Are Hispanics a homogeneous group?
Paradoxically, from a marketing standpoint, this group in some aspects is solidly homogeneous and in other critical aspects is clearly heterogeneous. The business challenge is to clearly understand this dichotomy. Furthermore, it is important to understand that even in those cases where homogeneity exists; there is usually an exception to the rule. For example, even though the median age of Hispanics is 25 years, the average age of Cuban-Americans is 41. The most fundamental strategic and tactical mistake that can be made is to approach and market the Hispanic segment as a single group. The US Hispanic population is clearly plural and multicultural, with a mosaic of values, visions and behavioral patterns. However, there are a number of beliefs held in common by the different enclaves within the US Hispanic market. First and foremost, they share common positive attitudes about their future in the US. Also, regardless of the country of origin, Hispanics’ allegiance to family is much str
