Hispanics demonstrate importance at voting booth and at cash register

The hype about the importance of the Hispanic vote became a reality during the 2012 elections, where Hispanics were 10 percent of the overall voting block and significantly more in key swing states like Florida, Colorado and Nevada.  Latinos voted for President Barak Obama 71 to 27, a gap of 44 percentage points – larger than the 36 point gap the president had over John McCain in the last election.

While there is understandable attention being given to this important voting bloc on the heels of the election, the results of the election should serve as a wake up that this demographic will be influential for the long term – both at the ballot box and at the cash register.

And, the clock is ticking as by 2042, Whites will be the minority in the United States, according to the Pew Hispanic Center.

 

The influence is also not limited to population growth.  Economically, Latinos account for more than $1.3 trillion in economic purchasing power, according to the Selig Center for Economic Growth.  In terms of industries, Hispanics are expected to account for 40 percent of the net new households in the next 10 years, Hispanics spend more at supermarkets, outpace non-Hispanics on smart phone and table purchases and Spanish-language TV networks consistently outperform English-language ones among key demographics.   Add to this the fact that Hispanic-owned businesses grew 43.7 percent compared to the national rate increase of 18 percent and that Hispanics are now largest minority group among U.S. 4-year university students, the case for Hispanics’ long-term economic importance begins to take shape.

 

The market is there and the numbers are compelling, but many companies continue to put Hispanic marketing on the back burner, say they don't have a budget to do Hispanic marketing or think they are already reaching Hispanics through their English-language campaigns.

 

Let me be clear.  There is a major difference between reaching Hispanics and connecting with Hispanics. Connecting with Hispanics requires a credible and culturally-relevant approach.  Trusting relationships must be established and cultivated, and approaches cannot focus solely on language. Hispanics see straight through lackluster efforts such as translations, asking for our vote the last two weeks before an election or remembering us only during Hispanic Heritage Month.

 

The key is in transcreating rather than translating. Transcreation is the cultural-adaptation of marketing and sales messages to reach Hispanics in a language they understand both literally and metaphorically.  Transcreation focuses on what motivates Hispanics to purchase or consume goods and services rather than on whether they speak Spanish or English. In other words, knowledge of how culture influences a Hispanic’s decisions is more important than language preference.

 

Success also requires adequately allocating budgets to reach this important segment. The Hispanic market must be integrated into an overall market strategy and not treated just as a niche market.  There are no easy short cuts.

 

Now is the time to begin.

Census releases 2012 Hispanic Heritage Month "Facts for Features"

The U.S. Census released its annual Facts for Features on Hispanics for Hispanic Heritage Month.  Read it here.  Some of the highlights:

52.0 million

The Hispanic population of the United States as of July 1, 2011, making people of Hispanic origin the nation's largest ethnic or race minority. Hispanics constituted 16.7 percent of the nation's total population. In addition, there are 3.7 million residents of Puerto Rico, a U.S. territory.
Source: 2011 Population

1.3 million

Number of Hispanics added to the nation's population between July 1, 2010, and July 1, 2011. This number is more than half of the approximately 2.3 million added to the nation's population during this period.
Source: 2011 Population Estimates
National Characteristics: Population by Sex, Race, and Hispanic origin

132.8 million

The projected Hispanic population of the United States on July 1, 2050. According to this projection, Hispanics will constitute 30 percent of the nation's population by that date.
Source: Population Projections

37.0 million

The number of U.S. residents 5 and older who spoke Spanish at home in 2010. Those who hablan español constituted 12.8 percent of U.S. residents 5 and older. More than half of these Spanish speakers spoke English “very well.”
Source: U.S. Census Bureau, 2010 American Community Survey: Table B16001

17.3 million

The number of U.S. residents 5 and older who spoke Spanish at home in 1990.
Source: Language Use in the United States: 2007

Non-profits, Foundations need Latino Donors to Make up for Existing Boomer Donor Base

Philanthropic organizations and nonprofits face a long-term challenge as most have a donor that is overwhelmingly made up aging Anglo Baby Boomers.  Their future is based on making themselves relevant to Hispanics as the fastest-growing demographic in a way that's relevant to them, says an article in MediaPost.

