Language is an expression of identity and its how we connect to each other and to our world. While many may never have to question their relationship with language, the majority of Hispanic households face the challenges, contrasts and opportunities of navigating between two languages on a daily basis.
The Pew Hispanic Center today came out with a new report, based on several studies, that shows how generations living on the same households widely differ in their usage and relationship with language. In summary, more than 80% of U.S. born adult children of immigrants speak English fluidly and very well, in contrast to just over 20% of their parents. And when it comes to third generations, more than 90% speak English very well.
It is not a surprise that children or second generations pick up English at a very fast pace: they are exposed to the language at earlier ages, more frequently and their social surroundings mostly operate in the language (i.e., school, friends) and even the media and culture they are exposed to are mostly in English. Their parents, on the other hand, are often becoming more exposed to English later in life, and still have some extremely strong connections to Spanish through family, work and even the media they consume.
Acculturation and language are recurring topics when it comes to developing strategies on behalf of our clients and something we also personally face. What will always be interesting is that a large portion of Hispanic households can’t be defined solely on language; many may better be described as bilingual households. And reaching the members living under that roof requires multiple approaches based on the desired target audience.
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