Hispanic Heritage May Be This Month, But Hispanic Culture is 24/7

Hispanic Heritage Month, September 15 - October 15. It's invented here in the U.S., much like the term "Hispanic" itself. It is based on Fiestas Patrias, or the many countries' independence days celebrated by Latin Americans everywhere. There is no "Hispanic Heritage Month" in Latin America or Spain.

So while it may be a little forced, it's a way we can devote a month to the incredible history, culture and people of these regions. It's a clear target for corporations to get "involved." But of course, that wheel keeps turning whether we're celebrating it or not.

Earlier this month, I retweeted a message about Nordstrom and its involvement in Hispanic Heritage Month this year with a special Roberto Rodriguez-designed top, the proceeds of which will benefit the Hermanitas program (part of MANA, the largest pan-Latina organization in the U.S.). Nordstrom quickly followed me on Twitter after that retweet. While this major retailer is not a client, there's something they may not realize I know about them.

Nordstrom has backed the passions, aspirations and achievements of Latinos for years, and in many significant ways.

While Nordstrom has done some national print advertising, its connection is deeper than simply attracting the Latino consumer to shop at their stores. And while it does it pretty quietly 11 months out of the year, it makes a big difference. Here are some ways Nordstrom has done it right--ways that every corporation should be noting:

CHARITABLE DONATIONS
When I last spoke with a Corporate Communications contact there, Nordstrom was making annual donations of $1,000 to $65,000 each to more than 20 Latino organizations nationally--eight of which were focused on education.

SUPPLIER DIVERSITY

Their Supplier Diversity Program, created in 1989, ensures access to the economic opportunities within Nordstrom for minority- and women-owned businesses. I have figures back from 2005, when Nordstrom expenditures with minority and women-owned businesses reached $635 million, bringing total expenditures to $6.4 billion since the program was launched.

Also, prior to building or relocating a new store, Nordstrom sponsors and promotes a Project Preview, which is designed to introduce Nordstrom to minority- and women-owned subcontractors and suppliers in local communities. This presents a great opportunity for local companies to learn about Nordstrom business practices, bidding procedures and to become familiar with the requirements of the project.

LATINA EMPOWERMENT
Each year, Nordstrom hosts the Latina Empowerment Summit at its downtown Seattle store. This is a day wherein local Latinas are invited to hear from nationally known speakers as well as a panel of regional role models. This year's Summit--the 10th annual event--is this coming Saturday. Attendees will hear from keynote speaker Consuelo Kickbusch, a retired Lieutenant Colonel in the U.S. Army, founder and president of Educational Achievement Services, Inc., and an accomplished author. It's an event that inspires and connects attendees to the Latinidad they share. (I've attended this event, too, and its an amazing warmth that's created in that room!) This year's invitations feature the work of local artist Blanca Santander.

So as you may have noticed, it's about more than just Hispanic Heritage Month, and it's about more than advertising. It's about creating a real connection--a connection that truly matters--to communities and to consumers.

Of course, as a native Seattleite I'm partial to Nordstrom, which got its start as a Seattle shoe store in 1901. But I think this is one company that can proudly serve as a model of diversity. Oh, and here's more information on its Hispanic Heritage Month promotion this year.

Latino Market Numbers Amaze

So the problem with an event-filled month like Hispanic Heritage Month is that I get behind in posts and .. filing. I'm working on both now.

Speaking of this month of events, did you know that an estimated 90,000 Latinos turned out for our area's biggest event of the year: Fiestas Patrias at the Puyallup Fair. That's double the Latino attendance last year. It just keeps growing. A reflection of the growing overall Hispanic presence here in the Puget Sound region.

Last week I attended a great workshop hosted by the City of Federal Way. And this is my opportunity to say "Bravo" to Federal Way, because this City has its own Hispanic Liaison--Teniel Sabin--who is a very approachable young lady who is helping Federal Way officials effectively reach out to its Latino residents and make services and opportunities known. Very cool!

Anyway, this workshop was entitled, "Business Development in the Hispanic Market." I expected a lot of companies to show up, looking for ways to better link to Latinos locally. There were some, yes, but there were also a fair number of Hispanics--established business owners, aspiring entrepreneurs, others in transition. That surprised me, but I thought that was cool that they were showing up for a government workshop, which by the way, was partially presented bilingually.

