Beruflich Dokumente
Kultur Dokumente
El Elefante
in Your Isles
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Country of Origin/Heritage
Language of Preference
Socio-Cultural Level
Assimilation/Acculturation
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May 9th,
1753
A letter to
Peter
Collison
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December 4, 1910
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Planters Presents
Sheindele The
Chazente
New York, 1930s
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The Secret
of a Friendly Smile
Don Q Rum,
August, 1971
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Hispanic Births
and Net Immigration
by Decade: 1960-2030
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GEOGRAPHIC DISTRIBUTION
OF THE HISPANIC POPULATION
1980 TO 2006
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1980
41
1990
42
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2000
43
2006
44
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46.9 million
Making Latinos the nation's
largest ethnic minority
Hispanics constitute
15.4% of the nation's total population
(Not counting the 4.1 million residents of Puerto Rico)
Source: US Census Bureau
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Garca
is the 8th
Most Common
Last Name in the Nation
More than 1
of every two people
added to the nations population
between
July 1, 2007, and July 1, 2008,
was Hispanic
There were 1.5 million Hispanics added to the population during the period
Source: US Census Bureau
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By July 1, 2050
132.8 million Hispanics
will live in the U.S.
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Distance
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Younger
and
U.S.
Born
Nationwide
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Non-Hispanic White
Average Age: 40
Hispanic
Average Age: 27
Source: Pew Hispanic Center tabulations of the Census 2005 American Community Survey
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20%
of all
Elementary and High School
Students
are Hispanic
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Increase in
Buying Power
Mucho Dinero
Dinero!!
The buying power of Hispanics
in 2008 was over $951 billion
In 2010 their buying power will surpass
One Trillion dollars
The Hispanic market will be
more affluent than all of Mexico
and one of the largest economies
of the world Source: Selig Center for Economic Growth
University of Georgia
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Hispanic Market
Buying Power Growth
Is Outpacing
the Nations
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Geographically Concentrated
Buying Power
The Five States with the largest Hispanic markets
account for 67% of Hispanic Buying Power
California ($249 billion)
Texas ($171 billion)
Florida ($101 billion)
New York ($75 billion)
Illinois ($41 billion)
Source: Selig Center for Economic Growth:
The Multicultural Economy, 2008
In 2008
38% of all US Hispanic households had
incomes over $50,000
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Hispanic/Latino
Latin American
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Pilgrims in Peru?
When you come to the U.S.,
Thanksgiving is something
that you just kind of adopt right way.
You can relate to the mythology
of the Pilgrims coming here and the Indians
helping them out, just like your relatives
are helping you out.
Fernando Rojas
Immigration lawyer
originally from Colombia
Girls
Playing Ftbol
Fathers find
their attitudes evolving, too.
Benjamin Martinez, who played soccer in his
native Mexico, once would have scoffed at
the idea of a woman on the field.
His two daughters said
they wanted to be like
their father and play soccer Source: Chicago Tribune
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Greek Latinos
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Hispanic-ization of the
General Market
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>
Salsa outsold catsup by nearly $175 million
over the 52-week period ending October 8, 2005.
Source: ACNielsen
Tortillas Outsells
White Bread
>
Since
2008
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Marc Anthony
Daddy
Yankee
Ricky Martin
Enrique Iglesias
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So
How do you
connect with them?
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James Carville
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Degree of Intimacy
Latinos go a couple
layers deeper
in intimacy at every level
of human interaction
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Acknowledging Others
Hispanics inherently recognize other people as
human beings that need/want
acknowledgment as individuals; of their want
and needs; of their feelings
Eye Contact
Small talk
Acknowledging Others
Call Centers:
Average customer
conversation time
Non-Hispanic Whites:
6 minutes
Hispanics:
34 minutes
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Social Harmony
Hispanics have a need maintain
smooth and pleasant
social relationships
Personal Space
In social situations Hispanics find close
physical contact with others quite normal
Hugs
Hand shakes
Kisses
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More Gregarious
and Socially Flexible
At ease and comfort when hanging out with others and when
switching between different cliques
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Mujer Power
In 2002
Latinas owned
470,244 firms,
employing 198,000 people,
and generating
$24.9 billion in sales
Mujer Power
By 2004, the number grew
to 553,618 firms,
employing 320,000 people,
generating $44.4 billion.
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Importance of Family
Hispanics are very family oriented;
very in touch with one another
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Source: Packaged Facts - The Hispanic (Latino) Market in the U.S, March 2009
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Grocery shopping
is a family event
Retro--Acculturation:
Retro
The "new" Latino pride
Many Hispanics considered
acculturated go through an
interesting metamorphosis
when they begin to have their
own families
A strong yearning to pass on their Hispanic
heritage to their offspring
Passing on of cultural traditions,
Spanish-language and music.
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In which
Language
should you
address
Hispanics?
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There are 21
Spanish speaking countries
in the world
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Country of Origin
Source: Pew Hispanic Center tabulations of the Census2005 American Community Survey
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Idioms
Lonely Boying
Reaching
the Latino market
through short,
yet powerful, tidbits
within your
general market outreach
efforts
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A recent example
In Packaging Go Bilingual
Courtesy of
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Wacha la Troca!
Use Spanglish correctly and judiciously,
making sure to follow the grammatical rules
of language mixing
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