Marketing and the Hispanic Baby Boom

The opportunities and challenges of this rising demo

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Muchas felicidades! Hispanic babies, born in the U.S. at a rate four times the total population between 2000 and 2010, are still gaining ground in the youngest of demos. While a slight dip in the birth rate correlated with the economic crisis, the parting of recessionary clouds and a recovering housing market may reignite what has been a steady cultural explosion.

One-fourth of children in the U.S. are Hispanic. While this expanding segment represents a marketing opportunity, many of them are second- or third-generation, and accordingly, advertisers need to keep culture and language in mind.

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