Poll: Does Your Company Advertise in Spanish?

Last Updated Dec 16, 2009 5:07 PM EST

By mid-century, Whites will no longer be a majority group in America, according to the latest US Census estimates released on Wednesday. That's mainly because Hispanics could account for 28 percent of the US population by then, up from roughly 15 percent today.

However, as I reported yesterday, a new survey has found that Hispanics are currently proportionally underrepresented at the executive level of many large, American corporations. Even if it takes a few more years for Hispanics to climb to the top of the corporate ladder, many companies, it seems, are already advertising specifically to Hispanics.
When a company decides to target the Hispanic market, one question automatically arises: Should the messages be in Spanish?

It's worth noting that the majority of Hispanics in America either only speak English or are bilingual. Pew research shows that while 46 percent of Hispanics over 18 cannot really speak English, amongst those under 18, only 18 percent cannot fully communicate in English. I think it's safe to assume that roughly the same percentage of people cannot read well in English either. And even if English is understood, Spanish translations might make a difference.

Feel free to also weigh in on the debate below.

  • Stefan Deeran

    Stefan Deeran helps environmental nonprofits and green businesses develop and execute their new media campaigns. He also publishes The Exception magazine, a nonpartisan news platform serving his home state of Maine. You can follow him on Twitter @RStefanDeeran or via Facebook.