ALMA’s Virginia Reyes: The interesting thing about Fusionists is that they consider themselves 100% American and 100% Hispanic

Virginia Reyes, Director of Strategic Insights of ALMA, spoke with PRODU about the recent study conducted by the agency entitled Fusionistas 2.0, with the aim of knowing how bicultural Hispanic moms are raising and educating a new generation of Hispanic Americans.”Fusionistas is a term used particularly in ALMA and comes from a study we did in 2009 when we realized that the Hispanic market in the USA was changing, and we were finding ourselves with a consumer who was not like anything we had seen before. Bicultural Hispanic Fusionists are those who are proud of both the values of American culture and the Hispanic” Reyes said.This time, the agency wanted to confirm whether Fusionists were transmitting their love for American and Hispanic cultures to the next generation of Hispanic children.”The interesting thing is that Fusionists considered 100% American and 100% Hispanic,” she said. “We did an online community that lasted about five weeks and recruited 24 Fusionists moms and all without exception were defined as bicultural moms. At the end of the studied, we confirmed our hypothesis of how the Fusionists spirit is passed from generation to generation.”For Reyes, being Fusionistas is a mental state. “It’s not necessarily a geographical or demographic situation, it’s a lifestyle, it’s a way of approaching culture and values. It is fascinating to see how this new generation of children will be growing up in that environment, and what they could achieve as a society. Surely, they will take it to the next level as what we have been seeing with millennials currently,” she said.To read the complete study, click {here;http://bit.ly/1p2pTLG}.