The article's author, Jose Villa, points out some facts that track with research and strategic marketing planning I've been involved with for non-profits and a major community foundation.  Specifically, that most Hispanics are generous in their giving, but do so in non-traditional ways and give to organizations close to them, such as a church.  Most have no family history or connection to charitable organizations and other nonprofit organizations.

Mr. Villa suggests a few ways philanthropic and non-profit organizations can start to make themselves relevant such as:

• Make your work (product, service, etc.) relevant to Hispanics (and other ethnic groups) and particularly young Hispanics. You may not have an“H” or “L” in your name (e.g., LULAC, HSF, NALEO, etc.), but you need to start to think and act like a Hispanic-serving organization.
• Make sure you hire and retrain staff who understand (and represent) younger Hispanics.
• Create opportunities for Hispanics to take leadership roles in your organization.
• Invest in understanding how to make your brand, marketing and communications inherently cross-cultural.
• You probably already have an existing Hispanic constituency. Identify it, empower it, and use them as your ambassadors, or “emisarios,” out to their large network of Hispanics.
• Make your organization digital at its core – live where young multicultural audiences live. Go where younger Hispanics are. That’s in social, mobile and the broader digital world.

The above suggestions are great, but they are largely tactical. What I suggest is that the first step be to stop talking about credibly reaching out to Hispanics make it a business imperative by getting buy-in from the leadership and the board.  Not much will happen without that, despite the best intentions of those in the organization.

Also, start with a plan.  Hire experts to develop a strategic marketing plan so that the entire organization is on the same page, and resources are allocated appropriately based on segments identified. Buy-in has to start at the top and permeate throughout the organization ... and everyone needs to be operating from the same plan.

MA, NY, RI and MI population growth attributable to Hispanics

Essentially, the entire population increases from 2000-2010 in Massachusetts, New York, Rhode Island and Michigan were attributed to the Hispanic population, according to the 2010 Census. This and Census data from 6 other states follows:

District of Columbia
-- The Hispanic population is 54,749, up 21.8% from 2000 when it was 44,953 -- Non-Hispanic population increased 3.8%
-- The state's overall population increased by 29,664 people, of which 9,796 (or 33%) were Hispanics

Maine
-- The Hispanic population is 16,935, up 80.9% from 2000 when it was 9,360
-- Non-Hispanic population increased 3.6%
-- The state's overall population increased by 53,438 people, of which 7,575 (or 14.18%) were Hispanics

Massachusetts
-- The Hispanic population is 416,775, up 53.8% from 2000 when it was 271,003
-- Non-Hispanic population increased 2.9%
-- The state's overall population increased by 198,532 people, of which 198,925 (or 100.2%) were Hispanics

Michigan
-- The Hispanic population is 436,358, up 34.7% from 2000 when it was 323,877
-- Non-Hispanic population decreased by -1.7%
-- The state's overall population decrease by -54,804 people, and increased by 112,481 Hispanics

New Hampshire
-- The Hispanic population is 36,704, up 79.1% from 2000 when it was 20,489
-- Non-Hispanic population increased 5.3%
-- The state's overall population increased by 80,684 people, of which 16,215 (or 20%) were Hispanics

New York
-- The Hispanic population is 3,416,922, up 19.2% from 2000 when it was 2,867,583
-- Non-Hispanic population decreased -0.9%
-- The state's overall population increased by 401,645 people, of which 549,339 (or 136.77%) were Hispanics

Puerto Rico
-- The Hispanic population is 3,688,455, down -2.0% from 2000 when it was 3,762,746
-- Non-Hispanic population increased 9.6%
-- The commonwealth's overall population decreased by -82,821people, of which -74,291 were Hispanics

Rhode Island
-- The Hispanic population is 130,655, up 43.9% from 2000 when it was 90,820
-- Non-Hispanic population decreased by -3.9%
-- The state's overall population increased by 4,248 people, of which 39,835 (or 937.74%) were Hispanics

South Carolina
-- The Hispanic population is 235,682, up 147.9% from 2000 when it was 95,076
-- Non-Hispanic population increased 12.1%
-- The state's overall population increased by 613,352 people, of which 140,606 (or 22.92%) were Hispanics

West Virginia
-- The Hispanic population is 22,268, up 81.4% from 2000 when it was 12,279
-- Non-Hispanic population increased 1.9%
-- The state's overall population increased by 44,650 people, of which 9,989 (or 22.37%) were Hispanics

Census Director: 2010 Census all about Hispanic, local

The growth of the Hispanic market and its migration to the suburbs is, "... the big headline of the Census, in both size and scope," says Census Director Robert Groves in a MediaPost article.

