Multicultural Leadership Community – TOP 10 Reasons to Better Serve and Woo the Booming Hispanic Market

By Roberto Gomez Jr.*, Vertis Communications. He is the chairman of the Multicultural Leadership Group for the DMA-Atlanta

1- Hispanics represent a rapidly growing, yet underserved, consumer market.

2- Amidst a sluggish economy, Hispanics exhibit increasing affluence and sustainable growth in purchasing power.

3- The Hispanic market skews young, indicating a tremendous opportunity to win customers at their peak of consumption and secure customers for life.

4- Hispanics are moving to the online channel at a rapid pace.

5- Hispanics tend to be brand-loyal, indicating tremendous potential lifetime customer value.

6- Hispanics value and refer those companies that provide Spanish service.

7- Hispanics are cultural influencers with increasing trendsetting power.

8- Near shore outsourcing is an attractive option for serving U.S. Hispanics.

9- Smart companies are already wooing Hispanics.

10- Hispanics are the market of the future—continued under-service of Hispanics will relegate your company to sluggish sales and low returns.


*Roberto Gomez Jr. works at Vertis Communications (


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