If The Name Fits...

Latino America

The United States is the fifth-largest Latino nation in the world with 31.1 million residents. In 2009, Hispanics are expected to surpass African Americans as the largest U.S. minority group.

All the more reason to pay attention to the Latino America cluster, which, as 1.3 percent of the nation, is comprised of younger Latino middle-class families. Usually found in metropolitan areas like Los Angeles, New York City and Chicago, money can be tight. Leisure time is important; nightlife is bustling, though often dangerous. One resident with whom author Michael J. Weiss spoke says Latino America is "an immigrant gateway community," with families building a better life for themselves and their relatives.

  • With a median income of $30,000, these large, young families (under age 34), live in predominantly Latino households, are high school graduates (10 percent have graduated college), and work at blue-collar and service jobs.
  • Voting booth: Although voting rates aren't high, community involvement is. Often liberal Democrats, they voted for Clinton and are concerned with gun control, public-education funding and defusing racial tensions.
  • Reading material:Baby Talk (384), Cosmopolitan (228), Muscle & Fitness (188)
  • Watching and listening: Spanish radio (992), All My Children (333), Late Night With Conan O'Brien (298)
  • Eating and drinking: avocados (230), tequila (204), canned ham (140)
  • Driving: Kias (238), GMC Safaris (180), Toyota N81 pickups (151)

Source: The Clustered World: How We Live, What We Buy, and What It All Means About Who We Are (Little, Brown and Company) by Michael J. Weiss

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This article was originally published in the March 2000 print edition of Entrepreneur with the headline: If The Name Fits....

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