Presidential candidate Joe Biden took a lot of heat when he said, “Unlike the African American community with notable exceptions, the Latino community is an incredibly diverse community with incredibly different attitudes about different things.”
Everyone took umbrage at what he got incredibly wrong, but overlooked what he got right: the Latino community is incredibly diverse, and not just on political issues, but as consumers.
It’s long past time for brands to discover this dynamic, rapidly-growing, but too often overlooked or misunderstood consumer segment: people with Spanish-speaking roots. Make this, National Hispanic Heritage Month, running from September 15 through October 15, the time to do it.
The Hispanic market – 61 million strong or 18% of the population – represents the nation’s second largest racial or ethnic group, after white non-Hispanics. What’s more, they accounted