He goes to tell Marketing Daily in the article that advertising must begin to reflect the realities of the U.S. population.

Is America Becoming a Hispanic Country?

CNN.com ran an opinion piece by Ruben Navarrate with this title referring to the "Hispanization" of the United States based on the population growth, economic impact and cultural influence.

In the first 33 states for which data has been released, there are almost 600,000 more Hispanics than previously thought. There is still data coming from the other states, making it likely that the final figure could surpass 55 million, or 17% of the U.S. population.

10 more states receive Census data

Over the past week, the Census released state data for: Alaska, Florida, Georgia, Kentucky, Minnesota, Montana, New Mexico, North Dakota, Ohio, and Tennessee.

42 states have now received their Census information and Hispanics have represented nearly 55% of the total population growth in these states.

Next week, the Census releases state data for • Maine• Massachusetts• Michigan• New Hampshire• New York• Rhode Island• South Carolina• West Virginia• District of Columbia• Puerto Rico

Florida

-- The Hispanic population is 4,223,806, up 57.4% from 2000 when it was 2,682 715

-- Non-Hispanic population increased 9.6%

-- The state's overall population increased by 2,818,932 people, of which 1,541,091 (or 54.6%) were Hispanics

Ohio

-- The Hispanic population is 354,674, up 63.4% from 2000 when it was 217,123

-- Non-Hispanic population increased 0.4%

-- The state's overall population increased by 183,364 people, of which 137,551 (or 75.02%) were Hispanics

Georgia

-- The Hispanic population is 853,689, up 96.1% from 2000 when it was 435,227

-- Non-Hispanic population increased 14%

-- The state's overall population increased by 1,501,200 people, of which 418,462 (or 27.88%) were Hispanics

Kentucky
-- The Hispanic population is 132,836, up 121.6% from 2000 when it was 59,939

-- Non-Hispanic population increased 5.6%

-- The state's overall population increased by 297,598 people, of which 72,897 (or 24.5%) were Hispanics

Minnesota
-- The Hispanic population is 250,258, up 74.5% from 2000 when it was 143,382

-- Non-Hispanic population increased 5.8%

-- The state's overall population increased by 384,446 people, of which 106,876 (or 27.8%) were Hispanics

Alaska

-- The Hispanic population is 39,249, up 51.8% from 2000 when it was 25,852

-- Non-Hispanic population increased 11.6%

-- The state's overall population increased by 83,299 people, of which 13,397 (or 16%) were Hispanics

Montana
-- The Hispanic population is 28,565, up 58% from 2000 when it was 18,081

-- Non-Hispanic population increased 8.7%

-- The state's overall population increased by 87,220 people, of which 10,484 (or 12.02%) were Hispanics

New Mexico
-- The Hispanic population is 953,403, up 24.6% from 2000 when it was 765,386

-- Non-Hispanic population increased 4.9%

-- The state's overall population increased by 240,133 people, of which 188,017 (or 78.3%) were Hispanics

North Dakota
-- The Hispanic population is 13,467, up 73% from 2000 when it was 7,786

-- Non-Hispanic population increased 3.9%

-- The state's overall population increased by 30,391 people, of which 5,681 (or 18.69%) were Hispanics

Tennessee
-- The Hispanic population is 290,059, up 134.2% from 2000 when it was 123,838

-- Non-Hispanic population increased 8.8%

-- The state's overall population increased by 656, 822 people, of which 166,221 (or 25.31%) were Hispanics

Hispanics at least 25% of Connecticut's largest cities

While the Hispanic population is approximately 13.4% of Connecticut's total population (up from 9.4% in 2000), it about double or more in the state's largest cities.

