Multicultural

Retail Strategies for a Hispanic Customer Base
April 18, 2007

Retailers with stores in California, Florida and New York enjoy the greatest opportunity to capture a valuable share of the Hispanic market. But even though these metro areas feature high percentages of Hispanic consumers, they also are comprised of highly different groups of Hispanics. To serve this ethnic community at the local retail level—or the direct marketing level, for that matter—marketers need to dig deeper into demographic and lifestyle data by country of origin for households in specific geographic targets, posits a recent whitepaper, Breakthrough Merchandising for the Growing Hispanic Community. The whitepaper was developed by several experts at data solutions firm Acxiom Corp., including:

A Five-prong Approach for the Hispanic Market
February 7, 2007

There is a good deal of hype surrounding the Hispanic market these days, and rightfully so. Let’s take a moment to look at some key facts. Hispanics will account for one-third of new home purchases in the next 10 years. According to research conducted by the Direct Marketing Association’s Directo Council, credit card mailings to Hispanics increased 57 percent over the past two years. And while the Hispanic population will grow by 67 million people in the next 45 years, it also is very important to note that within the same time frame, the existing white non-Hispanic (WNH) population will decline. So while it is

America’s Changing Face
April 1, 2004

Come 2010, racial and ethnic groups will account for one-third of the U.S. population. Will you be ready? The ethnic and racial makeup of the U.S. population is changing—dramatically. In July 1998, racial and ethnic groups made up a little more than a quarter of the the population of the United States. By 2010, the multicultural population is projected to climb to one-third of the total U.S. population. The three largest racial and ethnic groups driving this growth are Hispanics, African-Americans and Asian-Americans. The demographics of these groups point to a decidedly young population. As of March 2002, approximately one-third of Hispanics and African-Americans,