Burson Latino leverages our experts, their experience and Burson-Marsteller’s strategic communications approach and innovative tools to help clients connect and engage with the dynamic and fast-growing U.S. Hispanic population. We build carefully tailored, insight-driven programming that goes beyond a simple translation of messaging.

1. A BRIEF GUIDE
TO AMERICA’S NEW MAINSTREAM
U.S. HISPANIC POPULATION
17%in
2016 30%by
2060
65%
are native-born
3.2Mages 18-34 by 2025
Latinos will account for
40% of employment
growth over the next
5 years and more than
75% from 2020 to 2034
POLITICAL IMPLICATIONS
2016
LATINO PARTICIPATION IN
PRESIDENTIAL ELECTIONS
(in millions)
TOP ISSUES AMONG
LATINO VOTERS40% hispanic
electorate growth
between now
and 2030
of voters turn
18 each year
13%
ENTREPRENEURIAL SPIRIT
47% GROWTH
in U.S. Hispanic Small Businesses
517 BILLION
Revenue Generated by
Hispanic Owned Businesses
$
MEDIA CONSUMPTION HABITS
Where Hispanics Get Their News
Top Hispanic Magazines
Print - 42% Internet - 56% Radio - 56% TV - 86%
W W W
SOCIAL & MOBILE
Most avid
smartphone users
with more than
14 hours a week
More likely
to engage
with brands on
social channels
Twice more
likely to
share content
HISPANIC MARKETING
35%
Top 5 Companies Tapping into This Market
$1.7 TRILLION
Hispanics in the U.S. have a projected aggregate buying power of
22%
of Hispanic households now
speak English and Spanish
within the home
of Hispanic homes speak
only one language
Marketers can no longer just convey their messages
in English or Spanish. They need to communicate in both.
$334,825 $124,723 $122,872 $122,531 $111,362
Sources:
1. Pew Hispanic Center 2015; 2. U.S. Census Bureau 2014; 3. Pew Hispanic 2016; 4. U.S. Census Bureau 2014; 5. IHS Markit 2015;
6. Pew Hispanic 2012; 7. Center for American Pogress 2016; 8. Pew Hispanic Center 2015; 9. Pew Hispanic Center 2015;10. 2012
Survey of Business Owners (SBO), Census Bureau, released in 2015. (based on # of firms 2007-2012); 11. Pew Hispanic Center 2013;
12. Nielson 2015 Report; 13. Ad Age Hispanic Fact Pack 2015; 14. Online Sharing Behaviors of Hispanic Consumers; 15. Nielsen 2014;
16. Ad Age Hispanic Fact Pack 2016; 17. Ad Age Hispanic Fact Pack 2014; 18. Pew Hispanic Center 2015; 19. Cision Database 2015,
Hispanic Fact Pack.
READY TO CONNECT WITH THE HISPANIC MARKET THROUGH BURSON LATINO?
Please contact Jorge Ortega
jorge.ortega@bm.com 305-347-4347
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