National Hispanic Heritage Month

September 15, 2016

By Bill Duggan, Group EVP, ANA

National Hispanic Heritage Month runs September 15 through October 15. National Hispanic Heritage Month recognizes the contributions made and important presence of Hispanic Americans to the United States and celebrates their heritage and culture. Some “fun facts” from the National Hispanic Heritage Month website:

  • 55 million. The Hispanic population of the United States as of July 1, 2014, making people of Hispanic origin the nation's largest ethnic or race minority. Hispanics constituted 17 percent of the nation's total population.
  • 35.3 million. The number of Hispanics counted during the 2000 Census.
  • 119 million. The projected Hispanic population of the United States in 2060. According to this projection, the Hispanic population will constitute 29 percent of the nation's population by that date.
  • 64%. The percentage of Hispanic-origin people in the United States who were of Mexican background in 2013. Another 9.5 percent were Puerto Rican, 3.7 percent Cuban, 3.7 percent Salvadoran, 3.3 percent Dominican and 2.4 percent Guatemalan.
  • 15 million. The Hispanic population of California, the largest Hispanic population of any state. 
  • 4.9 million. The Hispanic population of Los Angeles County.

Hispanics are an increasingly important consumer segment for marketers, who are constantly finding new and creative ways to reach this audience authentically. Every year at the ANA Multicultural Marketing & Diversity Conference, we hear how some of the world’s top brands are making this connection with this audience. This year’s event, which will be held October 9–11 in Los Angeles will be no exception and will feature some great Hispanic marketing case studies:

  • Target has moved beyond rigid segmentation and is using Latinos as the “creative muse” in many of its broader campaigns.
  • At Nestlé, marketing to Hispanics has become vital to many larger brands and, in some cases, leads the marketing communications.
  • Chivas Regal partnered with Maná, the biggest Latin rock band in the world, to leverage the key Hispanic passion point of music, while bringing to life the shared core values of success and generosity. 

Happy National Hispanic Heritage Month and see you at the ANA Multicultural Marketing & Diversity Conference in LA.


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