The Hispanic Market in Today’s Economy
Now more than ever Hispanics represent an influential force in the United States. TheHispanic presence in America can no longer be ignored. With millions in purchasingpower Hispanic consumers have become not an alternative market, but a primarysource of business. As Hispanics have experienced American culture, the U.S. hasalso absorbed new cultural patterns from Latinos, creating an environment of culturalexchange and cross-cultural marketing.Hispanic marketing has become a must since general marketing efforts lack culturalrelevance and are less effective for today’s diverse array of consumers. Hispanics arebuying. The question is: who is effectively inviting them to buy?It is important to know the difference between selling and inviting to buy. The latter haslong term benefits that can be seen in many aspects such as customer loyalty.Businesses that are aware of this difference and proactive in their Hispanic marketingefforts are ahead of the curve and will generate more business even during these tougheconomic times.The participation of Hispanics in today’s economy has become vital for the growth of America. From hard working illegal immigrants to successful Hispanic CEOs, Hispanicsrepresent one of the major driving forces of economic success for millions of people inand out of the U.S.In 2008 we witnessed the making of history with Barak Obama as the first AfricanAmerican U.S. President and Hillary Clinton as the first female presidential candidate. Itmight not be long to have a Hispanic presidential candidate. Sotomayor’s appointmentto the Supreme Court is proof of Hispanic participation and importance in the U.S.My involvement in the Hispanic community allows me to see the potential and progressof our people, and how we make a difference in America. Struggle is always present inour lives and our journey is not easy. But our hard work has allowed us to build apathway to our culture and gain respect in what was once a foreign land, which hasbecome our home away from home.I am fascinated with the opportunities that are out there not only for Hispanics but for those who are interested in our community. I am the founder and organizer of aprofessional group call “Hispanics Mean Business” and it is always a pleasant surprisewhen a new member registers that is not Hispanic.Hispanic culture is rich in many aspects. Millions of non-Hispanics become part of our community every day by doing business with us, eating Spanish food, learning Spanishlanguage or by “trying” to dance salsa! The important thing to know is that we are an
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