Hispanics Amanda Hubbard, Heather Clore, Beth Schwartz, Beckie Imboden. Interesting Facts. Hispanics have been around for a long time! In 1609, 11 years before the Pilgrims landed at Plymouth Rock, the Mestizo (Spanish and Indian ancestors) settled in what is now Santa Fe, New Mexico.
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It is a proven fact that Hispanic Americans have long lagged behind the National education averages of many existing ethnicities, but to say that they are not intelligent is not at all fair! They only lack a formal education.
In each category, Hispanics have less educated people
Children under 5 are less likely to be enrolled in early education than Caucasians or African Americans
Today 1/3 of Hispanics are under the age of 18, and by 2025 they will represent 25% of the K-12 population
The high school drop out rate is higher in Hispanics (according to US Dept of Edu.), and in 1998 30% aged 16-25 were drop outs.
The overall lack of formal education in Hispanics is in part due to their cultural norms and values – a tightly knit family and working to help pay the family’s bills is more important now than slowly getting an education.
This does not mean that Hispanics are less intelligent – It just means they lack the formal education that Americans have.Education – Facts and Insights
This lack of formal education makes it difficult for Hispanics to achieve much significant career advancement.
Family is at the center of their daily life
Importance of close interpersonal relationships and friendships
Treating others with respect
Belief that a man is the head of the family
Emphasis on the worship to the Virgin Mary
Strive to create a better life for their family.
Group vs. Individual goals
As A Consumer
Influenced by sale items and will by new brands if they are on sale
Very price sensitive
Hispanic elements very importantMotivators/Goals
Buying power at $581 billion
43% of Hispanic adults said that their top financial priority was saving for retirement
many Hispanics still believe that the safest place to save their money is at home
Hispanics are newcomers to investingSpending And Saving Habits
Growing market – 1/3 plan to buy computer in next year
Face to face contact with products
Spanish language = emotion
Incorporating Spanish words
California Wellness Foundation
12 million listeners
50% between 18-40
40% 2 or more children
Spanish channels – easy to reach Hispanic adults
English channels – reach more Hispanic youth
CBS Latino Grammy Awards
NickelodeonAdvertising and Media
“Are you Lactating?”
Running out of milk not funny
“Y usted, ¿Les dio suficiente leche hoy?” & “Familia Amor Leche”
Hispanic adults/Hispanic youth
Pacific Health Care Systems
Hired a Hispanic to market to Hispanics
Latino Health Solutions
Procter & Gamble
$90 million (10% of budget)
Gain - “The scent of clean”
Early 2000 – multicultural marketing
2003 Grammy’s - Crest Ad
Buena comida – 105 items
Western UnionCompanies who Market well to Hispanics