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Like any group, Hispanics in a community typically become reconfigured into distinct market segments—small-business owners, professionals, agribusiness, and so on—with all
usual qualifying characteristics: Common identity and accessibility; Common characteristics; Identifiable wants, needs and objectives; active communications networks.
Where is Home?
“The Southwest and Northeast still have heaviest concentrations of Hispanic communities, but Latinos are changing look, sound and feel of more and more cities across nation that have not traditionally been home to Hispanics,” reports Gigi Anders in Hispanic Magazine, adding that Hispanic communities are developing at a record-breaking pace in other nontraditional states such as Arkansas, Oregon, Nevada, and South Carolina.
And Georgia!
Yolanda Rodríguez, writing in Hispanics Online: “In 1996, Georgia Hispanic Chamber of Commerce had 180 members and now has 931, ranging from multimillion dollar companies to small mom-and-pop operations.”
Business owners and professionals who understand that will enjoy a competitive edge in this marketplace and find it easier to build productive relationships with receptive Hispanic prospects and clients.
So, What is it: Hispanic or Latino?
We’re back to that question…
Those who call themselves Hispanic are typically more assimilated (or acculturated), politically conservative, and younger than those who use term Latino, who, conversely, tend to be liberal, older, and at times, more radical.
“A recent presidential tracking poll by Hispanic Trends, Inc., a polling firm associated with Hispanic Magazine, wanted to put identity issue to rest once and for all by asking registered voters which term they preferred--Hispanic or Latino?” Concludes Ms. Granado, “The result was something of a surprise: A majority prefers term Hispanic.”
There, does that straighten picture on wall?
Reference Sources:
1. U.S. Census Bureau, Census of Population.
2. www.HispanicsOnline.com. This website is an invaluable resource for anyone seeking to learn more about Hispanic culture, lifestyle, economics and demographics.
3. “Surveys Reveal Hispanics’ Family Concerns,” Humberto Cruz, The Savings Game, Tribune Media Services, 1/5/03
4. “Family Is Priority for Many Hispanic Workers,” Carol Kleiman, Tampa Tribune, 12/24/02
5. The Allied Media Publication Network allows you to target this market through publications whose editorial focus is directly linked to Hispanic culture.
6. “Bilingual Yellow Pages to Embrace Hispanics,” Rafael Morales, Tampa Tribune, 10/25/02
7. “Small Business Research Summary’s – Analysis of Hispanic-Owned Companies,” David Birch September 2000. Cognetics Marketing Services, Inc.
8. “The Hispanic Market Continues To Grow Everywhere!” Alex López Negrete, President/CEO, López Negrete Communications.
9. “The Hispanic Population in United States, March 2000,” Roberto Ramirez and Melissa Therrien.
10. “Top 10 Cities For Hispanics 2002,” Gigi Anders, www.HispanicsOnline.com
11. “Hispanics Living in Peach State,” Yolanda Rodríguez, www.HispanicsOnline.com
12. “'Hispanic' vs. 'Latino’: A New Poll Finds That The Term 'Hispanic' Is Preferred,” Christina Granado, www.Hispaniconline.Com
Want More? Send questions and comments to w.willard3@knology.net
Bill Willard has also been writing high-impact marketing and sales training primarily for the financial services industry for 30 years—but as Will Rogers put it: "Even if you're on the right track, you'll get run over if you just sit there.” Through interactive, Web-based "Do-While-Learning™" programs, enewsletters and straight-talking articles. And fun!
