the latino/hispanic community michel leidermann november 6, 2008
TRANSCRIPT
The Latino/Hispanic Community
Michel LeidermannNovember 6, 2008
Most Frequent Misconceptions
Statistics you hear are estimates and projections based on 2000 Census data
Latino are creating the latest social, cultural and economic revolution in U.S.
Latino’s economy is growing at 8.2% annual compound rate
Latino purchasing power is projected to reach $1 trillion by 2010
Terms Describing The Latino/Hispanic Population Hispano or Hispanico come from
Hispania, the Roman name for the Iberian Peninsula
Latino is shortening of Latinoamerican or persons from Latin America
Terms Latino and Hispanic are interchangeable
Latino or Hispanic refers to an origin or ethnicity, a certain communality culture – NOT A RACE
Size Of Latino Population – Depends On Who You Ask Census Bureau reports Latino population
reached 45.5 million in July, 2007 and is 16% of the total population
Is presently largest minority group in country
Census Bureau projects by 2050, Latinos will be 133 million or 30% of Americans
Average U.S. female has 1.9 children while Latinas have 2.3
Who Are They? Spaniards first settled in southwest U.S.
in 1500s Mexicans and Spaniards have lived in
U.S. since before Mayflower arrived Latinos represent
64% of U.S. mainland Latino population are of Mexican heritage
50.5% of U.S. overall population growth since 2000
Growth that is a product of natural births minus deaths rather than of new migration
Latino Households 9.9 million family households in U.S. 67% married couples 62% have children 18 years or younger Pew Hispanic Center found in Arkansas
Average age of Latino resident is 25 Earn a median annual salary of $18,111 45% own homes Latino students are 7% of ALL public school children Latino women accounted for 8% of all births in state
Health Status For Latinos 34.1% of Latinos had no health insurance
in 2006
Community faces significant health care challenges and disparities
Factors such as lack of health insurance or low cost services, language and cultural barriers, and without access to preventive medicine
Where Do Most Latinos Live?
16 states have at least ½ million Latino residents
In 17 states Latinos are the largest minority group
Arkansas Latino Population (July 2007)
Arkansas total population 2,834,800
Arkansas Latino Census 150,270
Real estimated number 195,000
(July 2007)
Northwest Arkansas 47% or 71,450 – Real Estimated 93,000
Benton 28,700
Washington 25,650
Sebastian (Ft. Smith) 13,200
Carroll (Eureka Springs) 3,900
Central Arkansas 16% or 25,250 – Real Estimated
33,000
Pulaski 15,100
Faulkner 2,900
Saline 2,150
Garland 3,500
Southwest Arkansas 8% or 11,820 – Real Estimated
16,000
Sevier (DeQueen) 4,620
Hempstead (Hope) 3,100
Yell 4,100
NOTE: Latino presence in rural areas is rapidly increasing
Latino percentage of the population in each county in Arkansas as of 2005. All statistics are U.S. Census Bureau figures.Map created by Mike Keckhaver
What Is The Educational Status of Latinos?
60% of 25 years and older have at least a high school education
3.3 million 18 and older have a bachelor’s degree
11% of all college students are Latino 19% of all elementary and high school
students combined, are Latino By 2020 there will be an estimated 10 million
college age Latinos
What Is The Educational Status of Latinos?
According to AR Dept. of Education in school year 2006-07 represented
38% of students in Springdale School District
37% of students in Rogers School District
22.4% of students in Fort Smith School District
Do Spanish-Speaking People Speak English?
Most people who speak a language other than English at home speak English "very well“
34 million or 12 % of U.S. residents 5+ years, speak Spanish at home
Arkansas has 465,000 students in public schools and
36,450 language-minority students or LMS, and
26,003 limited English proficiency students or LEP
84 languages other than English are spoken in Arkansas homes with school-age children
Do Most Latinos Work? 68% of 16+ years work
Savvy employers aware of future worker shortage already recruiting Latinos
1/3 of the 2.6 million jobs created in 2005 were filled by Latinos
Economic Status of Latinos
Pew Hispanic Center reports in Arkansas
Latino and black median annual salary $18,111
White median annual salary $24,149
Economic Status of Latinos 2008 Current Population Survey for
nation income
Non-Hispanic white household $54,920 Latino household $38,679 Black household lowest median $33,916 Asian households highest median
$66,103
Are Latinos Opening More Businesses?
