In two recent Pew Hispanic Center articles, it has come to my attention that the hispanic population in the US represents an even more powerful political force than previously thought. This political power however, is not yet being fully realized.
According to the Census Bureau, 50.5 million Hispanics were counted by the 2010 Census, which is 16.3% of the nation’s population. However, less than 7% of voters in the mid-term elections were latino. This gap is driven by the relative youth of the latino community (34.9% are younger than the voting age of 18) as well as weak voter motivation. As it turns out, weak voter motivation is at least partially driven by youth as well.
This rapidly increasing segment of the population will be of voting age within the next 5-10 years and it is imperative that it play an active role in the future of US policy making. Active communication to this vital demographic, on the part of hispanic marketers, is just one of the many ways that this community can be further brought into the fold. The political power wielded by this group is going to be a force to be reckoned within the years to come.
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