business
A W inning S trategy
to Succeed in Marketing to Houston
H ispanics and
L atin A merica
Written by: Victor Escalante
If you want to do business with Hispanics in America, Houston can be an
excellent test market to penetrate this fast growing demographic.
According to Nielsen Company, a market research firm, Hispanics
in 2015 had a purchasing power of 1.3 trillion dollars.
To put that in perspective, if Hispanics in America were a country,
their GDP would be bigger than Australia or Spain.
The report points to the potential for
marketers to factor Hispanics in their
long term market mix as Hispanics
are projected to represent 65% of
the population growth for the next
45 years. Hispanics are the youngest
major racial/ethnic group with a me-
dian age of 28 compared to whites at
age 43 and their income and educa-
tion levels have been steadily rising.
36 iF Magazine | April 2017
According to the U.S. Census, locally
in Harris County, Hispanics make up
1.73 million trailing only Los Ange-
les with 4.76 as the second largest
county with the greatest number of
Hispanics. Houston now boasts be-
ing the most diverse city in Amer-
ica. For multinational companies,
Hispanics in Houston are predomi-
nantly descendents from Mexico and
Latin America. The Metropolis has
consulates from 20 Latin American
Countries and a sister city from Tam-
pico Mexico and Huelva Spain.
Houston can be your portal to export
to Latin America or import to distrib-
ute to Hispanic Americans. The Port
of Houston (TPH) and all the other
logistics support makes Houston an