Developing the & Connecting with The Growing Hispanic Population as Golfers

Hispanic and/or Latino is an US population segment defined not necessarily or exclusively by language, but more so as ethnic and geographical origin and ancestry, specific to Spanish and Portuguese speaking Latin American and Iberic-European countries, in all, more than 20 different countries, each one with many particularities and all with common traits. This diverse background has a number of cultural, language, economical, acculturation and assimilation implication and particularities, which make the marketing aspects of it as a segment even more intricate and complicated than the general US population. This is a 50.5 million population segment, 17.2 million younger than 18, that had a 43% growth in the last 10 years, representing today one of every six people and one in four children in the USA, accounting for more than half the growth in this nation over the last decade with a growing purchasing power of $1 trillion in 2010. “It’s truly a demographic revolution … and it’s already having enormous impact economically and politically.” Jorge Ramos, “Noticiero Univision,” As so, smart business looking to gain or maintain growth opportunities are addressing this population and economic phenomenon with particular focus in developing understanding, knowledge and expertise to better reach and cater this ever more important market segment. There is awareness in the golf industry and some incipient actions, but to my knowledge there is not a real and serious focus, all this while the golf clientele base keeps on shrinking. I am trying to find to bring the spotlight on to the topic, find-out who and how is already working with this, and identify needs and opportunities to assist the industry to take advantage of the great opportunity, that, if not now, very soon, be the key to continue and thrive in business.

-- OctavioJacobo - 31 May 2011

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