"Hispanics" Facts

Hispanic doesn’t exist

The Hispanic consumer doesn't exist. “Hispanic” is a US marketing term. That’s why we use it. But it is a construction that doesn't fit with the diversity of this market.

The same reasoning tells us that “American” doesn't exist, because America has the most segmented market in the world.

Another term used for this market is Latino, but this term has even more limitations, because it includes Brazilian, Antilleans and Europeans who speak Latin-rooted languages.

This is as odd as grouping Americans, British, Canadians, Australians, Jamaicans, South Africans and Bermudians consumers because they all speak English.

While the terms is intended to mean “Spanish speaking person living in the US”, literally, Hispanic means "from Spain",: but the Latin America and Caribbean heritage comes in a great proportion also from native tribes, Africa, China, India, and many more.

There are no Hispanics in Latin America and the Caribbean. They are Colombians, Venezuelans, Mexicans, etc.

Countries of origin for US Hispanic are: Argentina, Bolivia, Chile, Colombia, Costa Rica, Cuba, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Peru, Paraguay, Puerto Rico, Spain, Uruguay and Venezuela.

Read now our whitepaper Immigration and the Hispanic Market which includes:

Transnational communities
Different Markets
The Hispanic Market is Big
Buying Power
Demystifying Hispanic Consumers
Stereotyped Values
Translating from English in Advertising

There is a significant new market out there. So you should not ask yourself whether or not to include Hispanics in your marketing efforts. You should ask us how to do it.

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