Marketing Blurb is fond of lamenting that too many consumer products companies and their advertising agencies are run by fat bald white guys (FBWGs) Yes, there are exceptions, so please do not take offense if this is not true of your company. But sometimes, FBWGs have difficulty understanding the realities of a diverse 
marketplace. For example, there are 41.3 million Hispanics in the US, and only Mexico, Spain, Colombia, and Argentina--have more Spanish-speaking residents. While Texas and California have the largest Hispanic populations, Hispanic residents have more than tripled in Georgia, North Carolina, Nevada, Alabama, Arkansas, South Carolina, and Tennessee over the last ten years. Marketers cannot ignore the Hispanic demographic, nor treat Hispanics as a single market segment. As such, Yvonne “Bonnie” García, President of MarketVision.com offers this advice:
“Focus on how Hispanics spend their money. Hispanics tend to make every day special for their families, as opposed to saving up for a family vacation in Vail. According to the Selig Center, they spend a higher proportion of their income on groceries; telephone services; furniture; major appliances; men’s and children’s clothing; footwear; housing; and gas and motor oil.”
Oh, and remember that according to a June 2004 study by MarketResearch.com, Hispanic moms have the highest birth and fertility rates in the nation. Latina moms have more children at an earlier age. Chief Marketer has more information. Marketing Blurb urges FBWGs everywhere to seek help in learning how to properly address the Hispanic market. You might start by hiring your next generation of consumers.
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