Not only does this paper do a great job of recapping the growing influence of the Hispanic market as it relates to the decennial Census, it also helps marketers understand why they need to start focusing on this huge demographic change that America is undergoing. And 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.
By 2000 Hispanics, as the fastest-growing minority, had already surpassed the African-American community, reaching 35 million, representing 13% of the total population, while African Americans remained at 12%. By the end of 2010, there will be 30% more Hispanics (50 million) than there will be African Americans (38 million) in this country.
To download the AlmaDDB paper, go to: ddb.com/yellowpapers/
For the latest data on Hispanics, make sure to check out Ad Age’s white paper,
- 2010 Hispanic America, by Peter Francese,
- and the annual Hispanic Fact Pack.)
Powerful new statistics:
- 62% of Hispanics are under the age of 34.
- 33% of Hispanics will be under the age of 18.
- In Texas, California, New Mexico, Hawaii and the District of Columbia, the white portion of the population is already a minority (representing less than 50%).
- At the DMA, level there will be 19 markets where the minority is the majority. In 15 of them, the dominant minority is Hispanic; in two markets the dominant minority is Black, and in Hawaii, of course, it’s the Asian/Pacific Islander.
- By 2020, minorities are expected to account for 40% of the country.
Key marketing implications:
Whether you like it or not, the reality is that America is changing thanks to the growth of all the multicultural markets (including growing numbers of immigrants from Muslim countries and large swaths of people from Eastern Europe). 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 marketeers?
- 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.”
To download the AlmaDDB paper, go to: ddb.com/yellowpapers/
