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Nuevo Americans

To better understand how brands and marketers can actively engage the growing U.S. Hispanic population, MEC Bravo created a segmentation model that groups U.S. Hispanics into five distinct subgroups, the Nuevo Americans.

In a departure from traditional segmentation studies which often treat this multi-faceted population as a single group, Nuevo Americans focuses on attitudes and behaviors as the real segment drivers.

With this new model MEC Bravo strives to gain deeper insight into the consumer motivations, purchase decisions and media consumption of the Latino population inhabiting the U.S. today.