Contents:

Scope and Themes What you need to know Definition Sources Consumer survey data Abbreviations and terms Abbreviations Terms Executive Summary Understanding the consumer Latinization Why Latinization is important Traditions, entertainment, and design Figure 1: Day of the Dead sleepwear collection at Target store, 2008 Contributions by Latinos Latinos in the 21st Century—Latiños, The New Latino Mainstream, and Young Latino Adults U.S. Hispanic Population U.S. population by race/Hispanic origin Figure 4: U.S. population, by race and Hispanic origin, 2003-13 The Hispanic and non-Hispanic population By age Figure 5: Hispanic population, by age, 2003-13 Figure 6: Total U.S. population, by age, 2003-13 By country of origin/heritage Figure 7: Hispanics, by country of origin/heritage, 2006 Figure 8: Graph: Hispanics, by country of origin/heritage, 2006 Where Hispanics live Hispanics by geographic concentration Figure 9: Hispanic population, by region and by country of origin/heritage, 2006 Figure 10: Graph: Hispanic population, by region, 2006 Figure 11: Hispanic population in top five states, by country of origin, 2006 States with greatest Hispanic population growth Figure 12: States with the greatest percentage increases in Hispanic population, 2000-06 Key Hispanic metropolitan areas Figure 13: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006 Hispanic income levels Figure 14: Largest Hispanic markets, by Hispanic disposable income, 2005 The Hispanic household Figure 15: Average household size, by Hispanic origin/race of householder, 2001 and 2006 Figure 16: Households, by number of persons in the household—Hispanics vs. non-Hispanics, 2006 Figure 17: Households, by presence and age of children—Hispanics vs. non-Hispanics, 2006 Latinization What is Latinization? Latinos in North America Latino diversity The indigenous roots Living biculturally Latinos are multiracial Why is Latinization important Traditions, Entertainment and Design Traditions Expressiveness El abrazo La Quinceñera Celebratory view of life Entertainment Figure 18: Billboard Musica Latina, 2008 Music and dance Figure 19: Dancing with the stars television network, 2008 Television Dora the Explorer Ugly Betty Figure 20: Ugly Betty, ABC Television network, 2008 Figure 21: Restaging West Side Story, 2009 Figure 22: 2008 Tony Award winning musical, In the Heights, 2008 Figure 23: Love in the Time of Cholera, Internationally Recognized Book Figure 24: The Brief Wondrous Life of Oscar Wao, 2008 Pulitzer Prize Fiction Winner Figure 25: Carlos Santana’s footwear Figure 26: How Developers and Builders can address Latino Housing styles Latin American Foods and Ingredients Food and ingredients in the American household Figure 27: Household consumption of Mexican food/ingredients—Hispanics vs. non-Hispanics, April 2007-June 2008 Figure 28: Household consumption of Mexican food/ingredients, numbers of packages eaten—Hispanics vs. non-Hispanics, January-November 2007 Figure 29: Household consumption of Mexican food/ingredients, by product—Hispanics vs. non-Hispanics, January-November 2007 Figure 30: Household consumption of Mexican food/ingredients, by brand—Hispanics vs. non-Hispanics, January-November 2007 Figure 31: Taco dinner kit Latino food in restaurants Figure 32: Mexican food restaurant chains visited—Hispanics vs. non-Hispanics, January-November 2007 Figure 33: Rick Bayless, nationally recognized chef of Mexican food Nuevo Latino Latino fusion Latinization and food manufacturers Figure 34: Trader Joe’s Red Mole Tortillas go mainstream Figure 35: Archer Farms Authentic Multigrain Tortillas, 2006 Figure 36: Household usage of bread products, 2003-07 Contributions Workforce Financial impact and entrepreneurial growth Figure 37: Map showing distribution of Hispanic business growth, 1997-2002 Sustaining an aging population Figure 38: Distribution of Hispanic-owned firms, by kind of business, 2002 Latino Muscle Skilled labor Construction Women in the workforce Leadership in the workplace Financial contributions Latino business growth projections for 2004-12 Figure 39: Hispanic-owned businesses: growth and projections, 2004-12 Hispanic purchasing power and income Over 38% of Latino households make $50,000+ Figure 40: Household income distribution for all households and Hispanic households, 2007 Impact on taxes Financial downturn 2008 Political clout The Hispanic vote Figure 41: States with the greatest Latino share of eligible voters, 2006 Presidential elections 2008 Figure 42: Spanish-language ad by Barack Obama “John McCain surrendered to the anti-immigrant,” 2008 Figure 43: Spanish-language ad by John McCain “Change Is Coming,” 2008 The political issues Latinos in the 21st Century Size and projected growth of Latino youth population Figure 44: The young Hispanic population, by age, 2003-13 Latino youth and the marketplace Figure 45: Miller Chill: Chelada style beer Figure 46: Fiesta lime flavor rice chips by Lundberg Bicultural lifestyle Attitudes of Latino and non-Latino youth Figure 47: Toyota Camry Hybrid ad, 2006 Figure 48: The Coke side of life, 2007 Latiños—Latino teens The new Latino mainstream and Latino young adults Top interests of young Hispanics Figure 49: Top interest of young Hispanics, September 2008 Relationship with family Family first Figure 50: Young Hispanics’ closeness to family, by age, September 2008 Cultural self-identity Self-identifier: Latino or Hispanic? Figure 51: How young Hispanics/Latinos self-identify their ethnic heritage, Latino or Hispanic, September 2008 Importance of ethnic heritage Figure 52: Importance of ethnic heritage to Latino young adults, by age, September 2008 What matters most to young Latinos Figure 53: Issues that are most important to young Hispanics, by age, September 2008 Language: Spanish, English, and Spanglish Figure 54: Apple iPod commercial, 2007 Language preference by Latino young adults Figure 55: Language used outside of the home, by age, September 2008 Figure 56: Confident of Spanish-speaking skills in the workplace, by age, September 2008 Figure 57: Language preference at home, by age, September 2008 Technology usage Figure 58: Communication technology usage by young Latinos, by age, September 2008 Language use online Figure 59: Online language preference of young Latinos, by age, September 2008 Contributions to the world around them Figure 60: Making a difference in the world—Latinos’ greatest contributions, by age, September 2008 Income levels Figure 61: Household income of young Latinos, by age, September 2008 Appendix: Simmons and Other Useful Consumer Tables Figure 71: Household income distribution for all households and Hispanic households, 2007 Appendix: Trade Associations

Companies Mentioned

- U.S. Bureau of the Census - ABC, Inc. - Association of Latino Professionals in Finance and Accounting - Apple, Inc - ESPN, Inc. - Kmart Corporation - Target Corporation - Tortilla Industry Association (TIA) - Toyota Motor Corporation USA - Jelly Belly Candy Company - Mission Foods (USA) - MTV Networks - SAM's Club - Toys R Us - Wal-Mart Stores (USA) - Wm. Wrigley Jr. Company