The Latino/Hispanic Community

The Latino/Hispanic Community

Michel LeidermannNovember 6, 2008

Most Frequent Misconceptions

Statistics you hear are estimates and projections based on 2000 Census data

Latino are creating the latest social, cultural and economic revolution in U.S.

Latino’s economy is growing at 8.2% annual compound rate

Latino purchasing power is projected to reach $1 trillion by 2010

Terms Describing The Latino/Hispanic Population Hispano or Hispanico come from

Hispania, the Roman name for the Iberian Peninsula

Latino is shortening of Latinoamerican or persons from Latin America

Terms Latino and Hispanic are interchangeable

Latino or Hispanic refers to an origin or ethnicity, a certain communality culture – NOT A RACE

Size Of Latino Population – Depends On Who You Ask Census Bureau reports Latino population

reached 45.5 million in July, 2007 and is 16% of the total population

Is presently largest minority group in country

Census Bureau projects by 2050, Latinos will be 133 million or 30% of Americans

Average U.S. female has 1.9 children while Latinas have 2.3

Who Are They? Spaniards first settled in southwest U.S.

in 1500s Mexicans and Spaniards have lived in

U.S. since before Mayflower arrived Latinos represent

64% of U.S. mainland Latino population are of Mexican heritage

50.5% of U.S. overall population growth since 2000

Growth that is a product of natural births minus deaths rather than of new migration

Latino Households 9.9 million family households in U.S. 67% married couples 62% have children 18 years or younger Pew Hispanic Center found in Arkansas

Average age of Latino resident is 25 Earn a median annual salary of $18,111 45% own homes Latino students are 7% of ALL public school children Latino women accounted for 8% of all births in state

Health Status For Latinos 34.1% of Latinos had no health insurance

in 2006

Community faces significant health care challenges and disparities

Factors such as lack of health insurance or low cost services, language and cultural barriers, and without access to preventive medicine

Where Do Most Latinos Live?

16 states have at least ½ million Latino residents

In 17 states Latinos are the largest minority group

Arkansas Latino Population (July 2007)

Arkansas total population 2,834,800

Arkansas Latino Census 150,270

Real estimated number 195,000

(July 2007)

Northwest Arkansas 47% or 71,450 – Real Estimated 93,000

Benton 28,700

Washington 25,650

Sebastian (Ft. Smith) 13,200

Carroll (Eureka Springs) 3,900

Central Arkansas 16% or 25,250 – Real Estimated

33,000

Pulaski 15,100

Faulkner 2,900

Saline 2,150

Garland 3,500

Southwest Arkansas 8% or 11,820 – Real Estimated

16,000

Sevier (DeQueen) 4,620

Hempstead (Hope) 3,100

Yell 4,100

NOTE: Latino presence in rural areas is rapidly increasing

Latino percentage of the population in each county in Arkansas as of 2005. All statistics are U.S. Census Bureau figures.Map created by Mike Keckhaver

What Is The Educational Status of Latinos?

60% of 25 years and older have at least a high school education

3.3 million 18 and older have a bachelor’s degree

11% of all college students are Latino 19% of all elementary and high school

students combined, are Latino By 2020 there will be an estimated 10 million

college age Latinos

What Is The Educational Status of Latinos?

According to AR Dept. of Education in school year 2006-07 represented

38% of students in Springdale School District

37% of students in Rogers School District

22.4% of students in Fort Smith School District

Do Spanish-Speaking People Speak English?

Most people who speak a language other than English at home speak English "very well“

34 million or 12 % of U.S. residents 5+ years, speak Spanish at home

Arkansas has 465,000 students in public schools and

36,450 language-minority students or LMS, and

26,003 limited English proficiency students or LEP

84 languages other than English are spoken in Arkansas homes with school-age children

Do Most Latinos Work? 68% of 16+ years work

Savvy employers aware of future worker shortage already recruiting Latinos

1/3 of the 2.6 million jobs created in 2005 were filled by Latinos

Economic Status of Latinos

Pew Hispanic Center reports in Arkansas

Latino and black median annual salary $18,111

White median annual salary $24,149

Economic Status of Latinos 2008 Current Population Survey for

nation income

Non-Hispanic white household $54,920 Latino household $38,679 Black household lowest median $33,916 Asian households highest median

$66,103

Are Latinos Opening More Businesses?

