Latino populations are spreading to the corners of America.
Latinos are no longer found just in the traditional places like Los Angeles, New York and Miami. Increasingly they are settling in places like Denver, Atlanta and Philadelphia. There are now 28 cities in the U.S. with more than 100,000 Latinos.
As Latinos disperse more widely throughout America, look for the American business landscape to refresh and re-shape itself continually, including the small and midsize business market. Here are just a few ways:
- Companies selling to small businesses will be dealing with Hispanic-owned and operated businesses more frequently, even in relatively remote areas of the Midwest and Northeast. Successfully reaching these businesses may require more nuanced sales and marketing approaches than the seller is used to in such locales.
- Multicultural employees are an advantage. Hiring practices should — and will — evolve in a landscape that increasingly includes Hispanic-owned businesses and Latino consumers.
- Small and midsize businesses that sell to consumers may find that their local market demographics are shifting faster than they realize. Companies that are used to advertising on the local country music station might want to try the fledgling Spanish-language station, too. Don’t have a Spanish-language radio station in your part of America? You will soon.
One of the great things about America is its near-inexhaustible capacity to keep absorbing immigrants from many cultures. The fact that Latinos are moving outward from a few large metropolitan areas into the far reaches of the country is a perfect example.