Hispanics Are Mainstream: Is Your Marketing Plan Ready?

In preparing for a presentation early last week, I came across an incredible report on Multicultural America put out by Geoscape.  Geoscape has always been a leader in providing demographic data, population projections and mapping services to agencies and marketers alike that are tapping into this segment.  Based on their latest report, the AMDS Executive Summary Report, (available as a free download on the Geoscape site), this segment is not so much as “segment” as it is about to become the mainstream population.

Now for most of you, I  know this is not new news.  But based on the recent article published in Promo Magazine, it might be to corporate management across the country.

The Promo survey among ANA members reported that while 77% of respondents were implementing multicultural efforts of some kind, over a quarter of them were either somewhat or very dissatisfied with those efforts.  The study revealed that corporate blinders remain the biggest obstacle.  Pain points cited included lack of adequate funding (58%), lack of internal support (45%), and inconsistent support from top managers (34%).

In economic times such as these, it’s imperative that corporations spend every dollar wisely.  If I were looking at the following maps, there’s no question where I would be allocating my marketing dollars.