- Author: nbcnews.com by Suzanne Gamboa
In the next presidential election, 32 million Hispanics will be eligible to vote, just slightly more than the 30 million voters who are black.
For the first time, Hispanics are on track to be the largest racial or ethnic group to be eligible to vote in a presidential election, according to data on the 2020 electorate released Wednesday by the Pew Research Center.
By 2020, 32 million Hispanics will be eligible to vote, just slightly more than the 30 million voters who are black. For Asians, the population is expected to be about 11 million, more than double what it was in 2000.
According to Pew, Hispanics are projected to be about 13.3 percent of the electorate in 2020, which would make them the largest racial or ethnic minority of the electorate for the first time. In 2016, Hispanics were 11.9 percent of the electorate; African-Americans were 12.5 percent and are projected to remain the same in 2020.
Voters who are of Asian descent are projected to be about 4.7 percent of the electorate.
White voters will continue to make up the largest share of the electorate, 66.7 percent, but the Latino and Asian growth mean that in 2020 about a third of eligible voters will be nonwhite.
Immigration is playing a role, although it is a small one. One-in-10 eligible voters will be foreign-born in 2020, the highest share since 1970.
The share that is eligible to vote does not necessarily transfer to turnout. In recent elections, black voters were “substantially more likely” than Hispanics to vote, Pew stated.
The number of Latinos who don't vote, in fact, has been greater than the number who do in every presidential election since 1996, according to Pew.
Also projected for 2020:
- One-in-10 eligible voters will be members of Generation Z, the generation younger than millennials, who will be 18 to 23 next year.
- Nearly a quarter, 23 percent of the electorate, will be 65 and older, the highest share since the Baby Boom.
- The millennial share of the electorate is increasing because of foreign-born millennials who are naturalizing to become citizens, but they will account for a slightly smaller share of the electorate than in 2016.
Source: Published originally on nbcnews.com, Latinos on track to be largest share of nonwhite voters in 2020, Pew says, by Suzanne Gamboa, January 30th, 2019.
- Author: Craig Witt, Media post Columnist
This is a very important question that each business must answer in order to reach the highly sought-after B2B market. The answer is more complicated than you think.
Nuanced Expectations for B2B Customers
Because Hispanic millennials in the U.S. use both English and Spanish, marketers often recommend using Spanglish to reach them. However, this marketing is often targeted to retail consumers, not business buyers, and B2B communication is vastly different.
Companies are still experimenting with different strategies to reach Hispanic businesses in the B2B marketplace, but there is one lesson they have already learned: Hispanic business owners value professionalism just as much as any other business owner. That means that Spanglish, a very laid back and informal mashup of languages, may be inappropriate when communicating with B2B customers.
Your translated content needs to educate B2B customers on how your products and services can help them and how you can provide what they need, and it needs to do so clearly and succinctly. Casual language, especially hybrid lingo like Spanglish, can compromise the authenticity, integrity and trust that's so important to a B2B buyer.
Should Spanglish Ever Be Used in B2B Marketing?
There are times when a more casual tone can work in business marketing, but the important thing is to discern carefully when it's useful and appropriate.
If you have products or services that are targeted to young Hispanics — specifically millennials who grew up entirely in the United States — then Spanglish may be an approachable way to communicate with these audiences. Similarly, if you know that some of your users already strongly prefer Spanglish, you should continue to communicate with them in this way.
However, there are two important downsides to consider when using Spanglish for the B2B market:
1. Hispanics who were educated outside the U.S. may not be as adept at speaking Spanglish as those who were brought up there.
2. People whose first language is Spanish may not feel comfortable speaking Spanglish, so marketing in Spanglish can cause an immediate disconnect with these buyers. In fact, 34.2% of the U.S. Hispanic population is foreign-born, according to data from the most recent U.S. Census. That means Spanish is likely their first and most-preferred language.
Understanding Your B2B Customers and Their Language Preferences
Before you decide how to market to Hispanic B2B customers, you first need to understand who they are and how they prefer to communicate.
For the most part, decisions at Hispanic-owned companies aren't made by a single person; instead, they're often made by a team of people who speak varying combinations of English, Spanish, or Spanglish. Many of these decision-makers are upper-level managers who tend to be older and more conservative who view Spanglish as too relaxed for the workplace.
Providing information in both English and Spanish is a safe, professional approach that can ensure your content reaches every customer, no matter their preferred language. And you'll never have to wonder whether a too-casual Spanglish experience is turning off prospects and customers.
Source: Published originally on mediapost.com, Is 'Spanglish' The Right Way To Reach The U.S. Hispanic B2B Market? Maybe Not, by Craig Witt, May 3rd, 2018.
- Author: Lisa M. Rawleigh
Among some of the findings:
Traditional Hispanic/Spanish and American Foods
- More than 8 out of 10 adult Hispanic Millennials enjoy eating traditional Hispanic/Spanish food.
- A slightly smaller majority – 7 out of 10 – enjoy eating traditional American food.
- Close to half (48%) buy more Hispanic/Spanish foods and products than American.
Cooking and Food Preparation
Compared with non-Hispanic Millennials, Hispanic Millennials like cooking more and have more of a tendency to use fresh ingredients. Foreign-born and US-born Hispanics enjoy cooking, though US-born Hispanics are developing more of a taste for ready-to-eat foods.
- Hispanics are slightly more likely than non-Hispanics to really enjoy cooking.
- Compared with non-Hispanics, Hispanics are more likely to look for the freshest ingredients when they cook.
- Hispanics are more likely than non-Hispanics to look for organic or natural foods when shopping.
- Hispanics are far less likely than non-Hispanics to say simple, easy-to-prepare foods are their favorites (41% Hispanic, 52% non-Hispanic).
- Overall, Hispanics are less likely than non-Hispanics to eat prepared foods. Hispanics are much less likely to eat store-made, pre-cooked meals (20% Hispanic, 29% non-Hispanic).
- Hispanics are also less likely than non-Hispanics to say they don’t have time to prepare and eat healthy meals (26% Hispanic, 32% non-Hispanic).
- Overall, Hispanics 18-29 are more likely to report an interest in nutrition and dieting. Hispanics 25-29 are more likely than 18-24s to focus on nutrition and health, while the 18-24 segment has a slightly higher tendency to diet to lose weight. Foreign-born Hispanics are generally more likely than US-born to report making choices based on health and dieting -- but when it comes to purchase behavior they are as likely or more to buy full-fat dairy products, pre-sweetened cereals, and non-diet cola.
- Hispanics 18-29 are more likely than non-Hispanics to say that nutritional value is the most important factor in what foods they eat.
- Hispanics 25-29 are more likely than 18-24s to say they're trying to eat healthier foods these days.
Hispanics are far more likely than non-Hispanics to purchase full-fat yogurt and smoothies. For pre-sweetened cold cereals, Hispanics also lead non-Hispanics, though US-born are more likely to purchase these.
Source: Insight Tr3s, Hispanic Millennials: How They Feel About Traditional Foods and Cooking, based on Experian Simmons, Winter 2012 NHCS Adult Survey 12-month, September 5, 2012.