An Opportunity Not To Be Ignored: Hispanics and the U.S. Census

HARTFORD, CT (By Carmen Sierra, CAUSA) November 16, 2009 ― It's being described dramatically by some as producing a  "New Portrait of America."  Marketers are looking to it so they can gear up be sure they are able to continue to reach the right consumer; government officials need it for guidance on how to accurately channel $400 billion in federal money annually to schools, health-care providers, community programs, and politicians have already begun debating the different scenarios it may present if legislative districts must be redrawn.

The irony is the impetus for this frenzy is centered around a dry, routine government tradition of counting who actually lives in our country.  It's the much heralded 2010 U.S. Census.  It may strike fear in the hearts of some, but for those realists who like to think ahead, the census report presents an an opportunity with endless possibilities.

Whether you are a government agency, a non-profit organization, a corporation, or a small business, as noted demographer Kenneth W. Gronbach likes to say, "Everything is affected by supply and demand." You see, when there are fewer consumers, there is a less of a demand for products or services, which we all know translates into fewer companies and fewer jobs.

With that in mind, and with a national count expected to officially report an estimated 50 million Hispanics in the U.S., it is quite clear consumer demand across the board will be driven by this group.

New census data will change the way business, government and others  think about how  products are provided and who they are serving ― whether it is a client, customer, patient, television viewer, auto buyer, restaurant consumer, online user, home buyer, or  the consumer of beverages, snacks, and beauty products.  

From an economic standpoint, the nation's 47 million Hispanics will look to the 2010 census to bring validity to a buying power that stands at 1 trillion dollars annually and growing.  And among those born between 1985 and 2004 ― Generation Y ― tens of millions young Hispanics who have only just begun to enter their highest consumer purchasing years.  Census figures project by 2050 a quarter of the U.S. population will be Hispanic and entering its highest earning levels. 

Demographer Gronback half jokingly, half seriously says that we should be "kissing Hispanic immigrants."  The Hispanic contribution to the nation's economy is critical as we all try to grapple with less demand for supplies, undermining our economy's recovery.

Politically, the question remains: "Are Hispanics finally on an undeniable path to wielding a powerful influence on the process?"  Many believe once Hispanics make their impact on the American consumer economy, power in other arenas will follow. Hispanics are Indisputable agents of change in America but our emerging role is a responsibility we must recognize and embrace.  We are confident similar to the other ethnic groups who came before us,  we bring new passion to protect freedom and democracy, and a new sense of commitment to ensuring our families and our neighbors benefit from the same opportunities enjoyed by so many in the past.   

Unfortunately, rather than viewing the possibilities offered by the demographic signs, the census figures indicate,  there are some who would rather warn of the Hispanic boom in this nation, and place the blame of all the country's current ills solely on our shoulders.  I've often wondered if they really believe the more they pontificate, and blame everything on Hispanics, it would make us miraculously disappear from the American landscape.  This is not going to happen.  A more realistic approach is healthier.

To be sure, a lot is riding on this upcoming census but we are confident history will prove we not only carried on the legacy of continuing to build and strengthen our nation, but we were pivotal in protecting the promise this country built by immigrants offers the world.