How the Hispanic Community is Stepping Up and Standing Out

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National Hispanic Heritage Month kicks off on Sunday, September 15. I’m proud that my father, Gil Coronado, is known as the “Father of Hispanic Heritage Month.”  This is an annual, month-long celebration of Hispanic culture and history in the United States.  Though President Lyndon Johnson started Hispanic Heritage Week, President Reagan expanded it.  In every year since 1988, National Hispanic Heritage Month has taken place for 30 consecutive days from September 15 – October 15.

The dates of National Hispanic Heritage Month in the United States coincide with important anniversaries for several Latin American countries, including Costa Rica, Guatemala, Mexico, Chile, Belize and others – all of which hold Independence Day celebrations on dates in mid-late September.

The Census Bureau indicates that approximately 50 million Hispanic Americans live in the United States.  That number is projected to grow rapidly over the next 30-plus years, approaching 133 million by 2050 (Michael Olguin, 6 Reasons Marketing to Hispanics Makes Sense,, April 10 2013). 

As the population has grown, Hispanic Americans have experienced a dramatic paradigm shift.  Once a demographic recognized more for its potential than its influence, the Hispanic community has changed economically, politically, geographically and culturally.  The proverbial sleeping giant is awake, engaged and increasingly influential!  Here’s what some of my fellow experts have to say about how the Hispanic community in the United States has transformed

Economic Impact: “The Hispanic community understands the American Dream and have not forgotten what they were promised – that in the U.S., a free market system, allows us all to succeed economically, achieve stability and security for your family and leave your children better off than yourselves.” – United States Senator Marco Rubio (R – Florida)

“(The) Hispanic (community) has $1.2 trillion in purchasing power, which is growing at a faster rate than that of African American, Native American, and Asian buying power. The takeaway here: Hispanics have money to spend on the brands they like and want.”Selig Center for Economic Growth, University of Georgia

Political Power: “(In 2012) President Barack Obama won reelection thanks in large part to near-record levels of support from Latino voters, who came out in huge numbers to support him over GOP presidential nominee Mitt Romney.” – Elise Foley, The Huffington Post

Geographic Expansion: “Though Hispanics have been especially dominant in the Southwest, South Florida, Chicago, and New York City (for several decades), there has been significant population growth in non-traditional geographic markets such as North and South Carolina, Nebraska, New Jersey, and Colorado. Additionally, according to the U.S. Census Bureau, there are now eight states with more than 1 million Hispanics living within them. All this adds up to more opportunities, for Hispanic consumers and the brands marketing to them.”(Michael Olguin, 6 Reasons Marketing to Hispanics Makes Sense,, April 10 2013)

Cultural Influence: “Talk of the Hispanic market going mainstream is nothing new. Now there is more talk (and more evidence) about the mainstream going Hispanic. When it comes to measuring the degree of Latino influence on American culture, the jury is in: It is present, it is profound, it is pervasive and it is permanent. More important: It is a shared perspective.  Three out of four Americans agree that Hispanics have had a significant influence on American culture.” – The Hispanic Influence on American Culture, Conill White Paper, 2012

This is proof positive that there is plenty to celebrate during National Hispanic Heritage Month.  How will you celebrate?  Let us know in the comment section below!



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