A Study Shows Race, Not Heritage, Is Key for Some of Latin/Spanish Descent

A paper published in the journal Social Science Research raises important questions regarding the ongoing assimilation of Hispanics in the United States and its implications for the future of multicultural marketing.

The research by two University of Southern California sociologists shows that 6% of respondents reporting Spanish or Latin American ancestry in a 2006 survey conducted by the U.S. Census answered “no” when asked if they identify themselves as Spanish, Hispanic or Latino. The authors, Amon Emeka and Jody Agius Vallejo, suggest that this might be early evidence of “ethnic attrition” or assimilation among Hispanics.

Read the entire article at Ad Age.

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