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The Path to a Successful Hispanic PR Campaign

Posted by Elena del Valle on January 29, 2014

By Ivette M. Achong
Vice president
Connect360 MultiMedia

Ivette M. Achong, vice president, Connect360 MultiMedia

Ivette M. Achong, vice president, Connect360 MultiMedia

Photo: Connect360 MultiMedia

It’s no secret that the U.S. Hispanic community has become one of the most powerful marketing segments in the country, both in terms of population size and purchasing power. According to the U.S. Census Bureau, the country’s Hispanic population grew to 53 million as of July 1, 2012, making people of Hispanic origin the nation’s largest ethnic or racial minority. As of 2060, the Census Bureau is projecting that the U.S. Hispanic population will rise to 128.8 million, constituting 31 percent of the nation’s population by that date. Marketing research also indicates that Hispanic purchasing power currently stands at $1 trillion with continued growth in the years ahead.

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