How Hispanics Are Going to Save America

“More often than not, according to data from the Bureau of Labor Statistics, they eat family meals at home, and spend less than average on alcohol. They're moving to the suburbs, tend to be community-oriented, and have high aspirations for their children. In short, they are the sweet market for consumer goods and services that the entire nation used to be when baby boomers were young.”

— 'Hispanic Market Hits Tipping Point,’ adage.com


For years now, I have been trying to express the importance of “tweaking” businesses to capture unique factors of the Hispanic Market. Sadly, no one ever listened.

Ad Age's 'Hispanic Market Hits Tipping Point’ best simplifies and proves the unique factors that will most certainly change and enhance this economy and country. Not to get too political, since this is mostly a business point of view, but the group many natural Americans keep rejecting is the closest thing to what they want back from their “good old days.”

By “old days,” I mean those majestic growth days in U.S. history. You know: bigger families, fun outdoors, meals together, actual interaction with each other, appreciation for our elders, etcetera.

The reality is simple, even though our country has evolved, and Hispanics and other minority groups in this country have evolved—there is something that keeps us unique.

That something is pride of our heritage and respect and loyalty for our families.

The beauty about the evolution of the Hispanic communities in this country is that we are blending, but not melting. We treasure, live and love our past and our present.

We are a social mosaic rather than a melting pot. And this is not a bad thing at all.

American ideals have changed us, but we have also kept the best from our previous cultures and backgrounds. Something most immigrant groups have not done for reasons I am not qualified to speak about. I may be able to speculate. Just not here.

And why is this important for businesses and brands?

Simple.

What else do we need other than pride and loyalty to create a thriving brand and/or business? Paired with a strong sense for community, these two key factors will make and break businesses in the future. [Read the article to best understand.]

I say that because if anyone takes the time to explore what triggers first, second, third and many Hispanic generations to come, they will find the success many companies are currently enjoying.

The numbers do not lie [yes this is a bad cliché]. But, find brands heavily used by Hispanics, the few companies out there who gets them and see the company numbers against the rest of the market.

I do not mean this in an arrogant way, and if you read it that way, then I am sorry you do not understand my point. This is a matter of thriving, or existing for some businesses, in this crazy state of economic non-sense.

When I was 19-years-old I was not heard because what the Hell does a kid that age knows about anything, right? But I saw it then because I was living it. And experience will maim self-proclaimed experts or academia. Experience that the numbers are finally expressing.

I invite you to explore. I guarantee you will fall in love with something unique and special in this group, and it will change your life forever.

Keep those minds open,


Alex Santiago