Hispanics making a huge impact on American society

October 9, 2007
BY ELDIN VILLAFANE

National Hispanic Heritage Month, observed each year from Sept. 15 to Oct. 15, is a time when students and others learn about the history of and contributions made by Hispanics in the United States. This year's theme is Making a Positive Impact on American Society.

Latinos, in fact, have long been an active part of American society.

Today's image of the Latino dispels the perception that all Hispanics are foreigners and new arrivals to America.

Along with the obvious impact Hispanics continue to make in population growth (more than 800 million nationwide), and their growing presence in politics, fashion, music, television and literature, the perception of Latinos as an elusive and undefined group has finally begun to fade before the eyes of the public and the media.

Corporate America is now embracing the hard facts that show Hispanic Americans dominating in the marketplace.

Carrying the strong social habits of American culture, the Hispanic consumer has drawn the attention of Madison Ave. with the commercial buying power of close to $1 trillion.

While many first-generation immigrant Hispanics work hard to become American citizens, the youthful, second- and third- generation Latinos have emerged as fluent English-speakers with one foot in mainstream America and the other in their Hispanic culture.

That's why, for instance, the Hispanic American youth market has become the hottest target for marketers and advertisers.

Since one in five kids in the U.S. is Latino, it's no surprise that the Latino youth market is growing six times faster than other market segments. Also, Latino teens spend 4% more than the average American teen.

There are roughly 43 million Hispanics living in the U.S., of which 5 million live in New York, with 700,000 of them registered to vote.

Also, the Hispanic student population has surpassed all others as the majority in the New York City public schools, many graduating with honors and moving on to higher education.

Corporations, educational institutions and public officials must continue to follow this trend carefully.

The national debate on immigration notwithstanding, the Latino story is rooted in America's native history of a citizenry that has fought in the front lines of the military, contributed to the popular culture and produced corporate executives, doctors, lawyers and public leaders, as well as sports and entertainment luminaries.

You will find Latinos on MySpace and Facebook and on other popular Internet sites, reading the hot magazines, and watching "Desperate Housewives" just as much as they follow their Spanish-language soap operas (novellas) and news and entertainment.

The latest example of how far Latinos have come to be accepted as contributors to the American experience is the phenomenal response among the literary elite and media for the Dominican American writer Junot Diaz.

Diaz is a New York writer and author of the critically acclaimed novel about a young Dominican kid from New Jersey with a geek's fascination for comic books and Star Trek, all the while learning of his family's history of struggle under a despotic ruler in the Dominican Republic.

Contributions like these and many more best reflect the image and flavor of the bicultural Hispanic American.

And it is the ultimate tribute to the history and presence of Hispanic heritage everywhere.

Source: NY Daily News