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ARE LATINOS THE CONSUMER POWERHOUSE RESHAPING AMERICA?

April 12, 2012 by 9 Comments

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Studio Gang Architects + Joseph Lekas Photography

This Easter weekend I went to an exhibit at the Museum of Modern Art in New York called “Foreclosure: Rehousing The American Dream,” a fascinating view into what the future of urban and suburban housing in America could look like. For this exhibit, five architectural teams proposed how they would re-invest the TARP money of 2008 to revitalize foreclosure-ravaged suburbs near five major cities in the United States.

I came away feeling most impressed about the transformational impact that Latinos are already having on this country and wondering if most companies are really prepared for what is around the corner. I was most impressed with how clearly they understood the demographic impact of both the rise of Hispanics as a mega buying force in the home-buyer market.

Photographs by Don Pollard.

While Hispanics were certainly not the focus of this exhibit, their impact on four of the five places featured could not be denied. From Rialto, Calif., to Cicero, Ill., where 88% of the population is Hispanic, Latino attitudes about homeownership were not only prominently featured and discussed by architects, but also helped frame the developing of what the exhibit calls the “national conversation on issues of housing, transportation, and public space.”

When I got home, I remembered that I had recently downloaded the latest report on the State of Hispanic Homeownership, published in March by The National Association of Hispanic Real Estate Professionals and found that, in spite of also being hit by the housing crisis between 2007 and 2010, they too were predicting a new Latino housing mega trend.

“Over the next 10 years, Hispanics are expected to account for 40 percent of the estimated 12 million net new households, with minorities comprising 70 percent of total growth,” says Alejandro Becerra, author of the report. Unlike other groups, Latinos have not been big on saving for retirement. This is partly due to a cultural legacy that, hopefully, should change over the next few decades. Our American Dream has always mainly revolved around buying a home and depending on family to take care of us.
“An unrelenting drive to succeed combined with strong family values and larger family sizes fuel their yearning for a place to call home,” says Becerra. “This strong work ethic, often combined with a vibrant entrepreneurial spirit, adds up to major consumerism. The Hispanic market made up over 50 percent of real growth in the U.S. consumer economy from 2005 to 2008, with $52 billion in new spending.”

According to the Census, Hispanics are already a significant segment of the workforce. “The role of Latinos in the nation’s labor force in the manufacturing, construction, real estate and service industries is both monumental and crucial. For well over a decade, Hispanics have also had the highest labor force participation in the nation. Currently, 66.7% of all working-age Latinos are employed, nearly three percentage points higher than the rest of the U.S. population,” adds Becerra.

And while many Baby Boomers are expected to age in place, the NAHREP report says that “current mobility rates suggest that 3.8 million baby boomers could downsize over the coming decade, adding further to the demand for compact, lower-cost homes.” As a result, smart start-ups like Boomerator,Southeast Discovery and GetawayStyle are all setting up to cater to the needs of this huge demographic shift.

But I don’t see the same kind of focus and innovation reaching and catering to Hispanics. In spite of the Hispanic demographic tsunami that everyone agrees is upon us, many companies still dedicate only 3% to 5% of their budgets to marketing to Latinos. If that’s your strategy to win in this economy.

READ MORE: AD AGE

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JUSTICE DEPARTMENT CANCELS NEGOTIATIONS WITH SHERIFF JOE ARPAIO’S OFFICE OVER CIVIL RIGHTS ALLEGATIONS

April 5, 2012 by 3 Comments

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

The Justice Department says it is canceling negotiations with Arizona Sheriff Joe Arpaio’s office over civil rights allegations against him — claiming the sheriff refuses to include a court-appointed monitor in the process.

An agency spokeswoman said the Maricopa County Sheriff’s Office knew the monitor was “a non-negotiable requirement of a settlement” and that the refusal has led to the cancellation of talks.

The move was expected, with the Justice Department saying Tuesday evening that Arpaio had initially agreed to the monitor, then failed to negotiate “in good faith” by changing his mind that morning.

“We believe that you are wasting time,” the agency said in a letter to Arpaio’s lawyer. “Your tactics have required DOJ to squander valuable time and resources.”

