The U.S. Hispanic Market
Hispanics will play a significant role in driving the political and economic agenda of the United States in the 21st century. Totaling 52 million people and 16.7 percent of the total U.S. population, Latinos are the nation's fastest growing and largest ethnic or racial group. By 2050, when demographers tell us that there will be no racial or ethnic majority among the general population of the United States, it is projected that the Latino population will double to 30 percent. Moreover, between 2012 and 2020, the U.S. population is expected to grow nearly ten percent, with the majority of this expansion occurring in the most populous states: California, Texas, New York, and Florida. With approximately 12 million Hispanics turning out to vote in the 2012 elections, Latinos represented 10 percent of the U.S. electorate, a number projected to double by 2030. As the largest immigrant group to exhibit significant cultural sustainability, Hispanics also represent a key niche of consumers who are on pace to wield $1.5 trillion dollars in buying power by 2015. As these trends continue to develop and expand, no business, non-profit, or political campaign will be complete without understanding and communicating with this pivotal segment of the U.S. population.