Data and Depth on the Exploding ‘Hispanic’ Market in the US

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Our long time friend and industry veteran Jennifer Knight gave us a copy of a book called LATINO BOOM II written by her partner Chiqui Cartagena. I have spent this entire decade trying to find and learn what is listed in amazing depth and detail in this book. AAPN overlays the Americas, with a focus on Central America.

Next month we meet in Mexico City. Well, guess what, an enormous percentage of our country is what is categorized in one huge misleading bucket as 'Hispanic' drawing heavily from both geographies. 

Quoting from Chiqui's book, she writes, "Contrary to what most people think, Hispanic is not a race; it is an ethnicity". Here are other quotes from this truly amazing work:

Hispanics make up more than 20% of all millennials

50,000 Hispanics turn 18 every month

By 2021, one in four students in the US will be Hispanic

85% of all Hispanics in the US are either American citizens or born here legally

Hispanics will contribute over 60% of population growth over the next 5 years

58% of Puerto Ricans now live on the US mainland

Cultural differences

Attitudes and behaviors during the auto purchasing process
NON-HISPANIC……………HISPANIC
A hassle……………………An event
I expect service………….How will I be treated?
Knows the process………Fears the process
Pre-approval………………Hope I get approved
For me……………………..For my family
My decision……………….Our decision
A translation……………..An achievement
Deserved………………….Earned
Satisfaction……………….A proud celebration

POPULATION OF HISPANICS IN THE US BY NATIONALITY

It should be noted that Chiqui Cartagena is the Senior Vice President of Political and Advocacy Group for Univision Communications Inc and this is the second book she's written on the subject, as the title of this one suggests. You can buy both of the books here and I promise it'll be money well spent.