The Hispanic market in the United States is now $1 trillion—and growing. But roughly 50 percent of all U.S. brands still don’t include Latinos in their marketing mix. If your brand strategy is not Hispanic-ready, it is time to look at the numbers and ask yourself what your business can do to better connect with this powerful market.
The newly released 2010 Census data has confirmed what Hispanic marketers have always known: Hispanics are the fastest growing demographic in the United States. With a population of 51.2 million—one in every six U.S. residents, a stunning 42 percent increase from the previous census in 2000—Hispanics constitute a critical component to every brand’s long-term growth. While that may be old news for some of
us, the strength of the Hispanic market should serve as an eye-opener for many organizations.