The rapid rise and overall size of the U.S. Hispanic population has received headline after headline in recent years. It is well-known and widely accepted that companies doing business in the U.S. need to pay careful attention to this audience for their bottom lines today, and even more so tomorrow.
What has gotten a little less attention are the changing social dynamics of this group. Contemporary Latinos are more educated, wealthier and have greater influence on mainstream America than they did just 10 years ago. A Conill research study earlier this year found that 78% of non-Hispanics and 74% of Latinos agree that Hispanics have had a great or moderate amount of influence on American culture. The rising affluence and influence of this group is even outpacing its own unprecedented growth rate, and the relative youth of the Hispanic population ensures that this trend will only accelerate in the coming decade. These are powerful truths that all marketers, particularly those of luxury and financial products and services should recognize. READ MORE
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