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The Latino Brand is Everything

The Latino Brand is Everything. Sol Trujillo for the Latino Leaders Magazine Luncheon 101 Most Influential Latino Leaders “Breaking Through Frontiers” The Willard Intercontinental Washington, D.C. October 29, 2014. The Rising Importance of America ’ s Large, Growing ,

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The Latino Brand is Everything

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  1. The Latino Brand is Everything Sol Trujillofor the Latino Leaders Magazine Luncheon 101 Most Influential Latino Leaders “Breaking Through Frontiers” The Willard Intercontinental Washington, D.C. October 29, 2014

  2. The Rising Importance of America’s Large, Growing, Youthful, Affluent & Dispersed Latino Population

  3. Hispanics Lead New American Mainstream Hispanic Buying Power growing at the rate of $90 B per year... What Drives Hispanic Buying Power? ($ in billions) Rapid Population Growth Projected Younger Hispanics Now Entering Workforce High Level of Entrepreneurial Activity Strong Work Ethic Increasing Educational Attainment Growing Per Capita Wealth Source: Selig Center for Economic Growth, 2010

  4. The Real Dropout Rate for Latinos Hispanic dropout rate has plummeted over the last 15 years… It is often quoted that 50% of Latinosdrop out of high school but that figure is wildly overstated – and the trend has been improving dramatically Source: U.S. Department of Commerce, U.S. Census Bureau, Current Population Survey (CPS), October1967 through 2012, prepared May 2013

  5. Hispanic College Enrollment Passes Whites 80.0% 70.0% 66.1% 60.0% 49% 45% 35.8% 50.0% 40.0% 30.0% …andcollegeenrollment hasskyrocketed since2006 20.0% 10.0% 0.0% 19931994199519961997199819992000200120022003200420052006200720082009201020112012 White,N-H Black Asian Hispanic Hispanic college enrollment has doubled since 2006 and grown more than 1.5x the rate of Hispanic population growth Source:U.S.CensusBureau,Current Population Survey,1967to2012.Dataforthe“Asian”categoryshown priorto2003consists ofthose identifyingthemselvesas “AsianorPacificIslanders”

  6. US Hispanic Purchasing Power (IMF, 2013) United States ($16.8 Trillion) China ($13.3 Trillion) India($5.0 T) Russia ($2.5 T) Brazil ($2.4 T) US Hispanic ($1.7 T)

  7. US Hispanic Growth Rate Beats BRICs The US Hispanic population is growing faster than all the BRIC countries combined

  8. GDP Per Capita: OECD, BRIC & Hispanics GDP per capita as of 2010 (est.) BRIC Average: $3,927 OECD Average: $34,673 Hispanic Average: $27,162 Source: World Bank, U.S. Census, Selig Center for Economic Growth and LDC Calculations

  9. Growing Wealth is a Magnet Projected Growth byAge Group (2012-2017) Change in Spending at each Age & Stage of Life 31% PeakSpending % 23% 15 14% 11% 9% 5% 3% 2% (1%) 46 - 50 Family (8%) (9%) 50+ 31 - 42 Young Family 22 - 30 Young College Empty 60+ 18 - 22 Nesters Retired Kids Single Married 18-22 23-30 31-42 46-50 50-59 60+ Hispanic Non-Hispanic Source:HarryS.Dent,Jr.,authorofTheGreatCrashAheadandeditor ofBoom&BustandU.S.CensusBureau,ProjectionsoftheNationalPopulation,2012

  10. Hispanics Define the New RichHousehold Growth by Ethnicity (2000-2012) ($150,000 and higher) ($75,000 - $149,999) ($35,000 - $74,999) Source: U.S. Census Bureau

  11. Hispanics are the Future Workforce (in millions) 74% of new workers (19%) Projected 54% of new workers (15%) 36% of new workers (12%) (9%) Source: U.S. Bureau of Labor Statistics, Employment Projections, 2010-20

  12. Still, Challenges Persist Especially in the Leadership Pipeline

  13. 3.7% Fortune 100board seats are held by Hispanics 3.0% Fortune 500 1.5% Fortune 1000 Source: Hispanic Association on Corporate Responsibility 2007 Corporate Governance Study; U.S. News & World Report; Alliance for Board Diversity Report, July 2011

  14. Progress is Slow Despite Room at the Top Source: Federal Reserve, U.S. News and World Report, School websites, Box Office Mojo, Studio websites, The Foundation Center, various Foundation websites, Fortune and The Wall Street Journal

  15. Myths About LatinosWidespread in the Media • Latinos are taking our jobs. • Unauthorized workers are a burden on society. • Unauthorized workers don’t pay taxes. • Latinos are "different" from "regular Americans." • Latino immigrants don't want to learn or speak English. • Latinos succeed in sports and entertainment, but not as entrepreneurs or in business and professional services.

  16. Exposure Occurs in Entertainment and Ads Millions of Weekly Viewer Impressions Avg. Viewers 10,000,000 7,500,000 1,500,000 200,000 Source: Market sizing assumptions based primarily on Nielsen ratings, assuming a three-hour primetime period from Monday – Thursday and approximately 12 viewer impressions per hour. Movies data based on MPAA “Theatrical Statistics for 2011”, U.S./Canada admissions. Network nightly news is assumed to occur for one half-hour on ABC, CBS and NBC only.

  17. Younger generations are far more likely to believe that undocumented workers become tax paying citizens in the long-run. • This difference underscores the change in attitudes towards Latinos over the course of the last 3 generations. Baby Boomers Undocumented immigrants in the long-run become productive citizens and pay their fair share of taxes Undocumented immigrants cost the taxpayers too much by using government services like public education and medical services +11 Generation X +19 Millennials Don’t Know

  18. Familiarity Breeds RespectHaving just a few Latino acquaintances reduces the power of negative attributes Disagreement with Negative Attributes Showing those who “strongly disagree” with top negative attributes about Latinos, Having just a few Latino acquaintances more than doubles the likelihood of disagreeing with the most damaging assertions about Latinos +24 +24 +22

  19. Undocumented Latinos Number Under 20%.But more than one-third of Americans believe, incorrectly, that the number exceeds 40% Only 1 in 5 knows the correct percentage of Latinos who are here illegally.

  20. Conclusion The Brand is Everything. The Latino Brand Has Been Tarnished While Latino Brand Assets Soar. Latinos Must Reframe and Reposition Their Brand. Latinos Must Control Their Brand.

  21. Thank YouSol Trujillowww.soltrujillo.com

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