A spending force to reckon with

Jeff Wuorio

This article discusses how marketers should deal with the burgeoning Hispanic teenage population in the US.

A spending force to reckon with

Jeff Wuorio

If there's a phrase that best characterizes the Hispanic teen marketplace, it might be Un ajiaco de contradicciones—a stew of contradictions. The embodiment of varied influences and cultures, this complex demographic mix is being added to every day. One in five U.S. teens is Hispanic and the group is growing six times as fast as other market segments, according to “Nuestro Futuro: Hispanic Teens in Their Own Words,” a consumer profile by Redwood Shores, Calif.–based research consultancy Cheskin.

Hispanics aged 10 to 19 represent a burgeoning spending force. In 2004...

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