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The 2010 Census:The Changing Face of Hispanic AmericaNovember 11, 2011Caribbean Business and New York City Hispanic Chambe...
2This is• A High Stakes Public Strategy Firm• Understanding and Anticipating Our Clients Needs• Interpreting Market and Co...
3The Changing Face of Hispanic America• Size – growth to one quarter of the population in the  next 20 years• Dispersal – ...
4U.S. Hispanic Population100 90                                          85.9 80 70 60                                   5...
51990 U.S. Hispanic Population22.4 million• Over 1 million• 250,000 – 1,000,000• 50,000 – 250,000• 50,000 or less         ...
62010 U.S. Hispanic Population50.5 million• Over 1 million• 250,000 – 1,000,000• 50,000 – 250,000• 50,000 or less         ...
7Hispanic Buying Power in the United States(in trillions of dollars) $2.50                                                ...
The Emerging Hispanic Middle Class
9• Movement towards upper-middle class – household  incomes for Hispanics have shifted up from under  $50,000 to well over...
10Annual Household Income for Hispanics in the United States2000 vs. 201050%45%          36%40%             33%           ...
11Annual Household Income for Hispanics in the United States2000 vs. 2010 80%            69% 70%                    60% 60...
12Annual Household Income for Hispanics in the United States$100,000+ 30%         25% 25%                 23%             ...
The New Minority
14Population of the United States by Race / Ethnicity1990 vs. 2010            76% 80%                  64% 70% 60% 50% 40%...
15Population of the United States by Race / Ethnicity1990 vs. 2010                        1990 Census                  201...
16Population of the United States by Race / Ethnicity1990 vs. 2010                                 1990 Census            ...
17What does this mean?• Policy implications  ▫ Civil rights  ▫ Services to protect community  ▫ Representation at all leve...
The Bicultural Trend
19Place of Birth for Hispanic PopulationTotal Population90%   80%80%                71%70%                            64% ...
20Place of Birth for Hispanic PopulationAdults 90% 80% 70%                  54%                      53% 60%         46%  ...
21Ability to Speak English for HispanicPopulation30%                   25%                  24%25%         21%            ...
22•Every year for the next twenty years, 500,000 Hispanics will turn 18 in the United States.    Source: U.S. Census Bureau
23Do you relate more to Hispanic culture, do you relate more toAmerican culture, or do you consider yourself bicultural?  ...
24In your opinion, does American culture or Hispanic culture givemore importance to money and financial gain?             ...
25In your opinion, does American culture or Hispanic culture givemore importance to family and personal relationships?    ...
26What does this mean?• Need to market and advertise in a culturally  competent way  ▫ Bicultural targeting  ▫ Challenge f...
27How does Puerto Rico fit in? 2010 U.S. Census - 3.7 million people living in Puerto RicoDown from 3.8 million in 2000...
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New York Mercury Bendixen 2011

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Freddy Ferrer gave this presentation at the Exploring Avenues of Economic Development in the Caribbean and New York conference

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Transcript of "New York Mercury Bendixen 2011"

