Hispanic Business Challenges
& Opportunities

There are over 33 million Hispanics in the U.S. A conservative estimate is that we will be almost 100 million by the year 2050. California, in particular, is expected to experience a dramatic increase in Hispanic population so that by 2040, Californian Hispanics will be the most populous single cultural group in the State. By 2020, Hispanics in California will surpass non-Hispanic Caucasians for the first time.

Our future in the United States overall, and in California specifically, will be particularly packed with challenges and opportunities. Hispanic businesses will have to develop strategies to take advantage of unprecedented growth, while at the same time assuming leadership in mitigating formidable problems.

To succeed in the future, Hispanics will need to cooperate more with each other. It will be increasingly important that we recognize the value of patronizing each others' businesses. Our economic strength can be used to further the well-being of the community. This approach of strategic cooperation needs to be a concerted effort. Favoring Hispanic businesses and/or businesses that actively employ and promote Hispanics will provide the additional clout that will help us further emerge.

The Hispanic market will surpass a trillion dollars in purchasing power by 2050 (in today's dollars). Hispanics are in a privileged situation to be participants in that growth and in helping other businesses grow with the market. There will be increasing demand for products, advertising, promotions, research, and other marketing services geared to U.S. Hispanics. Those Hispanic professionals who position themselves as links between marketers and consumers will attain growing importance.