The New Hispanic Shopper – The Integer GroupThe Retail Academy
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The 2000 U.S. Census results had just been released and the marketing world was abuzz with a new emerging massive target audience— Hispanics. It showed that Hispanics had become the largest minority in the U.S., surpassing African-Americans in number and growing faster than any other demographic segment in the U.S. Projections of their spending power were astronomical. This was the launching pad for a widespread effort by marketers, brands, and retailers to grab a portion of this growing segment.