HispanTelligence estimates at least 2.2 million Latino-owned businesses in 2008 and projects 3.2 billion by 2012

43% of Latino-owned firms work in areas of Construction Administrative and support Waste management and remediation services Personal services Repair and maintenance

In Arkansas, small businesses serve families that followed the initial immigration wave

Do Latino Participate In Civic Activities?

Citizenship

Large increasing numbers of immigrant are becoming citizens

Despite Mexicans historically low rates of naturalization

1220,000 attained citizenship in 2007


Voting 7.6 million Latinos voted in 2004 – an

increase of 27% over 2000 election numbers

47% of Latino citizens voted

Between 9 up to 12 million Latino citizens are expected to vote Nov. 4, 2008


Service for Country 1.1 million+ Armed Forces are Latino

veterans Top 2 countries of origin for foreign-born

military personnel are Philippines and Mexico In 2006, 13% of all serving were of Latino

origin Latinos represent

15% Marine Corps 6% Air Force 14% Navy

What is Acculturation Vs. Assimilation?

Latinos tend to “adopt and adapt” without shedding their traditions and values

Latinos find that the English language ads are less effective than Spanish ads

Names The first name is followed by the father’s last

name, which is followed by the mother’s last name

Family Latinos tend to view the family as a primary

source of support Important decisions are made by the whole

family

What is Acculturation Vs. Assimilation?

Communication and Social Interaction

Latinos place utmost value on individuals as opposed to institutions Even in a professional situation, many expect personal interaction

Latinos characteristics are warm, friendly, and affectionate

relationships Many are very loud and outspoken in expressing pain and happiness Many NOT raised in the US, may avoid direct eye contact Many may understand English better than they can speak it

Time Orientation

Time and punctuality may be flexible MAÑANA !!! Time is money????

What About Immigration? Immigration is fundamentally an economic issue and as such,

legislators and government should focus on the realistic labor needs of the U.S. and to the actual economic contributions of the immigrants and pass a reform of the obsolete and cumbersome present system.

Undocumented Immigrants Are Not on the welfare wagon

In Arkansas prenatal care for mothers based on the premise that prevention is less expensive than treating illnesses

If all undocumented workers were to be deported in a short period of time, the negative economic impact would be astounding

Double the number of H-2A and H-2B Visas

Mexico Canada Seasonal Agricultural Workers Program (SAWP) Families are severely impacted by immigration raids

Arkansas Latino History and Population

Hispanic immigration in Arkansas began with the expedition of Spanish navigator and conquistador Hernando de Soto in 1496

In rural northeast Arkansas, Mexican farmers picked cotton in the early 1950s

Job opportunities attracted Latinos from neighboring states willing to perform grueling, low-paying jobs

25,390 Cubans passed through Fort Chaffee in a 2-year period called “Marielitos,” in 1980

Northwest Arkansas is home to approximately half of the state’s Latinos

In larger cities, Latinos are moving up the economic scale, hold better jobs, own homes, and are business entrepreneurs and managers

Arkansas Latino History and Population

Growing Latino population (5%-6%), has created significant political, economic, and social modifications

Most immigrants are more concerned with basic needs jobs education healthcare

Mexico and other Latin American countries accounted for 67% of the state's immigrants

The manufacturing industry employs 42% of immigrants An aging native-born population and the approaching

retirement will raise the demand for foreign-born workers. Immigrants and their children have a small but positive

net fiscal effect on the state budget in 2004 of $19 million

Speaking The Latino’s Language

It takes years to learn, and even more years to master a foreign language, especially in the written form

Many people who claim to speak another language are not fluent in its written form, lack vocabulary, and ignore syntax, nuances and variations

Another assumption is that translation software will do the job but put out junk

Literal translations can change the context of a message and even render a sentence impossible to understand

Need to TRANSCREATE: send the message regardless of the wording

Spanglish Is Becoming The Way To Communicate For Many

Latinos In The U.S.

