shoppingIf your brand is trying to reach the “[email protected] community,” there are a lot of things to keep in mind – and definitely a lot of misconceptions out there. Let’s delineate and debunk some of the most common myths about marketing to [email protected] in the United States.

1. [email protected] in the United States have little purchasing power.

Assuming that this is the case is a huge mistake, and here’s why. In 2012, Hispanic purchasing power was at $1.2 trillion, and according to the Selig Center for Economic Growth, is expected to rise to $1.5 trillion by 2015. [email protected] households in the United States spend more on phone services, men’s, boy’s and children’s clothing, and footwear, as well as on groceries and restaurants than [email protected] households. How’s that for purchasing power?

2. To market to the [email protected] demographic, you need to speak Spanish.

Also patently false. It’s been proven time and time again that a Spanish-language label isn’t going to cut it, and the reason for this is that most [email protected] residents of the United States are quite fluent in English. Many [email protected] Spanish-speakers often only do so at home with their families.

Here in the US, the ability to switch between cultural identities is crucial. In fact, at this juncture, 82% of Hispanic Americans are bilingual, and 25% speak only English. What it comes down to is that [email protected] are in no way homogenous, meaning that marketing to the demographic requires a little more nuance.

3. [email protected] in the United States only live in big cities like New York and Miami.

The reason for this misconception is the belief that most [email protected]s are blue-collar workers who immigrate to urban hubs for work. The reality, however, is that the [email protected] demographic is becoming more and more educated, with the highest level of enrollment in higher education of any minority group.

The result here is that new growth is taking place for the [email protected] population in states like Oregon, Utah, Iowa, and Minnesota. South Carolina, for example, has seen a 148% increase in its [email protected] population, showing that it’s not at all about urban hubs or even immigration anymore. Much of the population growth for the [email protected] community is actually due to new births rather than immigration.

What it all comes down to is that the purchasing power of Hispanic Americans is much higher than you might have imagined – and even if your company is located outside of a major US city, it’s important to think about what that means for your marketing strategy.

Has your business considered marketing to the Hispanic community in your area?