Are We Integrating Hispanics?

In 2012 the Nielsen Company stated that if the Hispanic Market Buying Power were a standalone country, it would be one of the twenty economies of the world. Currently, it represents $1.5 Trillion in the United States.  Why wouldn’t anyone want to take advantage of this market? South Carolina is second on the list of top 10 States with the fastest growing Hispanic population. From 2000 to 2011 the Tri-county Latino population grew over 160% (Pew Hispanic 2014). Growth will persist since the average age of a Latino in the U.S. is 28, nearly ten years younger than the total market median age. Twenty one percent of all Millennials (Age 14-34) in the U.S. are Hispanic and by 2020 the percentage is expected to grow to twenty three percent (ThinkNow 2014). While the overall population is graying and retiring, Latinos remain young and becoming the main consumers of this country. The question is, “Do we know enough about Hispanics to integrate them into our planning process?” Let’s take the test with Univision’s scorecard…
We have sized the Hispanic opportunity for our brand/company. 1 2 3 4 5
Hispanic efforts are resourced with the right talent and at the right funding levels. 1 2 3 4 5
Key initiatives are launched concurrently in the Hispanic and non-Hispanic markets. 1 2 3 4 5
We have products, packaging and services that are relevant to Hispanics. 1 2 3 4 5
We have shown consistent Hispanic investment over time. 1 2 3 4 5
On a scale of 1 to 5 (“5”) being the best, how does your organization score?          

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