Lintott, Amanda
October 2004
Brand Strategy;Oct2004, Issue 186, p48
Trade Publication
This article focuses on marketing to Hispanic Americans in the U.S. Hispanics are now the largest minority group in the U.S. And as the numbers grow, so does the community's purchasing power. The sheer size of the US Hispanic population, 35 million people in 2000, according to the US census, means it is an important part of the U.S. customer base. Marketers and businesses must adopt new approaches and strategies to reach this complex and evolving market. It is not just the size of the market that makes it important, there is a growing Hispanic middle class with money to spend. The median income of Hispanic households rose by 20% from $27,977 to $33,565 between 1996 and 2001 while the median for all households increased from $39,869 to $42,228, a rise of 6%.


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