Page 12 - Latino Boom II

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l a t i n o b o o m I I
you have the Baby Boom Generation (four-fifths of whom are white)
that is massively moving into retirement after having recently suffered
one of the worst economic downturns in their lives. Below the surface
of these two demographic shifts are undeniable racial and cultural ten-
sions that, according to William Frey, a demographer at the Brookings
Institution, have already formed a “cultural generational gap” that will
“rattle American politics for decades,” because the attitudes, needs, and
priorities of each group seem to be diametrically opposed in terms of
policy choices.
During the 2012 presidential elections, we saw how this cultural gen-
erational gap has started to affect the political discourse. But if you look
closely, this cultural generational gap has been fueling the so-called
culture wars Americans have been living over the past decade, the vic-
tims of which have often been women, gays, and now immigrants. But
now this cultural generational gap is coming to a head, and as Ronald
Brownstein wrote a few years ago in the
National Journal
, “the twist
is that graying white voters who are skeptical of public spending may
have more in common with the young minorities clamoring for it than
either side now recognizes. Today’s minority students will represent an
increasing share of tomorrow’s workforce and thus pay more of the pay-
roll taxes that will be required to fund Social Security and Medicare
benefits for the mostly white Baby Boomers.”
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This is not a political book, but as Washington discovered in 2012,
Latinos are no longer a constituency they can continue to ignore. Like-
wise, business leaders need to understand that the Latino community
is the business opportunity they must start focusing on if they are look-
ing for growth for their companies. The goal of this book is to help put
in perspective the positive impact the growing Latino population will
have on the future of America. Beyond the census numbers, there is a
lot of cultural context and information that one needs to understand in
order to
win
with the Hispanic consumer, and this book sets out to help
you do just that. This book does contain a lot of charts and data that
can help anyone start a project with the Hispanic community in mind.
From business to politics to marketing, Latinos are the most sought