HispanTelligence estimates at least 2.2 million Latino-owned businesses in 2008 and projects 3.2 billion by 2012
43% of Latino-owned firms work in areas of Construction Administrative and support Waste management and remediation services Personal services Repair and maintenance
In Arkansas, small businesses serve families that followed the initial immigration wave
Do Latino Participate In Civic Activities?
Citizenship
Large increasing numbers of immigrant are becoming citizens
Despite Mexicans historically low rates of naturalization
1220,000 attained citizenship in 2007
Do Latino Participate In Civic Activities?
Voting 7.6 million Latinos voted in 2004 – an
increase of 27% over 2000 election numbers
47% of Latino citizens voted
Between 9 up to 12 million Latino citizens are expected to vote Nov. 4, 2008
Do Latino Participate In Civic Activities?
Service for Country 1.1 million+ Armed Forces are Latino
veterans Top 2 countries of origin for foreign-born
military personnel are Philippines and Mexico In 2006, 13% of all serving were of Latino
origin Latinos represent
15% Marine Corps 6% Air Force 14% Navy
What is Acculturation Vs. Assimilation?
Latinos tend to “adopt and adapt” without shedding their traditions and values
Latinos find that the English language ads are less effective than Spanish ads
Names The first name is followed by the father’s last
name, which is followed by the mother’s last name
Family Latinos tend to view the family as a primary
source of support Important decisions are made by the whole
family
What is Acculturation Vs. Assimilation?
Communication and Social Interaction
Latinos place utmost value on individuals as opposed to institutions Even in a professional situation, many expect personal interaction
Latinos characteristics are warm, friendly, and affectionate
relationships Many are very loud and outspoken in expressing pain and happiness Many NOT raised in the US, may avoid direct eye contact Many may understand English better than they can speak it
Time Orientation
Time and punctuality may be flexible MAÑANA !!! Time is money????
What About Immigration? Immigration is fundamentally an economic issue and as such,
legislators and government should focus on the realistic labor needs of the U.S. and to the actual economic contributions of the immigrants and pass a reform of the obsolete and cumbersome present system.
Undocumented Immigrants Are Not on the welfare wagon
In Arkansas prenatal care for mothers based on the premise that prevention is less expensive than treating illnesses
If all undocumented workers were to be deported in a short period of time, the negative economic impact would be astounding
Double the number of H-2A and H-2B Visas
Mexico Canada Seasonal Agricultural Workers Program (SAWP) Families are severely impacted by immigration raids
Arkansas Latino History and Population
Hispanic immigration in Arkansas began with the expedition of Spanish navigator and conquistador Hernando de Soto in 1496
In rural northeast Arkansas, Mexican farmers picked cotton in the early 1950s
Job opportunities attracted Latinos from neighboring states willing to perform grueling, low-paying jobs
25,390 Cubans passed through Fort Chaffee in a 2-year period called “Marielitos,” in 1980
Northwest Arkansas is home to approximately half of the state’s Latinos
In larger cities, Latinos are moving up the economic scale, hold better jobs, own homes, and are business entrepreneurs and managers
Arkansas Latino History and Population
Growing Latino population (5%-6%), has created significant political, economic, and social modifications
Most immigrants are more concerned with basic needs jobs education healthcare
Mexico and other Latin American countries accounted for 67% of the state's immigrants
The manufacturing industry employs 42% of immigrants An aging native-born population and the approaching
retirement will raise the demand for foreign-born workers. Immigrants and their children have a small but positive
net fiscal effect on the state budget in 2004 of $19 million
Speaking The Latino’s Language
It takes years to learn, and even more years to master a foreign language, especially in the written form
Many people who claim to speak another language are not fluent in its written form, lack vocabulary, and ignore syntax, nuances and variations
Another assumption is that translation software will do the job but put out junk
Literal translations can change the context of a message and even render a sentence impossible to understand
Need to TRANSCREATE: send the message regardless of the wording
Spanglish Is Becoming The Way To Communicate For Many
Latinos In The U.S.
