• We are not a race. We are a mix of races and blood lines from many countries. There are Blacks, Whites and Mestizos, (mix of various generations between bloodlines of natives and Spaniards) So, there is no such thing as a Hispanic race.
• We all have various degrees of bilingualism. Some read, speak and write Spanish and English. Many do not. These different skills are also found within the same household. So, neutral bilingual materials and content make sense for key decisions where several members have a say.
• Tacos or Mariachis do not necessarily appeal to all Hispanics. In fact, such association offends some.
• Millions come from families that were settled in the US hundreds of years ago.
• We tend to be very loyal to brands when these show they really care about our dollars.
• Many have passports and like to travel overseas.
• We spend a lot of our budget in food because we cook at home, so we value flavors, spices, homemade food and well equipped kitchens.
• We celebrate achievement in formal education. However, we need to do better at researching educational scholarships, grants and opportunities.
• Many of us are self employed. We come with a strong entrepreneurial background and spirit.
• We are younger consumers. We need housing, clothing, education, news, entertainment, etc.
• We need to do better at understanding the value of long term planning and getting some types of insurance.
• We need to do better at understanding philanthropy and the beauty of volunteerism.
• Many were abused by predatory loans. Trust in financial institutions was shattered and it needs to genuinely be rebuilt.
• Many live on tight budgets while they send money overseas to help their families in their native countries. There is not only pride and honor in doing it, but there is a need to do so. This translates into less opportunity to save here.
• There is a lack of understanding about the benefits of political participation and how the US legal system works.
