Latino Gen Z and Millennials are navigating a unique intersection of identity, cultura, faith, belonging, and purpose. They are asking big questions about who they are, where they come from, and what they believe—often outside the traditional spaces previous generations relied upon for answers.
The research tells a clear story: this generation is deeply curious, highly discerning, and searching for authentic ways to connect cultura, comunidad, and meaning. They're not rejecting purpose or spirituality—they're on a búsqueda for expressions that feel honest, relevant, and rooted in real life.
1 IN 3 YOUNG LATINOS ARE SEARCHING FOR BELONGING
Young Latinos often navigate multiple worlds at once—language, culture, family expectations, faith traditions, and evolving identities. Many are actively searching for spaces where they can feel fully seen, understood, and connected.
What This Means for VERBO: We create stories that explore identity, belonging, roots, and community through the lived experiences of Latino voices.
73% of Gen Z Prioritize Authenticity
Gen Z consistently values authenticity over perfection. They are more likely to trust lived experience, vulnerability, and honest storytelling than polished messaging or institutional narratives.
What This Means for VERBO: We prioritize real stories, real questions, and real people over formulas, stereotypes, or easy answers.
30% of Latinos Are Religiously Unaffiliated
While many Latinos remain spiritually curious, growing numbers are choosing to engage questions of faith, purpose, and meaning outside traditional religious structures.
What This Means for VERBO: We explore faith as a lived experience—through culture, creativity, service, healing, community, and action.
only 36% of young people attend church monthly
Young people — including Gen Z Latinos — are increasingly stepping away from traditional religious institutions and inherited forms of faith that feel rigid, performative, or disconnected from real life. Yet this shift does not signal the end of spiritual curiosity. Many are still searching for meaning, transcendence, and authentic expressions of faith—often through community, creativity, and culture.
What This Means for VERBO:
We create stories that reimagine faith through music, film, and art—meeting young Latinos where spiritual curiosity is still alive, even when institutional trust is not.
38% of americans DO NOT identify as christians
As religious affiliation declines across younger generations, many Gen Z Latinos are questioning inherited systems while remaining deeply interested in identity, purpose, and spiritual connection. Many increasingly seek trusted voices, authentic communities, and lived experiences over institutions alone.
Art has become one of the spaces where faith can feel honest, accessible, and alive.
What This Means for VERBO:
VERBO uses storytelling and creative expression to explore faith in ways that feel culturally fluent, emotionally real, and relevant to the lives of young Latinos.
1 IN 4 YOUNG ADULTS ARE RELIGIOUSLY UNAFFILIATED
Gen Z reports significantly higher levels of atheism, agnosticism, and religious non-affiliation than previous generations. Yet many still express interest in spirituality, purpose, and questions of meaning.
What This Means for VERBO:
VERBO creates space for spiritual exploration beyond traditional labels, helping young Latinos engage faith through culture, story, and creative expression.
Countries of Origin
As this chart reflects, approximately 60% of the total Latino population in the U.S. has Mexican ancestry. The other 40% are a diverse grouping of descendants from the rest of Latin America, including Puerto Ricans, Central Americans, South Americans, Cubans, Dominicans, and others.
Where Latinos Live
Latinos live in every state and U.S. territory. As the chart shows, the states with the largest Latino populations are California, and Texas. Latinos are the largest single population group in California (40%), Texas (40%), and New Mexico (49%).
THE OPPORTUNITY
These realities are not signs of disengagement. They are signs of a generation on a búsqueda for connection, purpose, authenticity, and hope. VERBO exists at the intersection of those questions—using music, film, and visual art to explore what fe en acción looks like in our lives, our cultura, and our comunidad.
Sources: Hispanic Star Gen Z Report; Pew Research Center; EY Gen Z Finding Meaning Report; History Factory: Why Authenticity Works with Gen Z; Springtide Research, American Survey Center