The U.S. Hispanic Market Prepared by: LATINA Style Magazine Prepared for: Diversity Best Practices B

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The U.S. Hispanic Market Prepared byLATINA
Style MagazinePrepared forDiversity Best
Practices Business SessionDiversity and the
Customer Connection
January 19, 2006 Atlanta, GA
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About Us

• 2006 marks 12th year of publication
• Broke new ground in 1994 by launching 1st
  national magazine dedicated to needs concerns
  of the contemporary Latina professional
  
• National circulation of 150,000 readership of
  600,000
  
• Unique in ability to reach both the seasoned
  professional and the young Latina entering the
  workforce for the first time
  

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• LATINA Style 50 Report is an annual study of the
  50 best companies for Latinas to work for in the
  United States
  
• Most respected evaluation of corporate Americas
  policies and practices as they relate to Latinas
  in this country
  
• Nearly 800 companies surveyed, most comprehensive
  attempt to identify the companies that provide
  the best career opportunities for Latinas in our
  country
• The awards are hosted by the U.S. Secretary of
  Labor during the LATINA Style 50 Best Practices
  in Diversity Conference Awards Ceremony

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• Launched in 2004 in celebration of our 10th
  anniversary
  
• Goal to ascertain, through round-table and panel
  discussions, as well as in-depth surveys and
  commentaries, the status of the Latina
  workingwoman in the United States
• Among issues discussed career development,
  business opportunities, family issues, health and
  fitness, children development, cultural
  sensitivity, and political and civic
  responsibility.
• Event in which we, as the only nationally
  distributed Latina lifestyle publication, honor
  Latinas in the Armed Forces during a luncheon
  hosted by the Department of Defense

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• Launched in 1998 with assistance of the U.S.
  Small Business Administration
  
• Most successful business development program for
  Latina business owners in the nation
  
• Unique forum for Latina business owners to learn
  everything they need to start their own
  businesses or make their existing one more
  successful
• Over 10,000 Latina business owners in fifty
  cities have participated
  
• Featured on NBC, ABC and CNN, and in The Los
  Angeles Times, The Washington Post, The Dallas
  Morning News and The New York Times

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The Anna Maria Arias Memorial Business Fund was
created to identify and reward Latina business
owners who have demonstrated a dedication and
commitment to entrepreneurship. The Fund, which
was made possible through Wells Fargo and Aetna,
recognizes the accomplishments and success of
Latina businesswomen who epitomize the principles
and values that were championed by the late Anna
Maria Arias, founder and publisher of LATINA
Style Magazine. The panel of judges included
representatives from the family of Anna Maria
Arias, Wells Fargo, Aetna, USHCC and LATINA Style
Magazine.
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The U.S. Hispanic MarketThe Demographic
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U.S. General Hispanic Adult Population15 Years
Older
(in millions)
Source CIA World Fact Book, July 2005
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U.S. Market Statistics
Purchasing Power by Ethnicity 2004 (in billions
of dollars) Total U.S. Market ? 8,600.8 White
Market ? 7,077.2 Black Market ? 723.1 Hispa
nic Market ? 686.3 Asian Market ? 363.2
Other ? 437.2
Source Selig Center for Economic Growth, May 2004
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U.S. Hispanic Market Statistics
Source Selig Center for Economic Growth, May 2004
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U.S. Minority Market Statistics
Source Selig Center for Economic Growth, May 2004
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The U.S. The Worlds 5th Largest Hispanic
Consumer Marketplace

• 2001 Population
  (Millions)
  
• 1. Mexico 99.6
• 2. Colombia 43.1
• 3. Spain 39.6
• 4. Argentina 37.5
• 5. U.S. Hispanic Market 36.2
• 6. Peru 26.1
• 7. Venezuela 24.6
• 8. Chile 15.4
• 9. Ecuador 12.9
• 10. Cuba 11.3

Source Population Reference Bureau, 2001
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The American PieU.S. Population by Race/Ethnicity
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Percent Distribution of Hispanics in the U.S. by
Ethnicity
Other Hispanics
Central South American
Mexican
Cuban
Puerto Rican
Source Current Population Survey, March 2002,
PGP-5
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Cities with High Percentages of Latino Populations
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Percentage of Latino Population Growth by State
Source US Census Bureau, 2000
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Percentage of Latino Population Growth State
Leaders
North Carolina 394 Arkansas 3
37 Georgia 300 Tennessee
278 Nevada 217 Alabama
208 Kentucky 173
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A Younger Population
Median Age of U.S. Population
36.1
28.5
Source Claritas, 2001
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Hispanics in the U.S.Younger with Larger
Families
47.7 of Hispanic households have 4 or more
members
Source Standard Poors DRI, 1998 Population
Survey
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The U.S. Hispanic MarketValues, Beliefs
Similarities
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Differences In Values Beliefs
Source Cultural Access Group
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Differences In Values Beliefs
Source Cultural Access Group
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The Twelve Acculturated Segments
Source La Agencia de Orci Asociados, 2005
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The Hispanic Workforce
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Total U.S. Workforce for 2003 2004
Percent Change 2003 to 2004
No. of Employees
Total Workforce 1.10 Total Men 1.63
Total Women
0.50
(in millions)
Source Department of Labor-Bureau of Labor
Statistics 2004
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Total U.S. Hispanic Workforce for 2003 2004
Percent Change 2003 to 2004
Total Hispanics 3.21 Hispanic Men 3.37
Hispanic Women 2.96
No. of Employees
(in millions)
Source Department of Labor-Bureau of Labor
Statistics 2004
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Hispanic Full-Time Part-Time Workforce 2004
Source Department of Labor-Bureau of Labor
Statistics 2004
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Percent of Hispanic Employees in Occupational
Categories
Percent
Source Department of Labor-Bureau of Labor
Statistics 2004
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Percent of Hispanic Population with a Bachelors
Degree or Higher
Percent
Hispanic Ethnicity
(Men Women)
Source Current Population Survey, March 2002,
PGP-5
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The Womens Workforce
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Total U.S. Womens Workforce for 2003 2004

• 2003 64,404,000
• 2004 64,728,000
• Percent Change 0.50

Source Department of Labor-Bureau of Labor
Statistics 2004
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Percent of Women Employees in Occupational
Categories
1.0
6.4
37.7
35.0
19.9
Source Department of Labor-Bureau of Labor
Statistics 2004
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visit our website atwww.latinastyle.com