Is Corporate America really starting to notice Hispanic consumers?
I know the impact of this market from my time at Univision (UVN ). It’s the fifth-most-watched network in the country. In some markets, like Los Angeles and Miami, it’s the most watched. Companies are starting to recognize that this market is no longer a sideline, goodwill, or philanthropy, but a good business. The auto industry is looking at a dramatic leveling of sales as the boomers reach their mid 50s and slow down their car buying. If you take the Latinos out, you see flat to no growth. Add the Latinos, and the car market grows 100,000 vehicles per year. You’re seeing companies making decisions based on that. Toyota is building a plant in San Antonio. They picked that location with the input of their marketing team because they wanted a bigger presence in states where Latinos are a large part of the population. Latinos will be the workers in the plant. Many, many other companies are making similar calculations. Every company wants to appeal to a demographic that is younger and wit
