A Recent article in Mediapost highlights an unsurprising conclusion: “Marketing efforts targeting Hispanics are correlated with overall revenue growth for consumer packaged-goods companies.” In a related article in [Hispanic Retail 360, Bain Massey of P&G added some impressive economic and demographic data to support this conclusion: “Hispanic consumers are essential for P&G’s business as U.S. Hispanics are leading U.S. population growth, with 40 percent growth vs. 10 percent growth of the total U.S. population. In addition, U.S. Hispanic buying power will rise from $1 trillion in 2010 to $1.5 trillion in 2015.”

Marketers should be heartened by these conclusions, and continue to work with their agency partners to get advertisers to commit representative shares of their Ad Spends to Hispanic initiatives. Current Hispanic buying power is estimated at $1.2 trillion, and 2015 is just around the corner.