Arpaio, the self-proclaimed America’s toughest sheriff, has said he never agreed to the monitor because that would mean every policy decision would have to be cleared through an observer and would nullify his authority as the elected sheriff.

“I am the constitutionally and legitimately elected sheriff, and I absolutely refuse to surrender my responsibility to the federal government,” Arpaio said, accusing the Obama administration of trying to “strong arm” him.

The Justice Department said both sides met at least once in February and that the letter marks the second time negotiations were called off, which means the agency will go forward with a lawsuit.

Photo: Flickr user barb.howe.

The agency has accused Arpaio’s office of racially profiling Latinos, basing immigration patrols on racially-charged citizen complaints that did not allege crimes and punishing Hispanic jail inmates for speaking Spanish. It also accused the sheriff of having a culture of disregard for basic constitutional rights.

The sheriff’s office has denied allegations of systematic discriminatory policing and told news reporters that it will insist the Justice Department provide facts to prove its allegations.

The agency said a 22-page letter that it sent Arpaio’s office in December provides the facts of the allegations and that giving further information would delay the settlement.

The federal agency said an Arpaio lawyer acknowledged in earlier settlement talks that negotiations would go forward without the Justice Department providing additional information since that information would be necessary only as part of a lawsuit.

The agency also said in Tuesday’s letter that it has found additional information to support its allegation that Arpaio’s office failed to adequately investigate a large number of sex-crimes cases. The Justice Department is seeking an agreement that would require the sheriff’s office to train officers in how to make constitutional traffic stops, collect data on people arrested in traffic stops and reach out to Latinos to ensure them that the department is there to also protect them.

Earlier in the three-year investigation, the agency filed a 2010 lawsuit against the sheriff, alleging that his office refused to fully cooperate with a request for records and access to jails and employees. The case was settled last summer after the sheriff’s office handed over records and gave access to employees and jails.

Read more: FOX NEWS

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DID SESAME STREET REACH OUT TO A LATINO PROFESSOR ON ADVICE ABOUT HOW TO REACH OUT TO HISPANICS?

April 4, 2012 by Leave a Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Jamie Naidoo, an assistant professor in UA's School of Library and Information Studies, got a call from 'Sesame Street' in early February to assist the show in reaching out to the growing Latino population in the United States.

A University of Alabama professor recently received the rare honor of being asked for advice by none other than the curators of “Sesame Street.”

Jamie Naidoo, an assistant professor in UA’s School of Library and Information Studies, got a call from the legendary children’s TV show in early February to assist the show in reaching out to the growing Latino population in the United States.

Naidoo’s research interests focus on the representation of minority populations in print and non-print media for children and young adults.

He directs the National Latino Children’s Literature Conference, which he co-developed in 2007, and also runs “Imagínense Libros!”, a review blog of Latino children’s and young adult literature.

Rocio Galarza, the show’s senior director of content planning and design for outreach, emailed Naidoo after reading some of his research and his blog.

Naidoo said he didn’t believe the initial email was real.

Jamie Campbell Naidoo (Alabama), 2009-2010 SIG Co-Chair.

“I mean, why would ‘the’ ‘Sesame Street’ be contacting me?” Naidoo said in an email interview. “Once reality set in, I could barely contain my excitement. … I grew up watching ‘Sesame Street’ as a kid and never imagined that one day I would actually go there.“Although I didn’t get to meet Bert, Cookie Monster or Grover, I did get to meet some of the creative masterminds behind them.”

Naidoo was one of four consultants “Sesame Street” contacted in order to discuss how to incorporate authentic, accurate portrayals of Latin cultures into the show’s many properties including its television programs, websites, books and toys.

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Filed Under: FEATURED MARKETING, LATINO ENTERTAINMENT, LATINO MARKETING Tagged With: , , , , , , , , ,

WHAT IS PAMPERS® DOING FOR HISPANIC MOMS: LEARN ABOUT “MI MILAGRO. NUESTRA HERENCIA”

April 4, 2012 by Leave a Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Pampers®, the diaper brand committed to making a difference for Latino parents and babies right from the start, today debuted its new online initiative Mi milagro. Nuestra herencia. Pampers is providing Hispanic moms with a forum to connect and discuss how they celebrate and preserve their cultural roots, pride and traditions with their little miracles. The new dedicated heritage tab is part of an online offering on the Pampers‘ Latino Facebook page (Facebook.com/PampersLatino).

