Older Latinos: An Underestimated Marketing Opportunity
I have been thinking that for the last 20 years the marketing industry keeps talking about Hispanic youth as the promised land of opportunity. No question that Latinos are fundamentally characterized by their youth because their median age is 10 years younger than that of the overall US population. Still, there are older Latinos, and surprisingly they are a fast growing subpopulation of people 50 and over in the United States. That is not hard to understand since everyone ages and Hispanics are the fastest growing cultural group in the United States.
The cult of youth among marketers is understandable, but looking at some data from the Florida State University DMS Insights Multicultural Marketing Research Project of 2011 suggests that there is ample opportunity to capitalize on 50+ Latinos because their aspirations are high.
For example, among those who are online who do not currently have a blog, one can see that those who prefer to communicate in Spanish are more likely than anyone else to say they are planning to have a blog within the next year, and those 50+ are the most ambitious in this respect than anyone else in their age group.
Read the entire article at the blog of Dr. Felipe Korzenny..