Here is a run down (ranked in order of percentage):

1. Hartford - 45.4% Hispanic (54,185 out of 119,479 people)
2. Bridgeport - 39.9% Hispanic (55,100 out of 137,965 people)
3. New Britain - 38.4% Hispanic (26,934 out of 70,113 people)
4. Waterbury - 32.7% Hispanic(34,446 out of 105,265 people)
5. New Haven - 28.5% Hispanic (35,591 out of 124,727 people)
6. Danbury - 26.1% Hispanic (20,185 out of 77,248 people)
7. Norwalk - 25.0% Hispanic (20,770 out of 83,193 people)
8. Stamford - 24.6% Hispanic (29,188 out of 118,779 people)

Source: 2010 Census American Fact Finder

First 33 states receive Census data, Hispanics account for nearly 60% of total growth

As of today 33 states have received their state-specific Census data. The total population increase for these states is 19,691,162 people. The total Hispanic population increase for these states is 11,304,746.

Put another way, 57.41% of the total U.S. population growth reported thus far is Hispanic.

Hispanic populations in Arizona, Idaho and Wisconsin increase

The Census brought today to 33 the number of states that have received their data with the release of state data for Arizona, Idaho and Wisconsin.

Arizona
-- The Hispanic population is 1,895,149, up 46.3% from 2000 when it was 1,295,617
-- Non-Hispanic population increased 17.3%
-- The state's overall population increased by 1,261,385, of which 599,532 (or 47.5%) were Hispanics

Idaho
-- The Hispanic population is 175,901, up 73% from 2000 when it was 101,690
-- Non-Hispanic population increased 16.7%
-- The state's overall population increased by 273,629, of which 74,211(or 27.1%) were Hispanics

Wisconsin
-- The Hispanic population is 336,056, up 74.2% from 2000 when it was 192,921
-- Non-Hispanic population increased 3.5%
-- The state's overall population increased by 323,311, of which 143,135 (or 22%) were Hispanics

Census: Hispanics 90% of population increase in California and 77% of population increase in Pennsylvania

The Census also released state data for California and Pennsylvania.

California
-- The Hispanic population is 14,013 719, up 27.8% from 2000 when it was 10,966,556
-- Non-Hispanic population increased 1.5%
-- The state's overall population increased by 3,382,308, of which 3,047,163 (or 90%) were Hispanics

Pennsylvania
-- The Hispanic population is 719,660, up 82.6% from 2000 when it was 394,088
-- Non-Hispanic population increased 0.8%
-- The state's overall population increased by 421,325, of which 325,572 (or 77%) were Hispanics

Census: 94% of Connecticut's Population increase was Hispanic

Connecticut's total population increased by 168,532 from 2000-2010, according to the Census. The Hispanic population's increase during that time was 158,764, or 94%.

Connecticut
-- Hispanic population is 479,087, up 49.6% since 2000 when it was 320,323.
-- Total population increased by 0.3%
-- The state's population increased by 168,532, of which 158,764 (or 94%) were Hispanic

Head for the barn Auntie Em, 2/3 of Kansas' population growth was Hispanic

The Census data today released data for Kansas and Wyoming, bringing to 26 the number of states that have received their state-specific data.

Kansas
-- The Hispanic population is 300,042, up 59.4% from 2000 when it was 188,252
-- Non-Hispanic population increased 2.1%
-- The state's overall population increased by 164,700, of which 111,790 (or 67.8%) were Hispanics

Wyoming
-- The Hispanic population is 50,231, up 58.6% from 2000 when it was 31,669
-- Non-Hispanic population increased 1.1%
-- The state's overall population increased by 69,844, of which 18,562 (or 26.5%) were Hispanics

Hispanic population in North Carolina up 111% and up 96% in Delaware

The Census today announced the 2010 Census results for Delaware and North Carolina.

Delaware
-- The Hispanic population is 73,221, up 96.4% from 2000 when it was 37,277
-- Non-Hispanic population increased 10.5%
-- The state's overall population increased by 114,334, of which 35,944 (or 31%) were Hispanics

North Carolina
-- The Hispanic population is 800,120, up 111.1% from 2000 when it was 378,963
-- Non-Hispanic population increased 13.9%
-- The state's overall population increased by 1,486,170, of which 421,772 (or 28.3%) were Hispanics

63% of Nebraska's population growth was Hispanic

Hispanics accounted for 63% of Nebraska's population growth from 2000-2010, according to the state Census data released today.

