New York Mercury Bendixen 2011

The 2010 Census:The Changing Face of Hispanic AmericaNovember 11, 2011Caribbean Business and New York City Hispanic Chamber of CommerceIntercontinental Hotel San Juan, Puerto Rico

Fernando Ferrer, Co-Chairman

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This is •A High Stakes Public Strategy Firm•Understanding and Anticipating Our Clients Needs• Interpreting Market and Consumer Data and Trends•Helping Our Clients Understand and Successfully

Navigate Their Business and Regulatory Environments

•Connecting Clients to Business Opportunities

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The Changing Face of Hispanic America•Size – growth to one quarter of the population in the

next 20 years•Dispersal – only 4 states that had over 1 million in

1990, now in almost every state•Buying power – will have $2 trillion in buying power

in the next decade

U.S. Hispanic Population

1970 1990 2010 2030*0

102030405060708090

100

9.6

22.4

50.5

85.9

4.79

16.323

Population (in millions)

Percentage

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Source: U.S. Census Bureau

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1990 U.S. Hispanic Population22.4 million

• Over 1 million

• 250,000 – 1,000,000

• 50,000 – 250,000

• 50,000 or less

Source: U.S. Census Bureau

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2010 U.S. Hispanic Population50.5 million

• Over 1 million

• 250,000 – 1,000,000

• 50,000 – 250,000

• 50,000 or less

Source: U.S. Census Bureau

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Hispanic Buying Power in the United States(in trillions of dollars)

2002 2009 2013 2017 2020 $-

$0.50

$1.00

$1.50

$2.00

$2.50

$0.65

$1.04

$1.39

$1.83 $2.10

Source: Global Insight and Univision, 2010

The Emerging Hispanic Middle Class

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•Movement towards upper-middle class – household incomes for Hispanics have shifted up from under $50,000 to well over that amount

•Prone to defend policies promoting access to capital for home-buying and small business, education and employment

•Growth of the new minority – because of the explosion as the new minority, overtaking African Americans in some counties, they are going to need access to government services

•Biculturalism – the new trend moving away from Spanish, but holding onto the Hispanic heritage

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Annual Household Income for Hispanics in the United States2000 vs. 2010

2000 Census 2010 Census0%5%

10%15%20%25%30%35%40%45%50%

36%

31%33%29%

24%28%

7%

12%

<$25,000$25,000-$50,000$50,000-$100,000$100,000+

Source: U.S. Census Bureau

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Annual Household Income for Hispanics in the United States2000 vs. 2010

Under $50,000 $50,000 and over0%

10%

20%

30%

40%

50%

60%

70%

80% 69%

31%

60%

40%2000 Census2010 Census

Source: U.S. Census Bureau

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Annual Household Income for Hispanics in the United States$100,000+

Maryland Virginia Washington DC

New Jersey Connecticut California New York Washington0%

5%

10%

15%

20%

25%

30%25%

23%21%

18%

15% 14% 13% 12%

Source: U.S. Census Bureau

The New Minority

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Population of the United States by Race / Ethnicity1990 vs. 2010

White Anglo African American Hispanic0%

10%

20%

30%

40%

50%

60%

70%

80%76%

12%

5%

64%

12% 16%

1990 Census2010 Census

Source: U.S. Census Bureau

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Population of the United States by Race / Ethnicity1990 vs. 2010

1990 Census 2010 Census

Hispanic African American

White Anglo

Hispanic African American

White Anglo

Florida 12% 13% 73% 23% 15% 58%

Illinois 8% 15% 75% 16% 14% 64%

New Jersey 10% 13% 74% 18% 13% 59%

New York 12% 14% 69% 18% 14% 58%

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Population of the United States by Race / Ethnicity1990 vs. 2010

1990 Census 2010 CensusHispanic African

AmericanWhite Anglo

Hispanic African American

White Anglo

Cook County, IL 14% 26% 57% 24% 24% 44%Will County, IL 6% 11% 82% 16% 11% 67%Atlantic County, NJ 7% 17% 74% 17% 15% 59%Cumberland County, NJ

13% 16% 69% 27% 19% 50%

Union County, NJ 14% 18% 65% 27% 21% 45%Queens County, NY 20% 20% 48% 28% 18% 28%Westchester County, NY

10% 13% 73% 22% 13% 57%

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What does this mean?•Policy implications▫Civil rights▫Services to protect community▫Representation at all levels of decision making

The Bicultural Trend

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Place of Birth for Hispanic PopulationTotal Population

1970 1980 1990 2000 2010 estimate0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 80%71%

64%60%

64%

20%

29%36%

40%36%

US bornForeign born

Source: U.S. Census Bureau

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Place of Birth for Hispanic PopulationAdults

2000 2010 estimate0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

46% 47%54% 53%

US bornForeign born

Source: U.S. Census Bureau

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Ability to Speak English for Hispanic Population

Speak only English Speak only Spanish0%

5%

10%

15%

20%

25%

30%

21%24%25%

21%

20002010 estimate

Source: U.S. Census Bureau

•Every year for the next twenty years, 500,000 Hispanics will turn 18 in the United States.

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Source: U.S. Census Bureau

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Do you relate more to Hispanic culture, do you relate more to American culture, or do you consider yourself bicultural?

19%

15%

66%

Hispanic cultureAmerican cultureBicultural

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In your opinion, does American culture or Hispanic culture give more importance to money and financial gain?

Don't know / No answer

Hispanic culture

American culture

0% 10% 20% 30% 40% 50% 60% 70% 80%

14%

14%

72%

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In your opinion, does American culture or Hispanic culture give more importance to family and personal relationships?

Don't know / No answer

Hispanic culture

American culture

0% 10% 20% 30% 40% 50% 60% 70% 80%

10%

79%

11%

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What does this mean?•Need to market and advertise in a culturally

competent way▫Bicultural targeting▫Challenge for businesses and advertising agencies▫Challenge for businesses and governments procuring

goods and services

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How does Puerto Rico fit in?

2010 U.S. Census - 3.7 million people living in Puerto RicoDown from 3.8 million in 2000By contrast, in the 50 U.S. states and D.C., the population of Puerto Rican-origin Hispanics increased from 3.4 million in 2000 to 4.6 million in 2010