ENGLISH SPANGLISHMarket MarquetaCarpet CarpetaFactory FactoriaLunch LoncheTruck TrocaTo park ParquearTo check Chequear

Anglicisms Can Be The Most Dangerous And Spanish Words May

Have A Totally Different Meaning

English Original

Anglicism Spanish Meaning

Embarrassed Embarazada Pregnant

Constipated Constipada Chest cold

Deceive Decepcion Disappointment

Supply Suplir Substitute

Support Soportar Tolerate

Molesting Molestar Annoy or bother

Excited Excitada Sexually aroused

Groceries Groserias Do or say a vulgarity

Economic Impact of Immigrants in Arkansas

Immigrants had an estimated total after-tax income of $2.7 billion in 2004

Immigrant workers contribute substantially to the economic output of the state and to the cost-competitiveness of key industries

Impact of immigrant spending could increase to $5.2 billion (in 2004 constant dollars) by 2010

Spending could generate as many as 84,700 spin-off jobs, contributing $303 million to state and local taxes

Latinos Financial Issues

“Unbanked Latinos” Financial industry has recognized that

Latinos are a huge market and seek creative approaches

Lending institutions realize that Latinos demonstrate financial responsibility

Personal income after taxes will rise to $1 trillion in 2010

Latinos Financial Issues In Arkansas, 45% of Latinos own homes 52% of U.S. Latinos are online Is the economic slowdown affecting the

Latino market? The Latino consumer market represents the

collective buying power of 45.5 million people, or roughly 16% of the entire U.S. population

Latino households are also larger, with more kids and teens, segments that drive spending under all economic conditions.

Communicating With Latinos

AdvertisingResearch shows that Latinos consume every type of media, they seem to have a special attraction to television and radio

Television 49% of Latinos watch Spanish language

programming during prime time hours

RadioThe most unique aspect of Spanish-language radio stations is that Latinos often listens to the radio all day.

Communicating With Latinos

PrintLatino newspapers are an inseparable part of the local communityand transmit locals news in Spanish that otherwise are only available in English

Event MarketingEvents create excitement, reinforce image, and allow you to hand-deliver your marketing message face-to-face with your target audience

How To Capture The Loyalty Of The Latino

Market Culturally relevant marketing plans will become increasingly

critical

US is no longer a melting pot – It is a salad of races, cultures and languages

The biggest mistake that a company can make is to view the Latino market as homogeneous

It is imperative for marketers to reanalyze and adopt new strategies

You need to understand the diversity, culture, and values

according to the community’s different subgroups

Companies must be genuine in their desire to market to Latinos


Market Loyalty depends on whether the company is perceived as

having a vested interest in the community and can be trusted

The University of Georgia's Selig Center for Economic Growth projects that Latinos' spending power will rise from $490 billion in 2000 to $1 trillion in 2010

Many banks accept the matricula consular only as a secondary form of identification

The IRS issues individual taxpayer identification numbers (ITIN) to undocumented workers and others without Social Security

Banks are hiring bilingual Spanish speakers. print literature and signs in many branches


Market A Latino marketing program Latinos have historically eluded

financial institutions for various reasons including fear, ignorance and accessibility

Poor penetration of the Latino market is not isolated to a single industry

The level of acculturation generally determines the language they prefer (English or Spanish) to do businesses

Selection Of Products And Services

Targeting the Latino market require more than a handful of translated marketing materials

For an effective marketing program to take shape, it requires commitment from the highest level of management

PanAmerican Consulting, Inc.MICHEL LEIDERMANN

President

Expertise in Latino issues:- Strategic Marketing & Advertising. - Cross cultural training.- Commercial scripts and voiceovers.- Interpretations, Translations & Transcreations: Health, Technical, & Legal; Documents, brochures and manuals. (Spanish - Portuguese - French)

[email protected] - [email protected]: (501) 868-4235 - Mobile: (501) 993-3572