letter from the editor
Oh Very Young, Where Will You Lead Us?
C
at Stevens asked that question a long time ago. The latest
crop of young people, or Millennials, begs the same one. Born
between 1982 and 2000, they’re 32–14 years of age. One thing
is certain, they have captured the attention of most advertisers.
However, some say Millennials are the largest and most elusive
generation of all time.
It’s been a while but I’ve always felt that my twenties were my favorite
decade. It was the time when I completed my college education and it was
during those years that I felt I blossomed. I didn’t have a digital age to
contend with, we still used typewriters in my journalism classes, but perhaps
that was a greater challenge? Somehow, I survived and that tells me that regardless of the decade, and despite gloomy predictions—there were many for
my generation too—this age group has much in store. Latino Millennials, in
particular, have much to anticipate.
According to Forbes, Latino Millennials are more optimistic than their
counterparts, expecting to be more successful than their parents. Young
Latinos between the ages of 20 and 29 carry about $10,000 less debt than
other Millennials and they’re getting richer. Forbes reports, “Nielsen’s
Hispanic Retail 360 study for 2013 shows an 89 percent increase in Latino
Millennial-led households earning between $50,000 and $100,000 a year in
the last decade alone.”
We hope to capture this spirit in our Millennial issue that includes a
fashion feature, car buying guide, a profile of a young Latino leader, and
much more.
In “From Coffee to Cocktails,” stylist Yanira Garza compiles three looks for
the young Latino professional that can move from day to night with only a
few minor adjustments.
We’ve also compiled our listing of vehicles that Millennials may find
appealing in “Millennials Car Guide.” Understanding their appreciation for
technology— young Latinos, own more smart phones than any other Millennial group—as well as value and fun, we’ve included vehicles that we’ve
tested and that offer at least one of these advantages or all of the above.
Finally, this is the generation that will lead us forward as a nation. Their
search for authenticity and willingness to be hear