Mercury Co-Chairman Fernando Ferrer delivered a presentation on New York business opportunities for Puerto Rico firms

1. The 2010 Census:
The Changing Face of Hispanic America
November 11, 2011
Caribbean Business and New York City Hispanic Chamber of Commerce
Intercontinental Hotel San Juan, Puerto Rico
Fernando Ferrer, Co-Chairman

2. 2
This is
• A High Stakes Public Strategy Firm
• Understanding and Anticipating Our Clients Needs
• Interpreting Market and Consumer Data and Trends
• Helping Our Clients Understand and Successfully
Navigate Their Business and Regulatory
Environments
• Connecting Clients to Business Opportunities

3. 3
The Changing Face of Hispanic America
• Size – growth to one quarter of the population in the
next 20 years
• Dispersal – only 4 states that had over 1 million in
1990, now in almost every state
• Buying power – will have $2 trillion in buying power
in the next decade

4. 4
U.S. Hispanic Population
100
90 85.9
80
70
60 50.5 Population (in
50 millions)
40 Percentage
30 22.4 23
20 16.3
9.6 9
10 4.7
0
1970 1990 2010 2030*
Source: U.S. Census Bureau

5. 5
1990 U.S. Hispanic Population
22.4 million
• Over 1 million
• 250,000 – 1,000,000
• 50,000 – 250,000
• 50,000 or less
Source: U.S. Census Bureau

6. 6
2010 U.S. Hispanic Population
50.5 million
• Over 1 million
• 250,000 – 1,000,000
• 50,000 – 250,000
• 50,000 or less
Source: U.S. Census Bureau

7. 7
Hispanic Buying Power in the United States
(in trillions of dollars)
$2.50 $2.10
$1.83
$2.00
$1.39
$1.50
$1.04
$1.00 $0.65
$0.50
$-
2002 2009 2013 2017 2020
Source: Global Insight and Univision, 2010

8. The Emerging Hispanic Middle Class

9. 9
• Movement towards upper-middle class – household
incomes for Hispanics have shifted up from under
$50,000 to well over that amount
• Prone to defend policies promoting access to capital
for home-buying and small business, education and
employment
• Growth of the new minority – because of the
explosion as the new minority, overtaking African
Americans in some counties, they are going to need
access to government services
• Biculturalism – the new trend moving away from
Spanish, but holding onto the Hispanic heritage

10. 10
Annual Household Income for Hispanics in the United States
2000 vs. 2010
50%
45%
36%
40% 33% 31%
35% 29% 28%
<$25,000
30% 24%
$25,000-$50,000
25%
20% $50,000-$100,000
12%
15% $100,000+
7%
10%
5%
0%
2000 Census 2010 Census
Source: U.S. Census Bureau

11. 11
Annual Household Income for Hispanics in the United States
2000 vs. 2010
80% 69%
70% 60%
60%
40%
50%
31% 2000 Census
40%
2010 Census
30%
20%
10%
0%
Under $50,000 $50,000 and over
Source: U.S. Census Bureau

12. 12
Annual Household Income for Hispanics in the United States
$100,000+
30%
25%
25% 23%
21%
20% 18%
15%
14%
15% 13% 12%
10%
5%
0%
Maryland Virginia Washington New Jersey Connecticut California New York Washington
DC
Source: U.S. Census Bureau

13. The New Minority

14. 14
Population of the United States by Race / Ethnicity
1990 vs. 2010
76%
80%
64%
70%
60%
50%
40% 1990 Census
30% 16% 2010 Census
12% 12%
20%
5%
10%
0%
White Anglo African Hispanic
American
Source: U.S. Census Bureau

15. 15
Population of the United States by Race / Ethnicity
1990 vs. 2010
1990 Census 2010 Census
Hispanic African White Hispanic African White
American Anglo American Anglo
Florida 12% 13% 73% 23% 15% 58%
Illinois 8% 15% 75% 16% 14% 64%
New Jersey 10% 13% 74% 18% 13% 59%
New York 12% 14% 69% 18% 14% 58%

16. 16
Population of the United States by Race / Ethnicity
1990 vs. 2010
1990 Census 2010 Census
Hispanic African White Hispanic African White
American Anglo American Anglo
Cook County, IL 14% 26% 57% 24% 24% 44%
Will County, IL 6% 11% 82% 16% 11% 67%
Atlantic County, NJ 7% 17% 74% 17% 15% 59%
Cumberland 13% 16% 69% 27% 19% 50%
County, NJ
Union County, NJ 14% 18% 65% 27% 21% 45%
Queens County, NY 20% 20% 48% 28% 18% 28%
Westchester 10% 13% 73% 22% 13% 57%
County, NY

17. 17
What does this mean?
• Policy implications
▫ Civil rights
▫ Services to protect community
▫ Representation at all levels of decision making

18. The Bicultural Trend

19. 19
Place of Birth for Hispanic Population
Total Population
90% 80%
80% 71%
70% 64% 64%
60%
60%
50% 40%
36% 36% US born
40% 29%
30% 20% Foreign born
20%
10%
0%
1970 1980 1990 2000 2010
estimate
Source: U.S. Census Bureau

20. 20
Place of Birth for Hispanic Population
Adults
90%
80%
70% 54% 53%
60% 46% 47%
50% US born
40% Foreign born
30%
20%
10%
0%
2000 2010 estimate
Source: U.S. Census Bureau

21. 21
Ability to Speak English for Hispanic
Population
30% 25% 24%
25% 21% 21%
20%
2000
15%
2010 estimate
10%
5%
0%
Speak only English Speak only Spanish
Source: U.S. Census Bureau

22. 22
•Every year for the next twenty
years, 500,000 Hispanics will turn
18 in the United States.
Source: U.S. Census Bureau

23. 23
Do you relate more to Hispanic culture, do you relate more to
American culture, or do you consider yourself bicultural?
19%
Hispanic culture
15% American culture
Bicultural
66%

24. 24
In your opinion, does American culture or Hispanic culture give
more importance to money and financial gain?
72%
American culture
14%
Hispanic culture
14%
Don't know / No answer
0% 10% 20% 30% 40% 50% 60% 70% 80%

25. 25
In your opinion, does American culture or Hispanic culture give
more importance to family and personal relationships?
11%
American culture
79%
Hispanic culture
10%
Don't know / No answer
0% 10% 20% 30% 40% 50% 60% 70% 80%

26. 26
What does this mean?
• Need to market and advertise in a culturally
competent way
▫ Bicultural targeting
▫ Challenge for businesses and advertising agencies
▫ Challenge for businesses and governments procuring
goods and services

27. 27
How does Puerto Rico fit in?
 2010 U.S. Census - 3.7 million people living in Puerto Rico
Down from 3.8 million in 2000
By contrast, in the 50 U.S. states and D.C., the population of Puerto Rican-origin
Hispanics increased from 3.4 million in 2000 to 4.6 million in 2010