First Generation Hispanics are those born to immigrants who moved to the USA from Latin America or Spain. First generation Hispanics often act as a bridge between their immigrant parents and the local culture – helping to introduce these norms into the household, therefore acting as an effective connector. Their consumer behavioral patterns are often quite different from their immigrant parents. Historically, brands have mistakenly tried to group all first generation Americans as one unit, thus leading to ineffective marketing efforts, driving up CPA (costs-per-acquisition).