The Latino population of the United States is growing at a rate that will make Latinos the largest ethnic group in the nation by 2125.

DIVERSITY MATTERS
A Special Report

Exploring efforts to build a culture of inclusion that reflects our community.

• Strengthening diversity adds multiple perspectives to corporate issues
• Experience guides diversity officer's efforts to go beyond traditional programs
• City's outreach efforts build for the future
• Multicultural Arts Initiative's new director broadens perspectives
• Commentary: Benefits of diversity outweigh the fears it evokes
• Understanding is key to marketing to different demographics
• Bridging generation gaps brings more folks into the fold
• State forced to confront growing Latino population
• White men are often missing from discussions about diversity (with video)
• Commentary: Companies benefit by developing more inclusive work environments

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Drawing on U.S. Census Bureau data, Norman Bristol Colon , executive director of the Governor's Advisory Commission on Latino Affairs, told his audience at the Pennsylvania Business Diversity Works Conference that between 1970 and 2002, the Latino population grew from 5 percent to 13.5 percent of the nation. By 2125, Latinos will account for 35 percent of the population.

In Eastern Pennsylvania, especially the region known as the "222 corridor," where state highway 222 runs from Lancaster to Allentown/Bethlehem, it won't take that long. The Bureau says the region already has a Latino population of 550,000, and "we know that the numbers are much higher," Mr. Bristol Colon said, estimating that the actual number is 700,000 and that it will reach 1 million within five years.

Already, the student population in Bethlehem's public schools is 30 percent Latino; in Lancaster, 55 percent; and in Reading, 84 percent.

"In business, it's all about projections," he said, and projections based on those cities' school population show that Pennsylvania businesses must learn to market to the Latino market.

"We can no longer ignore the strong presence of Latinos, not only in major cities, but in the commonwealth [as a whole]," he said.

Unfortunately, that presence is now being acknowledged in a way that is "my greatest shame," he said. "We have more anti-imigration bills in Pennsylvania than in any other state in the Union."

While legislators debate these bills, however, businesses have the challenge of marketing to Latinos.

Adrian Garcia, specialty marketing manager for Advance Auto Parts, suggested two specific strategies for doing that.

In accordance with Mr. Bristol Colon's observation that "there are some things that bring us back together, and one of those things is the Spanish language," Mr. Garcia suggested that businesses have bilingual personnel on staff to serve Latino customers. He also suggested the creation of marketing materials in Spanish.

But the creation of those materials must go beyond merely translating items created for an Anglo audience, Mr. Garcia said. The key to being truly effective in reaching the Latino audience, he said, lies in the proverb, "Smell the soup, taste the soup." In other words, market to the culture.

For instance, he said, marketing to Latinos should emphasize quality over price.

"Don't price-point a Latino … we'll pay for the service." Deliver the quality they seek, and Latinos will be loyal to your brand.

One of the strongest aspects of Latino culture, he said, is the importance of family. If a Latino has a car that doesn't go, or experiences other disappointments in quality of service, "you're not going to see them again, or members of their immediate family, or of their extended family."

A lively question-and-answer session surfaced concerns far beyond those of simply selling things to new categories of customers.

One participant asked how an organization can retain qualified Latino employees.

"Offer opportunity," Mr. Garcia said. Latinos want to work for "companies that reflect diversity from the top down."

He also advised partnering with Latino community organizations, a theme that was repeated several times during the seminar.

"If you really want to get to a Latino community, faith-based is a great connection," he said.

Another audience member asked about the place of Latinos in the world of high-tech.

That place, so far, is small: Mr. Bristol Colon said only 10 percent of Latinos have a college degree, adding, "This is a crisis for us."

Mr. Garcia suggested that tech companies provide training for young Latinos to prepare them for high-tech work -- again, in partnership with community organizations.

Mr. Bristol Colon agreed, with this cultural reminder: "If you are recruiting a Latino kid, it's not about him. You have to recruit the entire family."