Hispanic Power
By Tony Moreno - Marketing VP, Market Research of the Americas

The consensus is clear: Hispanics in South Florida and the rest of the U.S. are a power to be reckoned with. In our last two events, “Hispanic Trends 2000,” hosted by the University of Miami (UM) on October 20, 2000, and “Qué Pasa Broward,” hosted by Memorial Hospital West on February 28, the speakers and participants agreed that the growth of the Hispanic market was becoming evident, not only in our region, but in many areas of the United States. In both events, our distinguished speakers shared extensive research from different sources supporting this trend. Some numbers showed we are reaching projections for the year 2010.

This was confirmed days later by the preliminary results of the U.S. Census 2000, as reported by the media. Some of the numbers surprised even some Hispanic marketers: 35+ million Hispanics in the U.S. and 2.7 million in Florida (1.7 million in the Palm Beach/Broward/Miami-Dade Tri-County area). Although we still have to wait one more year for more specific and detailed statistics from the Census, many independent researchers have found a noticeable increase, not only in the Hispanic population, but also the level of education and purchasing power.