For many companies, Hispanics have grown from a niche to a necessity, unfortunately that pot of gold is a greater challenge than most companies anticipated. Early adopters believed that simply translating a website to Spanish would solve the problem. Yet that has not had the expected results, why? This is because the hardest problem is to understand the problem.
To start, don’t think of Hispanics as monolithic people.

To get a small glimpse of how complicated this can get, consider the following:

Generally speaking, Hispanics can be broken into three categories and three groups

• Euro-Latins: Argentina, Venezuela, Chile, Costa Rica, etc…
• Euro-Africans: Brazil, Cuba, Dominican Republic etc…
• Euro-Indians: Bolivia, Colombia, Guatemala, Ecuador, Mexico, Peru, Puerto Rico.

Then broken further into three more groups…

• Core Hispanics: those who live think and act Hispanic. A little more than half of Hispanics fall into this group (typically immigrants).
• Transitional Hispanics: Comfortable with both English and Spanish. The greater US assimilation the more they will prefer English as the language of preference (typically 1st or 2nd generation).
• Peripheral Hispanics: Do not speak Spanish but consider themselves Hispanic (typically 2nd generation and up).

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