ENGLISH SPANGLISHMarket MarquetaCarpet CarpetaFactory FactoriaLunch LoncheTruck TrocaTo park ParquearTo check Chequear
Anglicisms Can Be The Most Dangerous And Spanish Words May
Have A Totally Different Meaning
English Original
Anglicism Spanish Meaning
Embarrassed Embarazada Pregnant
Constipated Constipada Chest cold
Deceive Decepcion Disappointment
Supply Suplir Substitute
Support Soportar Tolerate
Molesting Molestar Annoy or bother
Excited Excitada Sexually aroused
Groceries Groserias Do or say a vulgarity
Economic Impact of Immigrants in Arkansas
Immigrants had an estimated total after-tax income of $2.7 billion in 2004
Immigrant workers contribute substantially to the economic output of the state and to the cost-competitiveness of key industries
Impact of immigrant spending could increase to $5.2 billion (in 2004 constant dollars) by 2010
Spending could generate as many as 84,700 spin-off jobs, contributing $303 million to state and local taxes
Latinos Financial Issues
“Unbanked Latinos” Financial industry has recognized that
Latinos are a huge market and seek creative approaches
Lending institutions realize that Latinos demonstrate financial responsibility
Personal income after taxes will rise to $1 trillion in 2010
Latinos Financial Issues In Arkansas, 45% of Latinos own homes 52% of U.S. Latinos are online Is the economic slowdown affecting the
Latino market? The Latino consumer market represents the
collective buying power of 45.5 million people, or roughly 16% of the entire U.S. population
Latino households are also larger, with more kids and teens, segments that drive spending under all economic conditions.
Communicating With Latinos
AdvertisingResearch shows that Latinos consume every type of media, they seem to have a special attraction to television and radio
Television 49% of Latinos watch Spanish language
programming during prime time hours
RadioThe most unique aspect of Spanish-language radio stations is that Latinos often listens to the radio all day.
Communicating With Latinos
PrintLatino newspapers are an inseparable part of the local communityand transmit locals news in Spanish that otherwise are only available in English
Event MarketingEvents create excitement, reinforce image, and allow you to hand-deliver your marketing message face-to-face with your target audience
How To Capture The Loyalty Of The Latino
Market Culturally relevant marketing plans will become increasingly
critical
US is no longer a melting pot – It is a salad of races, cultures and languages
The biggest mistake that a company can make is to view the Latino market as homogeneous
It is imperative for marketers to reanalyze and adopt new strategies
You need to understand the diversity, culture, and values
according to the community’s different subgroups
Companies must be genuine in their desire to market to Latinos
How To Capture The Loyalty Of The Latino
Market Loyalty depends on whether the company is perceived as
having a vested interest in the community and can be trusted
The University of Georgia's Selig Center for Economic Growth projects that Latinos' spending power will rise from $490 billion in 2000 to $1 trillion in 2010
Many banks accept the matricula consular only as a secondary form of identification
The IRS issues individual taxpayer identification numbers (ITIN) to undocumented workers and others without Social Security
Banks are hiring bilingual Spanish speakers. print literature and signs in many branches
How To Capture The Loyalty Of The Latino
Market A Latino marketing program Latinos have historically eluded
financial institutions for various reasons including fear, ignorance and accessibility
Poor penetration of the Latino market is not isolated to a single industry
The level of acculturation generally determines the language they prefer (English or Spanish) to do businesses
Selection Of Products And Services
Targeting the Latino market require more than a handful of translated marketing materials
For an effective marketing program to take shape, it requires commitment from the highest level of management
PanAmerican Consulting, Inc.MICHEL LEIDERMANN
President
Expertise in Latino issues:- Strategic Marketing & Advertising. - Cross cultural training.- Commercial scripts and voiceovers.- Interpretations, Translations & Transcreations: Health, Technical, & Legal; Documents, brochures and manuals. (Spanish - Portuguese - French)
[email protected] - [email protected]: (501) 868-4235 - Mobile: (501) 993-3572