Most young Americans look to leave their parents’ house as soon as they graduate from college or get their first full-time job. The traditional logic is that it’s time they set out on their “own path”.
However, in Latin America, it’s both common and perfectly respectable for young adults to live with their family until marriage. This tradition of living at home has followed Latinos to the States. It is not uncommon to find Hispanic children living at home until they get married.
The family plays a bigger role among Latinos than it does for many Americans. In America, a family’s influence is often seen at being odds with one’s individualism, but for Latinos, family ties are often an important part of shaping one’s own identity. Family is a resource, not a crutch. Hispanics tend to have stronger family connections, especially to extended family. These connections influence their consumer behavior, and companies that recognize that can find greater success in the Hispanic market.