The lack of social, economic and political stability in Latin American countries and the Caribbean has forced many highly educated, professional, affluent, and prominent Hispanics to move their assets to many parts of the world, many selecting the U.S. as their destination of choice. Some families have simply moved to the U.S. while others split their time between their country of origin and the U.S., moving a substantial portion of their assets to the U.S. and other parts of the world.

It is important to understand the Hispanic market. Many Americans view all Hispanics as an undifferentiated population. In reality, if all of Latin America were viewed geographically as a single entity, then each country, although similar in many aspects, also have distinct cultures. As a result, Hispanics in the U.S. share some characteristics but are not a homogenous group. In short, not all hispanics are the same. It is a group of significant size, diverse demographics, cultures, life styles, values, and specific needs.

In order to design and execute advertising, marketing, and social media networks strategies to engage the Hispanic consumer, it is important to distinguish those products and services that will appeal to the majority of Hispanics and those that will appeal only to a specific group. Knowing the customer will drive effective branding, packaging and product introduction.

The Hispanic consumer is not remarkably different from other consumers. Trust is important in their decision making. In order to earn their business and loyalty, Hispanics must feel trust in the relationship. Hispanics believe in long-term relationships and are more likely to remain loyal to a brand or an organization longer than most consumers.