Nebraska

-- The Hispanic population is 167,405, up 77.3% from 2000 when it was 94,425
-- Non-Hispanic population increased 2.6%
-- The state's overall population increased by 115,078, of which 72,980 (or 63%) were Hispanics

Alabama, Hawaii, Missouri, Nevada and Utah receive Census Data

The Census data today released data for the following 5 states, bringing to 21 the number of states that have received their state-specific data.

Alabama
-- The Hispanic population is 185,602, up 144.8% from 2000 when it was 75,830
-- Non-Hispanic population increased 5.1%
-- The state's overall population increased by 332,636, of which 109,772 (or 33%) were Hispanics

Hawaii
-- The Hispanic population is 120,842, up 37.8% from 2000 when it was 87,699
-- Non-Hispanic population increased 10.3%
-- The state's overall population increased by 148,764, of which 33,143 (or 22.2%) were Hispanics

Missouri
-- The Hispanic population is 212,470, up 79.2% from 2000 when it was 118,592
-- Non-Hispanic population increased 5.5%
-- The state's overall population increased by 393,716, of which 93,878 (or 23.8%) were Hispanics

Nevada
-- The Hispanic population is 716,501, up 81.9% from 2000 when it was 393,970
-- Non-Hispanic population increased 23.7%
-- The state's overall population increased by 702,294, of which 322,531 (or 45.9%) were Hispanics

Utah
-- The Hispanic population is 358,340, up 77.8% from 2000 when it was 201,559
-- Non-Hispanic population increased 18.4%
-- The state's overall population increased by 530,716, of which 156,781 (or 29.5%) were Hispanics

Census data released for Colorado, Oregan and Washington

The Census released state data for Colorado, Oregon and Washington today.

Colorado
-- The Hispanic population is 1,038,687, up 41.2% from 2000 when it was 735,601
-- Non-Hispanic population increased 11.9%
-- The state's overall population increased by 727,935, of which 303,086 (or 41.6%) were Hispanics

Oregon
-- The Hispanic population is 450,062, up 63.5% from 2000 when it was 275,314
-- Non-Hispanic population increased 7.5%
-- The state's overall population increased by 409,675, of which 174,748 (or 42.6%) were Hispanics

Washington
-- The Hispanic population is 755,790, up 71.2% from 2000 when it was 441,509
-- Non-Hispanic population increased 9.5%
-- The state's overall population increased by 830,419, of which 314,281 (or 37.8%) were Hispanics

Census shows Texas population is mix of old Anglo and young Hispanic

In the first article that I've seen to actually analyze Census data, a Bloomberg article outlines that Whites in Texas are growing older and more dependent on the earning power and taxes of younger Hispanics, now poised to take over as the state’s largest demographic group.

The data confirm Hispanics are on pace to become the biggest ethnic group in the state by 2015, said Steve Murdock, a former U.S. Census director who teaches sociology at Rice University in Houston. A gap is forming, he said, between youthful Hispanics and aging non-Hispanic whites, known colloquially in Texas as “Anglos.”

Non-Hispanic whites now account for 68 percent of Texans 65 years and older, compared with Hispanics’ 20 percent share of that age segment, Murdock calculates.

Hispanics account for 65% of Texas' population growth from 2000-2010

The Census released state data for Texas today, which showed 65% of the state's population growth from 2000-2010 was due to the Hispanic population.

Texas
-- The Hispanic population is 9,460,921, up 41.8% from 2000 when it was 6,669,666
-- Non-Hispanic population increased 10.6%
-- The state's overall population increased by 4,293,741, of which 2,791,255(or 65%) were Hispanics

South Dakota's Hispanic Population increases 102.9%

South Dakota received it's state Census data today, which showed that nearly 20% of the state's population growth between 2000-2010 was due to the Hispanic population more than doubling.

South Dakota
-- The Hispanic population is 22,119, up 102.9% from 2000 when it was 10,903
-- Non-Hispanic population increased 6.5%
-- The state's overall population increased by 59, 336, of which 11,216 (or 18.9%) were Hispanics