April 2004 April 1, 2004 Largest Latino markets; brand loyalty; outside the workday; safety and profits News Latino buying power in the U.S. is already larger than the entire economies of all but 11 countries in the world.  The states with the largest Latino markets in 2002 were California, Texas, Florida, New York, Illinois, New Jersey, Arizona, Colorado, Georgia, and New Mexico according to the University of Georgia’s Selig Center. Tips For companies thinking of entering the Latino market, it is important to know that Latinos spend more on: groceries, telephone services, furniture, men’s and boys’ apparel, children’s clothing, and footwear.  Latinos are generally brand loyal. Notes It is wise for companies who have Latino employees to understand what their lives are like outside of the workday.  For example, the lack of credit history in the U.S. is a barrier to Latino home ownership, as are insufficient English language skills and lack of knowledge about home buying. Help Offering English classes to employees not only helps them integrate into the community thus increasing retention of valued employees, but also increases understanding among all employees on the job.  Communicating well impacts safety, as well as profits!

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