Hispanics, or Latinos (which kindly includes my native country, Brazil, where we speak Portuguese), have been a strong influence in the US economy for decades. As an integral part of the workforce seeking the “American Dream”, more and more Latinos tried, as time went by, to “fit-in” to the American culture to succeed and achieve that Dream. Latino parents would only speak English with their kids, so they would fit-in in school. When American neighbors came to visit, they made sure to serve peanut butter and jelly sandwich for the kids and hot dogs for the adults (“keep the tamales in the fridge, Mi Amor!”). You get the picture.
The process of trying to “fit-in” to an alien culture is called acculturation. It does not have much, if anything, to do with which generation you belong to, but it is a phenomenon statistically proven to be correlated with two major variables:
- How easily you flip-flop from your native language to the country language. In this case, how effortlessly a Latino goes back and forth between Spanish (or Portuguese) and English, and;
- How similar the purchase basket is of a Latino family or individual to an American one.