Hispanic Acculturation & Its Impact on Products & Services Consumption

Group of friends sitting on the ledge of a mountain

The difference is vast between acculturated and un-acculturated Hispanics, and the impact it plays when it comes to decision making is crucial while choosing a primary financial institution.

Maintaining their Latin culture is very important to Hispanics who move to other countries. Latinos do more than just assimilate into the American culture; they acculturate to fit in and adopt a complementary set of cultural habits in the United States. Acculturation is a process that doesn’t happen overnight, and many Latinos who come to the United States seeking out the American Dream spend years trying to absorb and connect with the American culture, depending upon their level of education, assimilation, support groups and location. That includes where they bank.

The level of acculturation is based on education, socioeconomic status and the time spent living in the US. In other words, where you come from and the time living here in the U.S. play a big role in decision making to acquire products and services from credit unions. Some cities or regions have larger Hispanic populations, which sometimes can make it easier for Latinos to navigate the first few months but more difficult to learn English and get familiar with the American culture. Then companies located in those areas must find better ways to bring Latinos in to use their products and services.

The difference is vast between acculturated and unacculturated Hispanics, and the impact it plays when it comes to decision making is crucial while choosing a primary financial institution.

Acculturated Hispanics are said to be bicultural. Even the newer generations born in the U.S. maintain a high level of Latino culture in their lives. Becoming fluent in another culture takes time and dedication, making it much easier for credit unions to reach a bicultural person than a monocultural person. Credit unions will find it easier to market to bicultural Hispanics because they tend to have a higher level of education, less of a language barrier and enough knowledge about the American culture and finances.

Credit unions marketing to bicultural Hispanics still need to understand that even though they are bicultural, it doesn’t mean that their primary culture is forgotten. Your credit union will have greater success if you accommodate your internal organization to meet Hispanics’ cultural expectations.

By contrast, monocultural Hispanics are usually Latinos who are just beginning their life here in the U.S. Latinos who moved here at an older age tend to stay monocultural as it becomes harder for them to learn a new culture with all the intricacies tied to it. They also tend to lean on their children and family members to help them navigate processes and financial culture in this country, which makes it harder for them to connect with the American culture. This is why is important for credit unions to not only drill down into the marketing of products and services provided to Hispanics, but also to work on the internal culture of the organization to provide better service and make Hispanics feel at home when they visit your branch, website, mobile application or call your member service center.

While serving Hispanics is often generalized that does not mean they all want and need the same things or respond in the same ways. Credit unions must understand the different aspects and levels acculturation to provide the right marketing, products and services to help members make the sound financial decisions and make them feel welcomed into the credit union.

Let's Get Started!

Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Living life by his motto to “Do good even if the world is unfair,” Dexter would also advise his younger self, “It’s hard, but you’re doing good!” Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche


Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

Download Teal Paper!
Download Teal Paper!
Download Teal Paper!
Download Teal Paper!
Download Teal Paper!
Download Teal Paper!
Download Teal Paper!