The document discusses the evolving demographics and economic impact of Hispanic Americans, projected to comprise a quarter of the U.S. population within 20 years and exhibiting significant buying power. It highlights trends such as the shift towards upper-middle-class incomes and increasing bicultural identities. It also signals the need for culturally competent marketing and the implications for policy and representation due to these demographic changes.

1. The 2010 Census:
The Changing Face of Hispanic America
November 11, 2011
Caribbean Business and New York City Hispanic Chamber of Commerce
Intercontinental Hotel San Juan, Puerto Rico
Fernando Ferrer, Co-Chairman

2. 2
This 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
The 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
U.S. Hispanic Population
100
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
1990 U.S. Hispanic Population
22.4 million
• Over 1 million
• 250,000 – 1,000,000
• 50,000 – 250,000
• 50,000 or less
Source: U.S. Census Bureau

6. 6
2010 U.S. Hispanic Population
50.5 million
• Over 1 million
• 250,000 – 1,000,000
• 50,000 – 250,000
• 50,000 or less
Source: U.S. Census Bureau

7. 7
Hispanic 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. The Emerging Hispanic Middle Class

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
Annual Household Income for Hispanics in the United States
2000 vs. 2010
50%
45%
36%
40% 33% 31%
35% 29% 28%
<$25,000
30% 24%
$25,000-$50,000
25%
20% $50,000-$100,000
12%
15% $100,000+
7%
10%
5%
0%
2000 Census 2010 Census
Source: U.S. Census Bureau

11. 11
Annual Household Income for Hispanics in the United States
2000 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
Annual 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. The New Minority

14. 14
Population of the United States by Race / Ethnicity
1990 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
Population of the United States by Race / Ethnicity
1990 vs. 2010
1990 Census 2010 Census
Hispanic African White Hispanic African White
American Anglo American Anglo
Florida 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
Population of the United States by Race / Ethnicity
1990 vs. 2010
1990 Census 2010 Census
Hispanic African White Hispanic African White
American Anglo American Anglo
Cook 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, NJ
Union 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
What does this mean?
• Policy implications
▫ Civil rights
▫ Services to protect community
▫ Representation at all levels of decision making

18. The Bicultural Trend

19. 19
Place of Birth for Hispanic Population
Total Population
90% 80%
80% 71%
70% 64% 64%
60%
60%
50% 40%
36% 36% US born
40% 29%
30% 20% Foreign born
20%
10%
0%
1970 1980 1990 2000 2010
estimate
Source: U.S. Census Bureau

20. 20
Place of Birth for Hispanic Population
Adults
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
Ability to Speak English for Hispanic
Population
30% 25% 24%
25% 21% 21%
20%
2000
15%
2010 estimate
10%
5%
0%
Speak only English Speak only Spanish
Source: U.S. Census Bureau

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
Do you relate more to Hispanic culture, do you relate more to
American culture, or do you consider yourself bicultural?
19%
Hispanic culture
15% American culture
Bicultural
66%

24. 24
In your opinion, does American culture or Hispanic culture give
more importance to money and financial gain?
72%
American culture
14%
Hispanic culture
14%
Don't know / No answer
0% 10% 20% 30% 40% 50% 60% 70% 80%

25. 25
In your opinion, does American culture or Hispanic culture give
more importance to family and personal relationships?
11%
American culture
79%
Hispanic culture
10%
Don't know / No answer
0% 10% 20% 30% 40% 50% 60% 70% 80%

26. 26
What 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
How 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-origin
Hispanics increased from 3.4 million in 2000 to 4.6 million in 2010