TakeAway: The 2010 Census results will likely reveal the Hispanic market’s growing influence and help marketers understand they need to start focusing on this huge demographic change. Few people realize that Hispanics are influencing the general market more than vice-versa.
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Excerpted from AdvertisingAge, “A Look at the Numbers Behind America’s Huge Demographic Shift” By Chiqui Cartagena, August 31, 2010
With the arrival of Hispanic Heritage month, people in the media and marketing worlds have already started to talk about what the new Census results could reveal next year. This is the key point: It’s not about the Hispanic market, it about how these demographic shifts are affecting the so-called general consumer market.
It wasn’t really until the 2000 Census that the dominance of Hispanics became a “new phenomenon.” By the end of 2010, there will be 30% more Hispanics (50 million) than there will be African Americans (38 million) in this country.
Hispanics will continue to be a driving force behind America’s changing face, not so much through immigration but rather by births, with 60% of the U.S. Hispanic market growth coming from the natural births.
So, what does this mean to you?
- Any marketing plan targeting youths must take into account Hispanics.
- Marketing plans must take into account that Hispanics live in multi-generational households, therefore it is critical to understand how different generations influence each other.
- The influence of the Hispanic market goes beyond the traditional states. Over 30 markets saw the Hispanic population increase by more than 100,000 persons in the past 10 years.
- U.S. born Hispanics will require marketing campaigns that take into account their unique cultural background. It is critical to develop marketing campaigns that go beyond language and place of birth.
Edit by AMW
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Full Article:
http://adage.com/bigtent/post?article_id=145653
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The Homa Files 
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