A survey of senior marketers at Fortune 1000 companies finds that a slight majority (51%) claims they do not market to Hispanics, reports Orci. In addition, 82% have no plans to begin or expand their Hispanic marketing program. [ED: It has been the experience of EPM Communications that many marketers are skittish about discussing their Hispanic marketing efforts for fear of criticism; most prefer to say they do not market to the group when, in fact, they do, which may have also skewed the results of the Orci survey.]
Despite their aversion to Hispanic marketing:
• 89% of marketers believe they will impact American taste in foods within the coming five years;
• 87% believe that Hispanics will influence fashion and beauty trends;
• 82% expect Hispanics to impact entertainment preferences; and
• 78% think they will have an effect on technology and communication trends. [Marketing/Advertising]
Source: “Hispanic Marketing Trends Survey,” Orci, Hector Orci, Co-Founder and Chairman, 11620 Wilshire Bvld., #600, Los Angeles, CA 90025; 310-444-7300; horci@laagencia.com; www.laagencia.com. Price: Available upon request at no charge.
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