The document discusses a panel on understanding the new Hispanic consumer. The panelists include representatives from marketing firms and Southwest Airlines. They discuss trends in Hispanic demographics including that Hispanics now make up 17% of the US population and control over $1 trillion in spending. Specifically, they address issues around Spanish versus multicultural Hispanics, diversity, brands and budgets. A section notes that young Hispanic consumers are increasingly using English online and that social media platforms like MySpace have reached many Hispanic users. The panel aims to provide more insights and answers on effectively engaging Hispanic communities.