HISPANICA: REACHING AND INFLUENCING A GROWING MARKET
By Don Jackson
JCG Group Ltd.

The complexion of America is changing rapidly. How many of us in insurance direct marketing have noticed?

In just four decades, the U.S. Hispanic market has more than quadrupled, from 6.9 million potential consumers in 1960 to 35.3 million in 2000. Today there are 38 million U.S. Hispanics, representing 13 percent of the country’s population.

The Hispanic population is now the largest ethnic group in the United States, surpassing African-Americans. Hispanic spending power is expected to grow to nearly $1 trillion in five years.

Consider that Hispanic advertising has been growing 15 percent to 20 percent in the past five years. Marketing to 38 million Hispanics is no longer a matter of choice. It has become necessary for survival.

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