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Hundreds of years of political and socio-economic problems coupled with racial persecution, poverty and more recently drug violence have forced a mass migration of Hispanics northward. While they come from virtually every Spanish speaking country in Central and South America, the vast majority of immigrants (legal and illegal) are from Mexico.
Although the United States has exported many jobs to take advantage of cheaper labor and less restrictive laws, they are not enough to change the miserable existence of the vast majority of poverty-stricken people below our borders. Years of poorly managed immigration policy and lack of timely action by politicians to rectify the problem has made this nearly impossible to fix. The only solution they see is amnesty. There are now approximately 54 million Hispanics in this country, almost a quarter of which are illegal. They perform the jobs that we do not want – construction, agriculture and the service industries. To remove them now would have a devastating impact on our economy.
Fifty-four million! This is a very significant portion of US consumers – and it is growing! Consumers who need food, clothing, automobiles and all the things that goes with living in America. In our top ten metropolitan areas more than one quarter the population is Hispanic. Half of these are more than 40% Hispanic and three exceed 50%.
While American industry is happy to take their money, they are not going out of their way to get it. A quick check of Google maps shows that merchants like Wal-Mart, Target and the major grocery chains are poorly represented in the predominately Hispanic areas. Where they do exist they target the customers as an extension of the upscale areas that they serve with significantly more enthusiasm. Their lack of insight into Hispanic culture and lack of awareness of the huge economic impact this segment of our society represents is to ignore a potentially dynamic revenue stream within our borders.
To capitalize on this market will require a revision in traditional management style and marketing principles. While although living within the accepted American economic framework, it must be taken into account the strong bonds toward family and country that exists in the Hispanic culture and modifications made to that framework that will foster and create loyalty throughout this important market segment.
Examples would include:
• Highlighting local products manufactured or grown by members of the Hispanic community.
• Provide recognizable and desirable products from regions across the consumers’ homeland. This should not be done as one side of an aisle labeled as international products with hundreds of hard-to-find products in a small area, but an entire section of the store providing an atmosphere of home.
• Foodstuffs and clothing should be strongly promoted toward Hispanic preferences and culture.
• Employee interaction with consumers should reflect compassion for the community.
• Advertising within and without the stores should be primarily in Spanish with English as needed in smaller case text.
• Employees should be recruited from the Hispanic areas or have a strong bond to it.
• Spanish as the first language with bilingual ability in English as a bonus.
• Advertising should first and foremost be in Spanish and targeted toward the community. Not just one huge ad with metro-wide circulation. Local publications along with buses, benches and billboards would be among the primary advertising targets.
• Give back to the community through churches, schools, social programs and youth programs. A strong sense of community responsibility is vital.
A very real and rewarding opportunity exists in the Hispanic communities of this nation that begs to be explored. Whether through existing corporate entities or through entrepreneurial spirit, it is an avenue of retail growth that has been ignored for far too long.
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