Over the past few years, we have grown accustomed to hearing about the power of the Hispanic vote here in the States. Politicians are seen and heard talking about paths to citizenship and other subjects to rally votes. With media outlets paying the same close attention to the strength and power of the Hispanic vote, it is easy to understand the reaction and coverage of statements made by Donald Trump when he officially announced that he was joining the race for President of the United States.
The interesting effect is the support for Hispanics by those outside of the political realm. Univision, NBC and Macy’s cut ties with Mr. Trump, while others are questioning their involvement or looking for ways to distance themselves from him. As a marketer working in the multicultural space, I wasn’t surprised by the reaction. With more and more companies saying “we want to win with Hispanics,” Mr. Trump’s comments provided an opportunity to do just that. This was the chance to “win” with Hispanics, for those associated with the newly announced candidate. No reaction or continued support for Mr. Trump could have had the associated companies risking strong backlash that could potentially be felt on their bottom lines.
According to Nielsen data, Hispanic buying power in the U.S. is projected at around $1.5 billion this year. This number is expected to continue to grow in the coming years, and with this we can only expect that the influence of U.S. Hispanics will increase. We have witnessed a small example of the financial influence and impact of the Hispanic community. Is your brand in-tune with the booming growth of Hispanic influence? Stay in the loop with Dieste Inc. by subscribing to our newsletter below and see how a full service Hispanic agency based in Dallas can help you provoke action.