Posts Tagged: speakers
UC Davis Entomology/Nematology Seminars: What a Wealth of Information
So, you're sheltering in place and thinking about honey bees, bumble bees, monarchs and assorted...
A yellow-faced bumble bee, Bombus vosnesenskii, nectaring on a spiked floral purple plant, Salvia indigo spires in Sonoma. (Photo by Kathy Keatley Garvey)
A monarch butterfly nectaring on a Mexican sunflower (Tithonia) in Vacaville, Calif. (Photo by Kathy Keatley Garvey)
A black widow spider with two egg sacs. Image taken in Vacaville, Calif. (Photo by Kathy Keatley Garvey)
Department's Fall Quarter Seminars Announced
(Update: The seminars are now uploaded for public viewing. See links.) The UC Davis Department of...
Honey bees will be among the topics of the UC Davis Department of Entomology and Nematology's fall quarter seminars. (Photo by Kathy Keatley Garvey)
What is the future of Spanish in the United States?
As Spanish use has grown, driven primarily by Hispanic immigration and population growth, it has become a part of many aspects of life in the U.S. For example, Spanish is spoken by more non-Hispanics in U.S. homes than any other non-English language and Spanish language television networks frequently beat their English counterparts in television ratings.
But what's the future of Spanish?
According to a 2011 paper by U.S. Census Bureau Demographers Jennifer Ortman and Hyon B. Shin, the number of Spanish speakers is projected to rise through 2020 to anywhere between 39 million and 43 million, depending on the assumption one makes about immigration. Most of these Spanish speakers will be Hispanic, with Ortman and Shin projecting between 37.5 million and 41 million Hispanic Spanish speakers by 2020.
Ortman and Shin provide two other projections, both of which highlight the changing demographics of the nation's Hispanic population and the rising importance of U.S. births rather than the arrival of new immigrants to Hispanic population growth.
As the share of Hispanics who speak Spanish falls, the share that speaks only English at home is expected to rise. About a third (34%) of Hispanics will speak only English at home by 2020, up from 25% in 2010, according to Ortman and Shin.
The story of the Spanish language in the U.S. is still unfolding. Whether it follows the same pattern of decline in use as other non-English languages, such as Italian, German or Polish, remains to be seen. (The number of Italian, German and Polish speakers in the U.S. declined 55.2%, 32.7% and 25.9% between 1980 and 2010, even though the number of Americans who trace their ancestry to Germany, Poland or Italy grew over the same period.)
Nonetheless, the path that Spanish takes could be different. A 2012 Pew Research Hispanic Trends Project report showed 95% of Hispanic adults—including those born in the U.S.—said it is important that future generations of Hispanic speak Spanish. And today's young Hispanics are more likely than their parents to say they hear messages about the importance of speaking Spanish. But among Hispanics, use of English when consuming news media, television entertainment, music or speaking it is on the rise.
Source: Published originally on pewresearch.org, What is the future of Spanish in the United States? by Mark Hugo Lopez and Ana Gonzalez-Barrera, September 5th, 2013.
Intriguing Topic: Social Evolution in Social Insects
Intriguing topic: social evolution in social insects... The UC Davis Department of Entomology and...
A close encounter between a honey bee and a velvety tree ant (Liometopum occidentale) on a lavender blossom; both are social insects. (Photo by Kathy Keatley Garvey)
Is The U.S. Hispanic Market A Growth Market?
While the market definition has generally expanded during the last 10-15 years to include native-born second- and third-generation Hispanics, the “core” Hispanic market has been characterized by the unacculturated and partially acculturated Latin American immigrants who have represented separate and distinct market opportunities for companies to reach and sell to. The defining characteristic of this market has been the growth and use of Spanish language media and advertising, predominantly consumed by this “core” Spanish-speaking immigrant consumer.
Over the last 30 years, the Hispanic market has exploded, growing from 14.8 million in 1980 to 55 million in 2014, according to Pew Research, but 55% of that growth was driven by immigration in the 1980s and '90s that exceeded U.S. births. However, around 2004, immigration into the U.S. by Hispanics started a steady decline. In 2016, only 28% of the roughly 1 million annual immigrants into the U.S. were Hispanic. Starting in 2010, Asian immigration started to outpace Hispanic immigration.
Looking ahead, the percentage of Hispanic immigration is forecast to decrease steadily to 26% and potentially drop down below 25% by 2020, Pew found. This could trend even farther downward considering the current political environment in the United States.
So, while new Hispanic immigration into the U.S. is still forecast to top 250,000 per year, another trend, reverse immigration, primarily among Mexicans returning from the U.S., is forecast to continue at levels of approximately 200,000 per year. The result is that net Hispanic immigration into the U.S. will be anemic at best, with growth rates of less than 0.4% per year or less than 80,000 per year. This is not a growth market.
While geopolitical and economic factors may change this trend, the next five years look bleak for “core” Hispanic market population growth in sharp contrast to the go-go '80s and '90s when the market grew rapidly.
Overall, the U.S. Hispanic population is forecast to grow, but that growth will come primarily from U.S. births. Which leads to a critical question: Is this U.S.-born Hispanic market a separate and distinct market from the foreign-born immigrant Hispanic market? This question goes to the heart of the future of Hispanic marketing. I would argue that this U.S.-born, acculturated Hispanic is separate and distinct and the strategies and tactics that worked for marketing to immigrant Hispanics the last 30 years will not work for native Hispanics.
The numbers paint a very clear picture: there are two Hispanic markets — one that is stagnant and aging and one that is growing and getting younger. As I've argued numerous times over the years, the old way of Hispanic marketing is becoming irrelevant. A new way forward is required to address this new vibrant market. A new Hispanic market requires a new approach to Hispanic marketing.
Source: Published originally on mediapost.com as Is The U.S. Hispanic Market A Growth Market? by Jose Villa, May 25, 2017.
Immigrants arriving in the US