the Powerpoint Slides

Report
The Latino Brand
is Everything
Sol Trujillo for the
Latino Leaders Magazine Luncheon
101 Most Influential Latino Leaders
“Breaking Through Frontiers”
The Willard Intercontinental
Washington, D.C.
October 29, 2014
The Rising Importance of
America’s Large, Growing,
Youthful, Affluent & Dispersed
Latino Population
Hispanics Lead New American Mainstream
What Drives Hispanic Buying Power?
Hispanic Buying Power growing at the
rate of $90 B per year...
($ in billions)
$1,600
$1.7 T
Rapid Population Growth
$1,400
Younger Hispanics
Now Entering Workforce
High Level of Entrepreneurial Activity
Strong Work Ethic
Increasing Educational Attainment
Growing Per Capita Wealth
Projected
$1,200
$1.1 T
$1,000
$800
$600
$499 B
$400
$210 B
$200
$1990
Source: Selig Center for Economic Growth, 2010
2000
2010
2015
The Real Dropout Rate for Latinos
50.0%
40.0%
Hispanic dropout rate has plummeted over the
last 15 years…
30.0%
30 %
20.0%
12 %
10.0%
6.6%
0.0%
All
Hispanic
It is often quoted that 50% of Latinos drop out of high school but that figure is wildly overstated – and the trend has been improving dramatically
Source: U.S. Department of Commerce, U.S. Census Bureau, Current Population Survey (CPS), October 1967 through 2012, prepared May 2013
Hispanic College Enrollment Passes Whites
80.0%
70.0%
66.1%
60.0%
49%
50.0%
35.8%
45%
40.0%
30.0%
…and college enrollment has skyrocketed since 2006
20.0%
10.0%
0.0%
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
White, N-H
Black
Asian
Hispanic
Hispanic college enrollment has doubled since 2006 and grown more than 1.5x the rate of Hispanic population growth
Source: U.S. Census Bureau, Current Population Survey,1967 to 2012. Data for the “Asian” category shown prior to 2003 consists of those identifying themselves as
“Asian or Pacific Islanders”
US Hispanic Purchasing Power
(IMF, 2013)
United States
($16.8 Trillion)
China
($13.3 Trillion)
India
($5.0 T)
Russia
($2.5 T)
Brazil
US
Hispanic
($2.4 T)
($1.7 T)
US Hispanic Growth Rate Beats BRICs
The US Hispanic population is growing faster
than all the BRIC countries combined
Average Population Growth per Year
US Hispanic
4.19%
Brazil
1.62%
Russia
1.34%
China
India
0.62%
0.12%
GDP Per Capita: OECD, BRIC & Hispanics
GDP per capita as of 2010 (est.)
OECD Average:
$34,673
Source: World Bank, U.S. Census, Selig Center for Economic Growth and LDC Calculations
Hispanic Average:
$27,162
BRIC
Average:
$3,927
Growing Wealth is a Magnet
Projected Growth by Age Group (2012-2017)
Change in Spending at each
Age & Stage of Life
31%
Peak Spending
23%
%
15
14%
11%
9%
5%
3%
2%
(1%)
(8%)
18-22
(9%)
23-30
31-42
Hispanic
46-50
50-59
60+
18 - 22
Single
22 - 30
Young
Married
31 - 42
Young
Family
46 - 50
Family
College
Kids
Non-Hispanic
Source: Harry S. Dent, Jr., author of The Great Crash Ahead and editor of Boom & Bust and U.S. Census Bureau, Projections of the National Population,2012
50+
Empty
Nesters
60+
Retired
Hispanics Define the New Rich
Household Growth by Ethnicity (2000-2012)
214%
Hispanic
Non-Hispanic
132%
49%
116%
43%
(-8%)
($35,000 - $74,999)
Middle Income
Source: U.S. Census Bureau
($75,000 - $149,999)
Upper-Middle Income
($150,000 and higher)
Upper Income
Hispanics are the Future Workforce
(in millions)
(19%)
30.5
Projected
(15%)
22.7
(12%)
16.7
(9%)
10.7
1990
2000
2010
Source: U.S. Bureau of Labor Statistics, Employment Projections, 2010-20
2020
Still, Challenges Persist
Especially in the Leadership Pipeline
3.7%
Fortune 100 board seats are held by Hispanics
3.0%
Fortune 500
1.5%
Fortune 1000