Before the presentation attendees were encouraged to check out several displays of some of the services available, including those of Washington CASH and others.

Idalie Muñoz was the speaker. She worked for the U.S. Census in a past life--so she loves numbers. Idalie covered a lot of data, most of which I was very familiar with but will repeat here nonetheless for those of you just tuning in:

• There are about 46 million Latinos in the U.S. That's about 15% of our total population. In fact, in the entire world, the only country with more Hispanics is Mexico.
• Washington is one of 16 states that has at least a half-million Hispanic residents.
• Washington is one of 20 states wherein Hispanics are the largest minority.

Check this out--overall, buying power (personal income for spending) is growing by leaps and bounds in the Hispanic segment, especially when you compare it to the non-Hispanic population. In Washington, while the non-Hispanic population saw 265.9% growth in buying power, Hispanics experienced 788.1% growth!

Between 1990-2008, the Hispanic segment saw a great advantage nationally as well.

• Hispanics: 348.9%
• Non-Hispanics: 140.75%

And watch the growth that is expected to take place when we elongate that time period to 1990-2013!

• Hispanics: 554.3%
• Non-Hispanics 211.1%

The main message here is: In this shrinking economy, the Hispanic market is growing. And so is its pocketbook!

National numbers from the U.S. Census show unbelievable Hispanic buying power growth:
1990 - $12 billion
2000 - $450 billion
2008 - $951 billion
>>and forecast for 2013? $1.4 TRILLION.

What are some of the factors in this growth? It's the fastest-growing segment, there's a higher level of education attained now versus in the past, this segment boast a larger young population entering the job market, and a fast-growing number of Hispanic-owned businesses were cited by Idalie.

In addition to U.S. Census numbers, she also referenced The Multicultural Economy 2008, from the Selig Center for Economic Growth, University of Georgia. It's an amazing reference for anyone interested in an in-depth look at some more current numbers.

Northwest Latinos Showcased by City of Seattle

Arte Para Todos - Art for All honors National Latino Heritage Month, Día de los Muertos

Pasting City press release:

Latino City Employees and Latino Cultural Magazine present the exhibition Arte Para Todos - Art for All at City Hall to celebrate National Latino Heritage Month (beginning Sept. 15) and Dia de los Muertos (Day of the Dead, Nov. 2). The exhibition runs Sept. 9 to Oct. 31.

The exhibition features more than 50 artworks in a variety of media by eight Northwest Latino artists: Marcio Diaz, Isaac Hernández, Rene Julio, Hugo Ludeña, Jennifer Molina, Jaime Olaya, Jose Orantes and Blanca Santander. The works include color photographs of Latino life; landscape, portrait and abstract paintings in acrylic, oil, and egg tempera; and pastel and scratchboard drawings.

Arte Para Todos - Art for All spans the City Hall Lobby Gallery and the Anne Focke Gallery, on the L2 level of City Hall. City Hall is located at 600 Fourth Avenue and is open 7 a.m. to 6 p.m., Monday through Friday. For information, call (206) 684-7171 or visit www.seattle.gov/arts.

In conjunction with Arte Para Todos, a free concert featuring the acoustic Latin jazz of Carlos Cascante will take place 12 to 1 p.m., Thursday, Oct. 1 at City Hall. An artist reception with light refreshments will follow from 1 to 2 p.m.

The Office of Arts & Cultural Affairs promotes the value of arts and culture in communities throughout Seattle. The 16-member Seattle Arts Commission, citizen volunteers appointed by the mayor and City Council, supports the city agency.

Great Party Trick

Each year, the U.S. Census celebrates Hispanic Heritage Month by pulling together some great trivia on our dynamic Hispanic population in the US of A.

This is an amazing compilation of facts--some even a surprise to Hispanic marketers!

Among my favorites:

• The U.S. has the second-largest Hispanic population in the world, second only to Mexico.
• By 2050, Hispanics will constitute 30% of the nation's population.
  There are 48 U.S. counties that are majority-Hispanic.
• We have 1.6 million Hispanic-owned businesses.

See for yourself how significant our country's Latino population has become.