• Latino Millennials consider themselves both 100% American and 100% Latino. [1]
  • 6 in 10 Latinos are Millennials or younger.
  • Hispanic identity fades among 2nd and 3rd generation Americans. [2]
  • By 2050, Hispanics will make up 29% of the U.S. population. [3]

Figuring out how these figures impact how we relate to Latino young adults in authentic and relevant ways is easier said than done. As an attempt to make sense of how best to create meaningful experiences for them, Sentido was created. It is an effort to understand 2nd- and 3rd-generation Latino Millennials by directly engaging them, getting to know them, and creating vibrant and innovative experiences with them, not just for them.

Sentido uses human-centered design (HCD) to understand the needs and values of Latino young adults and design experiences that support them in their search for meaning. Human-centered design is an inclusive problem-solving approach that puts the end-user at the center of the creative process to come up with solutions that are technologically feasible, economically viable and desirable for our audience.

A deeper and more empathetic understanding of the needs and values of Latino young adults helps leaders to reach them where they are, learn strategies to contextualize what we learn by listening to them, and consider innovative ways of creating experiences and engagement opportunities that are socially impactful and grounded in love.

HCD consists of three phases: Inspiration, Ideation, and Implementation. We are currently in the middle of the Inspiration phase, where we learn directly from the people we are designing for by immersing ourselves in their lives to develop a better understanding of their needs and values. Along the way, we gather insights that help us refine our research question and develop a set of transferable principles to help leaders in creating new experiences with Latino Millennials.

Our hope and aspiration is that Latino young adults feel that they belong to a community where they feel valued, heard and understood.

[1] “NBCUniversal Telemundo Enterprises Launches ‘Fluency Plus,’ a New Bilingual Digital Production Studio.” NBCUniversal, 2 Nov. 2017.

[2] Lopez, Mark Hugo, et al. “Latino Identity Declines Across Generations as Immigrant Ties Weaken.” Pew Research Center’s Hispanic Trends Project, 4 June 2018.

[3] Passel, Jeffrey S., and D’Vera Cohn. “U.S. Population Projections: 2005-2050.” Pew Research Center’s Hispanic Trends Project, 8 Mar. 2012.