Most people already know that Latinos make up roughly 20% of the population in the USA, making them one of the biggest minorities in the USA right now.
For the longest time, Latinos were seen as a minority with limited buying power, low literacy rates, and even less overall power in business. The only few prominent Latine names we see today are either from the media (actors, singers, models) or in the food business.
However, things have changed now.
How?
Well, as per 2022 Census statistics, the US population is going through rapid gaining and diversity at the same time. The report explains that the population is becoming more racially and ethnically diverse, offering representation and opening doors for minorities.
Consequently, we see minorities pushing boundaries, paving ways for innovation, and challenging stereotypes. As the biggest minority, Latinos are at the forefront of these changes.
If you are curious about these changes, keep reading as we explore some of the aspects.
Impact of Growing Latino Population in USA
· Pushing for Diversity
Diversity is becoming a hot topic in the USA. Where other countries are still trying to figure out ways to include minorities in mainstream media, the USA has openly embraced minorities regardless of their background.
Thanks to this diversity, a civil movement often led by African Americans and the Latino community, we are noticing people from different backgrounds entering business, media, and other industries. Gone are the days when Hispanics and other ethnicities were considered a niche. Now we see these minorities dominating different industries i.e. food, beverage, skincare, health, media, and communication.
Moreover, this is creating spaces in media, offering a platform for minorities to share their stories.
· Change Business Preferences
The rise in the Latino population is now pushing businesses to change their target audience. Previously Hispanics and other minorities were seen as a niche. While brands were ready to include them as a secondary audience for their marketing campaigns, they were still reluctant to consider them a primary target audience.
Now that the Hispanic population is on the rise and young Latinos are joining the workforce, they have good buying power as well. Consequently, businesses are considering Hispanics as a target audience. This has also increased the demand for Latino marketers with a better understanding of Hispanic culture and its references.
Apart from marketing, businesses are also accommodating Spanish-speaking clients in customer service. Cox is an incredible example of this impact. The brand has dedicated Cox servicio al cliente en español where anyone can seek brand-related guidance in Spanish.
· Raising Bar for Tolerance
The rise in the Hispanic population and diversity in the US is creating spaces for minorities in mainstream media. From including Hispanic, Asian, and African American stories to offering them a platform to share experiences, we have seen mainstream media changing for good.
It is expected that with improved tolerance, the hate crime against minority communities will eventually see a decline as well. This will also help in reducing the overall political polarization, social isolation, social exclusion, and economic stagnation.
As acceptance of diversity sees a boost in the US, business types and export goods will also see a variation. Eventually, this will offer a boost to the economy.
· Getting in Mainstream
Mainstream media has long been dominated by white population. From highest-paying actors to the best singers, we see every category accommodating Caucasians in the country. However, the rise in population diversity is changing this completely.
Change in population means, change in audience. This has triggered a change in storytellers, actors, and singers. Now we see more Hispanic content online and in mainstream media. The best thing about this content is that it is written and made by Latinos!
With authentic voices from the Latino community, this is the first time the audience is getting familiar with the cultural references, languages, and history of Latinos. In fact, this is an enlightening opportunity for American citizens as a whole, which will help in breaking stereotypes.
· Demanding Attention Where Necessary
Previously Hispanics were limited in number; they were expats facing financial issues. The majority of the Hispanics in the USA were afraid of deportation, which is the reason they felt content with the little that was offered.
However, as the second and third generations of Latinos are now entering the workforce, we are noticing a shift in the attitude as well. The minority population is now ready to take bold moves and highlight their social issues. They are no longer considered a small niche in business or a minority that can be stereotyped. Instead, Latinos are ready to give businesses a run for their money.
This rising population is now demanding brands to offer them representation if they want to sell them products. They also opt out of a brand if they don’t feel valued and heard. All these changes in consumer behaviors have now shifted the control from brands to the clients.
Industries with Highest US Latino Representation
According to the US dept of Labor, the number of Latinos in the country are majorly contributing to the economy, with the highest concentration of them serving in:
- Farming, fishing, and forestry
- Development, cleaning and maintenance
- Construction and extraction
- Food and beverages
- Transportation