NIELSEN: Upscale Latinos and America’s New Baby Boomersby Dee Dee Garcia Blase on Jul. 10, 2013, under Cultura, Culture
Nielsen is known for studying consumers in more than 100 countries and giving a view of trends and habits worldwide. Here is what they say about upscale Latinos and new baby boomers:
Hispanics are steadily helping shape the landscape of America’s economy and have become a game changer for marketers. But within this broad demographic lies a powerful core segment that accounts for 37 percent of the group’s total spending power—and this spending power is increasing.
According to Nielsen and the Association of Hispanic Advertising Agencies (AHAA), this viable and sophisticated market of upscale Latinos lives in a world of cultural duality, and provides lifetime value and upside opportunities for many high-end and luxury brands. Defined as Hispanic households earning $50K-$100K in annual income, upscale Latinos are the most influential segment since the baby boomers and will drive shifts in category consideration, purchasing behavior and brand relationship.