“With one in four babies born in the U.S. being Hispanic, we understand how important it is to provide moms with ongoing support through programs that speak to their everyday needs”

The Mi milagro. Nuestra herencia. Interactive Forum

The forum offers Hispanic consumers the opportunity to connect with the Pampers Latino community and share personal baby care tips, cultural traditions or special memories from their childhood. The online forum celebrates and supports parents in their quest to raise their little miracles in the American experience while encouraging them to protect their Hispanic cultural pride and traditions.

To commemorate the debut of the online initiative, Pampers is encouraging Hispanic consumers to honor their little miracles’ culture by logging on to the Pampers Latino Facebook page and visiting the special Mi milagro. Nuestra herencia. heritage tab (located on the top of the screen); to participate in weekly giveaways for a chance to win customized Pampers’ body suit featuring the names of several Latin American countries of origin.

Beginning today, fans will get the chance to participate in weekly cultural body suit drawings’. One lucky family will even be selected at random to win the ultimate grand prize – a vacation to visit a Latin American country to reconnect with their cultural roots1. The promotion ends May 31, 2012.

“At Pampers, we recognize the need to honor the uniqueness of Latinos living in the U.S., American parenting and the cultural duality that they encounter with their little miracles,” added Olmo. “Whether a parent is from Mexico, El Salvador or Puerto Rico, we want to be the brand that supports Latino parents in preserving their Hispanic cultural roots while they strike a balance to embracing their American lifestyle and journey with their little miracles.”

For more information on Pampers’ Mi milagro. Nuestra herencia., please visit www.facebook.com/PampersLatino.

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WHEN HOUSING MARKET REBOUNDS HISPANIC BUYERS WILL PLAY A MAJOR ROLE

March 30, 2012 by 1 Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

When the housing market finally rebounds, Hispanic buyers will play a major role, according to a new report. Hispanics purchased 288,000 homes in the third quarter of 2011, accounting for more than half of the increase in owner-occupied homes in the U.S. during that period. Furthermore, the group is expected to account for 40 percent of the estimated 12 million new households expected to be created over the next 10 years. That’s according to a recent report by the National Association of Hispanic Real Estate Professionals (NAHREP). It’s a trend that will be driven by demographics, with Hispanics not only representing an increasing share of the U.S. population but a dramatically expanded share of the wealth as well.

“Despite recent losses suffered by Hispanics during the housing crisis, young Latino families that were unaffected by foreclosure or lost home values, are ready to enter the market,” said Carmen Mercado, president of the 20,000-member group. “When they do, they will have an exponential impact on housing sales.”

Increasing share of population, economy

The report notes that Hispanics have accounted for nearly half (44 percent) of U.S. population growth over the past three decades, and accounted for more than half of the real growth in the U.S. consumer economy from 2008 to 2011. It says that Latinos filled 60 percent of the 2.3 million jobs the U.S. economy added in 2011 and are expected to account for 74 percent of the growth in the nation’s labor force in this decade.
That’s partly driven by population – from 2000 to 2001, non-Hispanic whites in the U.S. had only 1.1 live births for every death, while Hispanics had 8.9 births for every death. Hispanics are also seeing higher levels of educational and professional attainment – high school graduation rates have been rising over the past decade, and nearly one-third of young Hispanics (32 percent) were enrolled in college in 2010, up from 22 percent in 2000.

Fastest household growth of any group

“New household growth will be substantially greater for Hispanics than for any other demographic group in the country,” said David Stevens, president of the Mortgage Banker‘s Association. “The need to recognize the most critical variables in housing type, price range, affordability, and mortgage product terms will be critical for all housing stakeholders — from lenders and realtors to policy makers — in order to ensure that the homeownership needs of Hispanics and other Americans are met.”
The study reports that Hispanics continue to have a strong desire to own their own home despite the housing crash still being a fresh memory and the uncertain state of the economy, with two-thirds of Hispanic renters saying expressing high aspirations for home ownerships.
READ MORE: MORTGAGE LOAN

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