These challenges are causing universities, colleges and other education providers to merge, restructure and fundamentally rethink their business models. While many of the changes are likely necessary for the continued viability of higher education, the U.S. Hispanic market is one overlooked bright spot and opportunity.
I appreciated last week's "Social Listening Insights On Hispanics' Financial Needs" but I don't believe it goes far enough into the psychology of how Latinos relate to old age; recommendations were too generic. I hope to provide you with further insight into this topic.
Delivering growth in a mature market like the U.S. is not easy. By focusing on the Hispanic market, companies can overcome the challenges involved in driving incremental business.
Video didn't kill the radio star. In fact, radio has recently seen record numbers across some coveted demographics, reaching 92% of Millennials each week. Nor did television kill the theater star, as the success of "Hamilton" attests. Even so, it seems that the birth of any new technology or media will stir predictions about the impending demise of its predecessor.
Hispanics today are actively seeking homeownership opportunities. They view owning a home as part of their social and economic well-being and are more than ever financially prepared for it.
In the age of real-time bidding, today's targeting platforms are designed to transcend ethnicity. A bid made for an impression on an online ad exchange is rooted in past behavior, which is supposed to tell us everything we need to know about the people we reach. It's algorithmic, automated and, most importantly, it's bias free.
The need to understand the demographics and values of Hispanic customers is more important than ever. A commitment today will result in generations of loyal brand customers. However, some companies are apprehensive to enter the Hispanic market, fearing brand missteps. Advice? Don't ignore the market opportunity of U.S. Hispanics; they are the country's largest minority group with $1.3 trillion in buying power. Experienced brands that are actively engaging with Hispanics prove that being authentic and culturally relevant with this audience delivers a strong return on investment.
By 2060, Hispanics are projected to comprise over 28% of the U.S. population. In 2017, U.S. Hispanic purchasing power could reach $1.7 trillion. What sounds like a marketer's nirvana may instead be a figurative dead-end, absent a clear understanding of this highly complex and diverse demographic.
Marketers and market researchers working in the multicultural and cross-cultural space have long known the shortcomings of utilizing acculturation models for segmentation. Our conflicted national identity and increasing demographic diversity have created a cultural Rubik's cube that resists classification. I've written on this topic several times and have proposed alternative segmentation tools but there has never been a viable replacement for the acculturation model so it has persisted, until now.
The Hispanic market has traditionally been defined by most marketers as the growing population of foreign-born immigrants in the U.S. who have emigrated from Spanish-speaking Latin American countries (mainly Mexico, Central America and the Caribbean).