New Study on Millennial Latinos

Much is written about Latinos, America's fastest growing minority, changing the fabric of America. But as much attention as is given to Latinos as a whole, surprisingly little has been written about Millennial Latinos, those of us born between 1982 and 2003 - part of the largest and most diverse generation in American history.  This is especially shocking when you consider that we are the true engine of Latino population growth: thirty-four percent of Latinos are under age 18. We represent more than 20% of the Millennial Generation; never before has a minority ethnic group made up this large a share of young America. 

In an effort to fill that knowledge-gap, today Democracia Ahora, a Latino advocacy organization, released a National Study of Young Hispanics by pollsters Bendixen & Amandi.  The study, comprised of 1,500 English and Spanish language interviews with young Latino voters (18-29) and citizens (16-17), offers an interesting glimpse into a world that most are just beginning to learn about.  Among the study's key findings:

  • 2/3 of young Latinos identify as "bicultural" and only 1/6 identify more with "American culture"
  • 83% believe discrimination is an important problem for them personally
  • Despite the overwhelming response on the question of discrimination, 91% believe in the American Dream
  • Like other Millennials, the majority gets their news online
  • But unlike other Millennials, a majority also watches Spanish language TV with some frequency
  • Like other Millennials, a plurality supports an activist approach to government
  • Yet a plurality doesn't know what their political ideology is
  • Young Latinos are registered as Democrats 4:1, many citing the party's inclusivity as a major rationale
  • Less than 10% express interest in the 2010 Elections

Our youth gives us incredible long-term potential.  Every year for the next 20 years, 500,000 Latinos will turn 18 and become eligible to vote.  We have the capacity to determine the success of candidates and political parties in the short and long term.

Here's the catch: most advocates and campaigns know very little about Millennial Latinos.  They don't know who we are or where to reach us. Corporate America, by contrast, is keenly aware of the potential buying power of this demographic and far ahead in their efforts to court Millennial Latinos- marketing everything from bilingual cartoons characters to energy drinks inspired by Mexican luchadors - directly to us.     

In the next few days I am going to do a bit of a deeper dive on each of the main findings.  Be sure to stay tuned. 

On Tories, Lib Dems and the Underperforming Democratic Coalition

- The UK General Election is full of interesting suprises.  There are many stories popping up there, but perhaps the most compelling has been the collapse of the Tories and the rise of the two center-left parties, the Liberal Democrats and Labour.  According to the latest polls the two center-left parties have close to 60 percent between them, with the once dominant Tories now in the low 30s. 

Given the peculiar election system in Britain, there are still many possible outcomes to the May 6th vote.   One, however, that seems unlikely now is a complete Tory victory.  If David Cameron manages to become Prime Minister with an almost 2:1 vote against him, it will lead to governing and legitimacy issues for the retreating Tories.  The Economist has a very good piece this week taking a deeper look at the fast changing UK General Election.

- I am a big fan of the Daily Kos weekly tracking poll.  It is full of interesting bits of data.  This week I focused on this bit:

                Obama Favorability        Vote Intent (%)

All                      54                          27

Women              65                          25

Black                  92                          18

Latino                 72                          19

18-29                 66                          18

This poll confirms what we found in our big recent study of the coalitions of the two political parties - for the Democrats to have the kind of election they hope to have this fall, they are going to have spend a great deal of money and time getting their new coalition more interested in voting this year.   The most pro-Obama groups are the ones, at this point, least likely to vote this fall.

Update: More on the growing repudiation of the Tories in the UK, from Left Foot Forward.  

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