  1. 1. The 2010 Census:The Changing Face of Hispanic AmericaNovember 11, 2011Caribbean Business and New York City Hispanic Chamber of CommerceIntercontinental Hotel San Juan, Puerto RicoFernando Ferrer, Co-Chairman
  2. 2. 2This is• A High Stakes Public Strategy Firm• Understanding and Anticipating Our Clients Needs• Interpreting Market and Consumer Data and Trends• Helping Our Clients Understand and Successfully Navigate Their Business and Regulatory Environments• Connecting Clients to Business Opportunities
  3. 3. 3The Changing Face of Hispanic America• Size – growth to one quarter of the population in the next 20 years• Dispersal – only 4 states that had over 1 million in 1990, now in almost every state• Buying power – will have $2 trillion in buying power in the next decade
  4. 4. 4U.S. Hispanic Population100 90 85.9 80 70 60 50.5 Population (in 50 millions) 40 Percentage 30 22.4 23 20 16.3 9.6 9 10 4.7 0 1970 1990 2010 2030* Source: U.S. Census Bureau
  5. 5. 51990 U.S. Hispanic Population22.4 million• Over 1 million• 250,000 – 1,000,000• 50,000 – 250,000• 50,000 or less Source: U.S. Census Bureau
  6. 6. 62010 U.S. Hispanic Population50.5 million• Over 1 million• 250,000 – 1,000,000• 50,000 – 250,000• 50,000 or less Source: U.S. Census Bureau
  7. 7. 7Hispanic Buying Power in the United States(in trillions of dollars) $2.50 $2.10 $1.83 $2.00 $1.39 $1.50 $1.04 $1.00 $0.65 $0.50 $- 2002 2009 2013 2017 2020 Source: Global Insight and Univision, 2010
  8. 8. The Emerging Hispanic Middle Class
  9. 9. 9• Movement towards upper-middle class – household incomes for Hispanics have shifted up from under $50,000 to well over that amount• Prone to defend policies promoting access to capital for home-buying and small business, education and employment• Growth of the new minority – because of the explosion as the new minority, overtaking African Americans in some counties, they are going to need access to government services• Biculturalism – the new trend moving away from Spanish, but holding onto the Hispanic heritage
  10. 10. 10Annual Household Income for Hispanics in the United States2000 vs. 201050%45% 36%40% 33% 31%35% 29% 28% <$25,00030% 24% $25,000-$50,00025%20% $50,000-$100,000 12%15% $100,000+ 7%10% 5% 0% 2000 Census 2010 Census Source: U.S. Census Bureau
  11. 11. 11Annual Household Income for Hispanics in the United States2000 vs. 2010 80% 69% 70% 60% 60% 40% 50% 31% 2000 Census 40% 2010 Census 30% 20% 10% 0% Under $50,000 $50,000 and over Source: U.S. Census Bureau
  12. 12. 12Annual Household Income for Hispanics in the United States$100,000+ 30% 25% 25% 23% 21% 20% 18% 15% 14% 15% 13% 12% 10% 5% 0% Maryland Virginia Washington New Jersey Connecticut California New York Washington DC Source: U.S. Census Bureau
  13. 13. The New Minority
  14. 14. 14Population of the United States by Race / Ethnicity1990 vs. 2010 76% 80% 64% 70% 60% 50% 40% 1990 Census 30% 16% 2010 Census 12% 12% 20% 5% 10% 0% White Anglo African Hispanic American Source: U.S. Census Bureau
  15. 15. 15Population of the United States by Race / Ethnicity1990 vs. 2010 1990 Census 2010 Census Hispanic African White Hispanic African White American Anglo American AngloFlorida 12% 13% 73% 23% 15% 58%Illinois 8% 15% 75% 16% 14% 64%New Jersey 10% 13% 74% 18% 13% 59%New York 12% 14% 69% 18% 14% 58%
  16. 16. 16Population of the United States by Race / Ethnicity1990 vs. 2010 1990 Census 2010 Census Hispanic African White Hispanic African White American Anglo American AngloCook County, IL 14% 26% 57% 24% 24% 44%Will County, IL 6% 11% 82% 16% 11% 67%Atlantic County, NJ 7% 17% 74% 17% 15% 59%Cumberland 13% 16% 69% 27% 19% 50%County, NJUnion County, NJ 14% 18% 65% 27% 21% 45%Queens County, NY 20% 20% 48% 28% 18% 28%Westchester 10% 13% 73% 22% 13% 57%County, NY
  17. 17. 17What does this mean?• Policy implications ▫ Civil rights ▫ Services to protect community ▫ Representation at all levels of decision making
  18. 18. The Bicultural Trend
  19. 19. 19Place of Birth for Hispanic PopulationTotal Population90% 80%80% 71%70% 64% 64% 60%60%50% 40% 36% 36% US born40% 29%30% 20% Foreign born20%10% 0% 1970 1980 1990 2000 2010 estimate Source: U.S. Census Bureau
  20. 20. 20Place of Birth for Hispanic PopulationAdults 90% 80% 70% 54% 53% 60% 46% 47% 50% US born 40% Foreign born 30% 20% 10% 0% 2000 2010 estimate Source: U.S. Census Bureau
  21. 21. 21Ability to Speak English for HispanicPopulation30% 25% 24%25% 21% 21%20% 200015% 2010 estimate10% 5% 0% Speak only English Speak only Spanish Source: U.S. Census Bureau
  22. 22. 22•Every year for the next twenty years, 500,000 Hispanics will turn 18 in the United States. Source: U.S. Census Bureau
  23. 23. 23Do you relate more to Hispanic culture, do you relate more toAmerican culture, or do you consider yourself bicultural? 19% Hispanic culture 15% American culture Bicultural 66%
  24. 24. 24In your opinion, does American culture or Hispanic culture givemore importance to money and financial gain? 72% American culture 14% Hispanic culture 14%Dont know / No answer 0% 10% 20% 30% 40% 50% 60% 70% 80%
  25. 25. 25In your opinion, does American culture or Hispanic culture givemore importance to family and personal relationships? 11% American culture 79% Hispanic culture 10%Dont know / No answer 0% 10% 20% 30% 40% 50% 60% 70% 80%
  26. 26. 26What does this mean?• Need to market and advertise in a culturally competent way ▫ Bicultural targeting ▫ Challenge for businesses and advertising agencies ▫ Challenge for businesses and governments procuring goods and services
  27. 27. 27How does Puerto Rico fit in? 2010 U.S. Census - 3.7 million people living in Puerto RicoDown from 3.8 million in 2000By contrast, in the 50 U.S. states and D.C., the population of Puerto Rican-originHispanics increased from 3.4 million in 2000 to 4.6 million in 2010
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