It’s no secret that the 53.3 million Hispanics - nearly one in six residents – make up the nation’s largest minority group and largest immigrant group. The population continues to bloom as nearly one in three residents will be Hispanic by the end of 2060. With this undeniable growth surge comes an equally powerful purchasing power. In fact, Hispanic purchasing power is an impressive $1.5 trillion dollars.


Over half of all Hispanics reside in three states: CA, TX and FL. The top 10 Hispanic cities include: Los Angeles, New York, Miami, Houston, Dallas, Chicago, San Francisco, San Antonio, Phoenix and Harlington. Los Angeles alone is home to more than 5 million Hispanics.

Although Hispanics share a common language, the community is a colorful and vibrant mosaic of different countries and customs each with its own unique history. The nation’s Hispanics trace their heritage to more than 20 Spanish-speaking nations worldwide. The largest Hispanic-origin groups are Mexicans, Puerto Ricans, Salvadorans, Cubans, Dominicans, Guatemalans, Colombians, Spaniards, Hondurans, Ecuadorians, Peruvians, Nicaraguans, Venezuelans and Argentineans.



Core Hispanic values include: the strength of family, socializing, maintaining a sense of spirituality, being part of community, having a strong work ethic, courageous entrepreneurialism and enjoying a degree of success in this country.

A true, cultivated understanding of Hispanic culture – and the nuisances, preferences, perceptions, needs, traits of this population - is essential to communicating in a meaningful and impactful way with this prominent market.