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The Latino Market
The Latino Market - A Changing America: How Three Companies Are Catering to Latino Market The participants in "A Changing America" panel at the recent Wharton Latin American Conference hardly needed reminding that 40 million Hispanics live in the United States today, accounting for 14% of the total U.S. population and establishing a base as the largest minority group and the fastest growing population segment in the country. Wharton.uPenn.edu
Which was exactly the point. Instead, the three panel representatives from Citigroup, People en Espanol and Univision discussed how their banking, magazine and television entertainment businesses have successfully captured the Hispanic and Latino markets in the U.S. by designing programs and products specifically tailored to these segments.
Across these three diverse industries, similar themes emerged, with one overriding message: Though 60% of all Hispanics in the United States come from Mexico, Hispanics are increasingly recognized as a complex, multi-layered population segment that represents many different Latin American nationalities and varying levels of integration within the U.S. economy and the culture. And while the Hispanic population continues to assimilate, its tendency to hold on to its origins and its native language will create a complicated and challenging consumer market -- a "changing America" that won't be easy to define.
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