In case you think that Latinos don’t constitute the higher echelons of the pay scale, here is a list of companies whose highest paid employees include significant numbers of Latinos.

Top 10 Companies for Highest Salaries for Hispanics

1. Ryder System, Inc.
2. PNM Resources
3. McDonald’s Corporation
4. Hyatt Hotels Corp.
5. American Airlines
6. Colgate-Palmolive Company
7. Southern California Edison
8. CSX Corporation
9. Rohm & Haas Company
10. PepsiCo. Inc.

Source: Hispanic Business

Depending on where the person is from, you’ll hear different answers.

“Hispanic”, the Texan may say.

“I don’t trust anything with the word ‘panic’ in it” jokes Chicano actor and comic George Lopez.

“Latino” says the Californian.’

“Latin”, says the New Yurican.

Here are some tips so you don’t come across as a burro in front of your Latino/Hispanic clients.

1. How about asking?

For the most part, you just need to ask people how they prefer to call themselves. You don’t want to organize a Hispanic Celebration as part of a PR campaign only to discover that your target audience despises the word “Hispanic”.

2. Honor the Whole, Honor the Individual

At times, there is power in numbers. Being part of a Latino coalition feels much more inclusive than standing alone. But don’t forget that each person identifying as Latino or Hispanic also connects back to a country of origin.

3. “How Many Types of Mexican Are There?”

A recent visitor asked me if I could take her somewhere “Spanish”. In my mind I’m thinking flamenco dancers and Andre Segovia, but actually what she meant was Mexican. I’m sure in her mind she equated the two on linguistic terms, but I’m no expert on Spanish culture. But Mexican? Sure, bring it on!

You also have people who cram every Latino into the group “Mexican” whether they are or not. Believe it or not, not every Spanish speaking person (or of that descent) is Mexican, just as not every Asian person is Chinese.

4. When in Doubt, Ask a Mexican

Gustavo Arrellano, a gifted writer and syndicated columnist, humorously addresses the curiosity (and let’s say it: ignorance) that many Americans have about Latinos, especially recently arrived immigrants. Reading his column, Ask A Mexican,  will shed light on the topic and open the lid on many taboo subjects.

While diversity within this group is enormous, it’s also important to keep an eye on the developments of Latinos as a whole. Latino owned businesses are increasing faster than any other demographic group, particularly those owned by women.

Read this quick summary about Hispanic Women Business owners to get more information.

Don’t forget that the Latino market is economically diverse and comprised of people who may want to do business with you.

A recent report on www.HispanicBusiness.com outlines population stats from the US Census Bureau.

About 1
. . . of every two people added to the nation’s population between July 1,2006, and July 1, 2007, was Hispanic. There were 1.4 million Hispanics
added to the population during the period.
Source:Population Estimates 1

3.3%
Percentage increase in the Hispanic population between July 1, 2006, and July 1, 2007, making Hispanics the fastest-growing minority group.
Source:Population Estimates 1

132.8 million
The projected Hispanic population of the United States on July 1, 2050. According to this projection, Hispanics will constitute 30 percent of the nation’s population by that date.
Source:Population Projections

Read more on that here.

Of course I’ll put my own special Viva Visibility twist on most of it.

So today, I want to remind you WHY YOU NEED TO CARE about this topic.

1. Latinos living in the US aren’t part of some new post-NAFTA phenomenon. Prior to 1848, the majority of the Western US was part of Mexico. Descendants of Mexican and Spanish settlers still live here and are still connected to their roots. Many indigenous people of the Southwest and California speak Spanish, or have connections to Hispanic culture. A sector of the market called the English dominant Latino (that would be someone like me) is fascinating niche advertisers, media outlets, and marketers. 

2. The Hispanic Population is growing. Right now there are 45.5 million people in the US who identify as Latino/Hispanic.

3. There is no single Latino/Hispanic identity. When colonialism enters the mix, it’s hard to attach labels. Everyone from the government to Madison Avenue really wishes all of us who have Spanish speakers in our family tree would simply join together under 1 big flour tortilla and make life easy for them. But it’s not that easy. The pan-Latino identity consists of people from Indigenous, African, European, Asian, and every combination in between. A South American of European descent (and appearance) has a different story to tell than an indigenous person from Guatemala. It’s important for everyone to understand that, whether it’s in business relations or in life.

4. Latino and Hispanic can be used interchangeably. For non-Latinos, the whole “What do I call them?” question arises. In certain areas of the country, people have preferences. Here in California where I’m from, most of us aren’t crazy about Hispanic. In Texas they say “Hispanic” a lot, in New Mexico they say “Hispano”, and you’ll find a lot of folks in New York say “Latin”.

The rise in popularity of Gustavo Arrellano’s “Ask a Mexican” syndicated column give tangible proof that the “mainstream” population is really trying to figure out, in this case, Mexicans. Arrellano, the son of Mexican immigrants, sheds light on the super idiotic questions and stereotypes that come up about recently arrived immigrants, primarily Mexicans.

However you approach the subject, enlighten yourself on the accomplishments and achievements of Latinos and extend it beyond just the 30 days of Hispanic Heritage Month.

It was controversial within Latino circles (“What are you, a sellout?”) from the get go. Like it or not, most marketing to the Latino market tends to emphasize easy credit, Super Saturday Sales at K-Mart and the like. Tu Ciudad addressed integrating being Latino while  being a hip Southern Californian. You just don’t find niches like that anywhere! Although they emphasize “upscale” in their descriptions,  Latino Cultural Creatives (whether monied or not) definitely related to its content.

Tu Ciudad couldn’t sustain itself, as referenced in a letter sent out by publisher Jaime Gamboa in June. They have now been absorbed into Los Angeles magazine and all Tu Ciudad subscribers wondering why they’re suddenly getting LA mag are receiving letters explaining the demise.

Maybe it was an idea before its time, or maybe the magazine business is just a damn hard one to survive in. Lack of advertising revenues mentioned could be the result of many factors such as a poor sales staff. Regardless, Tu Ciudad shed light on a shifting demographic that will only continue to shape the face of the U.S.

Here’s a look at Tu Ciudad’s media kit for insights into the Latino market it served.

Here’s how the big wigs at the parent company broke the news to the employees