Source: Hispanic Association on Corporate Responsibility 2007 Corporate Governance Study; U.S. News & World Report; Alliance for Board Diversity Report, July 2011
Progress is Slow Despite Room at the Top
Metric
Example
Value (2012)
Current Value
Banking
Chairman or CEO, Top
10 banks by assets
N/A
0
0
Academic
Institutions
President, top 50
undergraduate
institutions
N/A
1 chancellor
0
Hollywood
Studios
Chief / Head top 10
studios by box office
revenue
N/A
Top
Foundations
President and
Trustees, top 10
foundations by assets
N/A
Silicon
Valley
Chairman or CEO, Top
10 tech companies by
revenue
Fortune 100
CEO of Fortune 100
companies
University of Texas
none
none
1 president
0
Ford Foundation
5% trustees
5% trustees
N/A
0
0
George Paz
(Express Scripts)
1 CEO
1 CEO
Source: Federal Reserve, U.S. News and World Report, School websites, Box Office Mojo, Studio websites, The Foundation Center, various Foundation websites, Fortune and The Wall Street Journal
Myths About Latinos
Widespread in the Media
1.
2.
3.
4.
5.
Latinos are taking our jobs.
Unauthorized workers are a burden on society.
Unauthorized workers don’t pay taxes.
Latinos are "different" from "regular Americans."
Latino immigrants don't want to learn or speak
English.
6. Latinos succeed in sports and entertainment, but
not as entrepreneurs or in business and
professional services.
15
Exposure Occurs in Entertainment and Ads
Millions of Weekly Viewer Impressions
9,600
2,212
675
Network
Advertisements
Network
entertainment
nightly news
Avg. Viewers
10,000,000
7,500,000
443
270
72
Movies
(in theater)
Fox News
CNN /
MSNBC
1,500,000
200,000
Source: Market sizing assumptions based primarily on Nielsen ratings, assuming a three-hour primetime period from Monday – Thursday and approximately 12 viewer impressions per hour.
Movies data based on MPAA “Theatrical Statistics for 2011”, U.S./Canada admissions. Network nightly news is assumed to occur for one half-hour on ABC, CBS and NBC only.
Younger generations are far more likely to believe
that undocumented workers become tax paying
citizens in the long-run.
• This difference underscores the change in attitudes towards Latinos
over the course of the last 3 generations.
Baby Boomers
24
Undocument
ed
immigrants
in the longrun become
productive
citizens and
pay their fair
share of
taxes
13
+11
63
Undocumente
d immigrants
cost the
taxpayers too
much by using
government
services like
public
education and
medical
services
Generation X
35
15
+19
43
51
Millennials
17
Don’t Know
40
Familiarity Breeds Respect
Having just a few Latino acquaintances reduces the
power of negative attributes
Disagreement with Negative Attributes
Showing those who “strongly disagree” with top negative attributes about Latinos,
Having just a few Latino
acquaintances more than
doubles the likelihood of
disagreeing with the most
damaging assertions
about Latinos
Close Latino friend
46
51
47
50
46
+24
23
Latinos are a drag on the
economy
42
+24
22
Latinos are stealing
American jobs
+22
20
Most Latinos are illegal
immigrants
Undocumented Latinos Number Under 20%.
But more than one-third of Americans believe,
incorrectly, that the number exceeds 40%
Only 1 in 5 knows the
correct percentage of
Latinos who are here
illegally.
28
GP
28
Negative Towards Latinos
28
27
22
19
21
18
17
13
17
16
13
12
8
6
5
0-19%
Elites
2
20-39%
40-59%
60-79%
80-100%
Don't know
Conclusion
1. The Brand is Everything.
2. The Latino Brand Has Been Tarnished
While Latino Brand Assets Soar.
3. Latinos Must Reframe and Reposition
Their Brand.
4. Latinos Must Control Their Brand.
Thank You
Sol Trujillo
www.soltrujillo.com

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