Page 4 - SYF Hispanic Playbook_WorkingDraft (1)

With a population of over 62 million and over $1 trillion in buying power, Hispanics are
at the forefront of that growth, yet, despite their massive influence, marketers brands
dedicate only a fraction of marketing and advertising budgets to this important

audience, leaving dollars on the table and making this segment a tremendous
untapped opportunity.

Engaging this important source of growth means understanding this segment at a
deeper level, beyond demographics and language. The key is in the details that
demonstrate your brand respects and embraces their culture and their unique needs.
This playbook’s purpose is to provide a deeper look into this audience and detail in the
context of relevant areas to help you:

 Understand the importance of addressing Hispanics in your marketing efforts
 Know who they are, what’s important to them, and where you can find them
 Have a baseline understanding on how to best connect with this segment of the
population

THE US HISPANIC

POPULATION TODAY