Why Latinos?

Some facts about the fastest growing population in the U.S.

About Latinos in the US market

U.S. Latinos are the largest minority segment and the population has been growing at a dramatic rate. Businesses and organizations will need to understand how Latinos are influencing the nation’s consumer landscape.

These statistics (Source: Neilsen, “The State of the Hispanic Consumer”) are just a handful of reasons why you and your organization should capitalize on the largest demographic shift since the baby boom.

Using transcreation as our guide, our team at Vías is ready to help.


Latinos are a fundamental component to business success, and not a passing niche on the sidelines.


Latinos have amassed significant buying power, despite perceptions to the contrary.


Technology and media use do not mirror the general market but have distinct patterns due to language, culture, and ownership dynamics.

Population growth

Rapid Latino population growth will persist, even if immigration is completely halted.

Cultural links

Hispanics are the largest immigrant group to exhibit significant culture sustainability and are not disappearing into the American melting pot.

Buying patterns

Latinos exhibit distinct product consumption patterns and are not buying in ways that are the same as the total market.

Vías is Michigan’s only Latino marketing agency

Marketing to Latino audiences doesn’t have to be hard. Hispanic media in Michigan has seen tremendous growth in recent years, so we’ve rounded up the key players. Check out our Ultimate Guide to Hispanic Media in Michigan.