The Hispanic-ization of America

The most recent edition of Facts, Figures & the Future newsletter by Phil Lempert takes a look at the Hispanic-ization of America:

Without question, America is undergoing a Hispanic-ization. In some major cities, such as Los Angeles, traditional Anglo-Saxons are now a minority, thanks primarily to the large influx of Hispanics and Asians. Many cable systems offer several different Spanish-speaking stations, the radio waves are filled with Spanish-language programs and newsstands have many Spanish magazines and newspapers to choose from.

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The main thing to consider when comparing the current Hispanic immigrants to their late 19th century and early 20th century counterparts: the current migration is now in its second generation. That means while many of the children born from the first wave of Hispanic immigrants – now teens and young adults – understand and speak the Spanish language and are comfortable eating Hispanic cuisine at home, most prefer speaking English (an increasing number understand Spanish, but do not speak it fluently). Furthermore, when out of the home environment, they are far more likely to be eating hot dogs, hamburgers and pizza than burritos, and ordering milk and soda over horchata.

Not only is this massive demographic shift affecting consumer buying habits, but it impacts the small business market and those who sell to it.  Keep in mind that Hispanic-owned businesses are the largest  group of minority-owned businesses.  The cultural differences and expectations of Hispanics permeate the SMB community, too.