If you identify as a Latino millennial, then advertisers are watching your consumer habits closely. As the population of Latinos in the U.S. rises, so does their buying power.
In a new episode of the series “America By the Numbers with Maria Hinojosa,” Austin-based advertising agency LatinWorks is featured for being ahead of this demographic shift. The episode titled “The New Mad Men,” will air on KLRU on Nov. 22 at 6 p.m. (check local listings for other PBS stations). The episode is also available online.
“Latinos are increasingly seen as pop culture influencers that can make or break brands, and marketers and advertisers are working hard to target this audience and harness that purchasing power,” said series anchor, Maria Hinojosa in a news release. “As a result of the demographic changes we are reporting, a new ‘total market’ is emerging and at its core, Latinas and Latino millennials aged 18 to 34, are considered the main drivers of economic growth.”
My colleague Liliana Valenzuela interviewed award-winning journalist Maria Hinojosa, also of NPR’s Latino USA, in the Statesman’s Spanish-language weekly ¡Ahora Sí! You can also read the English version here.
Hinojosa will lead a panel discussion after a special screening of the episode at KLRU on Nov. 21. The free event, which will include snacks and beverages, requires an RSVP. A DJ will be spinning music after the panel discussion.