AdAge provides an intriguing look at how the rapidly demographics of the U.S. Hispanic population are resulting in a sea change among marketers, media and the $3.5 billion-a-year advertising industry that targets Hispanic consumers. Today, 88 percent of Hispanics under 18 are U.S.-born - and that has huge implications for youth-oriented marketers.
Moreover, for the first time, the number of U.S.-born Hispanics - more acculturated, English-speaking, better educated and more affluent than the foreign-born generation - is growing faster than the immigrant population.
Those changes are merely the beginning of a change to the country itself. According to Census Bureau projections, in 2005 non-Hispanic whites will no longer account for more than 50 percent of the U.S. population - that is, the majority will no longer be so.
