Multicultural creative agency LatinWorks and consumer research consultancy EthniFacts conduct the study "The PLUS+ Identity — Shifting Paradigms and the Future of Latino Culture in the US" that reveals that Latinos today are less apt to embrace a “neither from here, the U.S., nor from there, the country of origin” perspective, and more likely to embrace an ambicultural there identity.

MediaPost News publishes the piece with the study's conclusion: “67% of respondents said they want their kids to speak Spanish as well as they speak English; 63% say they are proud to be Latino, and just over 50% say Latino identity feels natural to them. And 60% say others know them as Latino. At the same time, 85% of Latinos feel equally American and Latino, per the study, and the same percentage want to stay that way. Seventy-one percent of those who feel more American than Latino, however, want to shift to the ambicultural middle.”

Read the complete story here.