Beyond DEI: As Hispanics move from minority to mainstream, brands need to seize the culture – and audience

Looks at how the growing number of Hispanics in the US makes this demographic an increasingly mainstream one.

This article is part of the December 2021 Spotlight US series, "DEI in marketing: How it's progressing – and how it isn't.” Read more

According to the Pew Research Center and the US Census Bureau, the Hispanic population in the US reached 62.1 million in 2020, up from 50.5 million in 2010. That 23% increase in growth means the Hispanic population has outpaced the nation’s growth rate of 7% and makes Hispanics – as of 2020 – nearly one out of, that number will be nearly one-in-three. In California, , with their numbers growing as the number of whites decreases, reflecting. (The overall Asian population in the US, while smaller, grew at an even faster rate, of 36%.)