Cultural Optimism


By: Carla Eboli, CMO, @ceboli

US Hispanics are known for their good food, their festive music and rich cultural traditions. And now, they are also becoming known for their optimistic view about the country’s economy.

According to research conducted by Florida Atlantic University, US Hispanics’ confidence in the economy increased to a new high in January (index to 101 vs. 87.4 in December, on a scale of 2 on the low end to 150 on the high end).

And their positive approach to life does not stop there. Still according the research, “80% of US Hispanics expect their personal finances to be in a better situation a year from now” vs. 62% in December 2014.

Dieste’s planning team says that the same optimism among US Hispanics was also verified in 2013 – when the “optimism among minorities outpaced that of whites by the widest margin since 1987” – in 2012 and in 2011.

One could ask how to explain so much optimism among an ethnic group that has been extremely affected by the US economic downturn that started in 2007?

Well, I guess the singer Celia Cruz cracked the code in her song La Vida Es Un Carnaval:

Ay, no hay que llorar, que la vida es un carnaval,

Y es mas bello vivir cantando.
Translation: There is no need to cry. Life is a carnival, and it’s more beautiful to live singing.