# Empowered Culture Hispanic Millennials react to negativity by re-identifying with their roots. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jan 12, 2018 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/empowered-culture ## Key Figures - Trend score: 3.3/10 - Evidence articles: 7 ## What is the Empowered Culture trend? **Empowered Culture:** Hispanic in North America are undergoing a stronger re-identification with their culture–channeled through media, art empowerment and education. These ventures raise Hispanic voices and promote the cultural values of Hispanic communities. ## The consumer insight behind the Empowered Culture trend The negative political discourse around Hispanic immigrants in the USA has resulted in a counter-reaction where individuals and groups from these communities are redefining success in America as something to be achieved with their cultural roots intact, rather than the "assimilation" that the system has been trying to promote for decades among immigrants. ## At a Glance - Evidence: 7 featured examples - Articles from: May 12, 2016 to May 30, 2018 - Published: Jan 12, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America ## Themes within the Empowered Culture trend ### Hispanic Empowerment Negative political discourse in the US has led Hispanic millennials to re-identify with their roots, thus creating a need for apps, multicultural commercials, and entrepreneurial support that cater to their culture and values. ### Multicultural Marketing Businesses are increasing their consumer base by targeting multicultural audiences, leading to the creation of campaigns and product lines that promote diversity and self-expression. ### Hispanic Business Empowerment Business associations and partnerships like the National Hispanic Business Women Association and $tand By Me are providing entrepreneurial support and coaching to overcome challenges like language barriers. ## What the Empowered Culture trend means for industry ### For Marketing and Advertising Multicultural campaigns and targeted product lines are playing a major role in increasing brand awareness, consumer engagement and loyalty. ### For Entrepreneurship and Small Business The entrepreneurial spirit of Hispanic entrepreneurs in the US is being supported by initiatives by organizations promoting coaching, mentorship, and financial stability. ### For Furniture and Design Designers of Hispanic origin are using traditional artistic expressions to inspire modern-day products that communicate with space and people. ## Workshop question How can your brand better empower individuals and groups? ## Trend signals for Empowered Culture Trend score 3.3 out of 10, from popularity 47%, activity 45%, freshness 8%. - Popularity: 47% - Activity: 45% - Freshness: 8% ## Examples of the Empowered Culture trend 7 featured examples from May 12, 2016 to May 30, 2018. - [Architectural Barrier Walls](https://www.trendhunter.com/trends/prison-wall): 'Prison-Wal' Turns a Controversial Idea into a Celebration of Mexico (Category: Art & Design) Implication: The Architectural industry provides an excellent opportunity for buildings to become a powerful medium for political and social commentary - [Uruguay-Inspired Furniture Collections](https://www.trendhunter.com/trends/estudio-persona): Estudio Persona Debuts the Flow Collection at ICFF in NY (Category: Art & Design) Implication: Disruptive innovation opportunity: Redefine traditional furniture design by combining aesthetics, functionality, and cultural elements. - [Latino Influencer Summits](https://www.trendhunter.com/trends/hispanicize-texas): Hispanicize Texas Aims to Empower With Engaging Sessions (Category: Life-Stages) Implication: Fashion brands can collaborate with Latino influencers to reach a broader and more diverse audience. - [Entrepreneur Empowerment Programs](https://www.trendhunter.com/trends/tand-by-me): $tand By Me Has Partnered with the Delaware Hispanic Commission (Category: Business) Implication: Personal finance coaching firms could expand their services to include coaching for small business owners, with a focus on addressing language barriers. - [Multicultural Retail Commercials](https://www.trendhunter.com/trends/lucete-a-tu-manera): Target's 'Lúcete A Tu' Manera Campaign Targets Hispanic Consumers (Category: Marketing) Implication: By diversifying marketing strategies, retailers can tap into new markets and attract more customers. - [Cultural Business Associations](https://www.trendhunter.com/trends/business-women-association): This Business Women Association Connects Hispanic Professionals (Category: Business) Implication: Business associations catering to specific demographics, like the National Hispanic Business Women Association, have the potential to connect professionals, foster empowerment, an… - [Latino Voting Apps](https://www.trendhunter.com/trends/latino-vote): The Latino Vote App Helps Latinos Register For Presidential Elections (Category: Tech) Implication: The development of voting apps like Latino Vote App presents disruptive innovation opportunities for mobile app developers to create specialized apps that cater to specific voter… ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)