate to me. Because I live between two languages and two cultures, for me language is not a factor. But on the flip-side, relevance is a huge factor.

What this actually means for us as communicators is still to be determined. As a communicator, I’m anxious to learn more about what motivates NGLs and what's relevant to them. A study like the one proposed by NGLC can certainly serve as the beginnings of a roadmap for the future of marketing to Latinos. ¡Enhorabuena!