This document provides an overview of trends related to the Spanish-speaking population globally. Some key points: - The number of Spanish speakers in the US is growing significantly and the US is projected to become the largest Spanish-speaking country by 2050. - Spanish speakers represent a large economic force, with the Hispanic community in the US alone representing the 14th largest economy worldwide. - Countries with large Spanish-speaking populations like Mexico and Colombia are increasing their international trade relationships, while tourism in Latin American countries is also on the rise. - Technology adoption is high among Spanish speakers, especially for streaming video, although access issues still exist for some communities.

1. Quaterly Prospective Knowledge Content
S P R I N G 2 0 1 6
SPANISH
SPEAKERSemergent majority

2. 2
ABOUT -BAUTISTA-
Strategic thinking Consultancy focused on the development of actionable knowledge
and ideas with a global multidisciplinary team oriented by futures, trends, foresights
and scenarios.
Juan José Baute – Luis Carlos Chacón
GET AHEAD!
www.bautista-global.com
- - -
RESEARCH: Laura Samper G.
ART DIRECTOR: Angélica Ramos
COVER / BACK COVER:
Photographer: Balthier Corfi http://www.balthier-corfi.com/
Model: Samantha Zajarias @Major Models New York
Make up: Joseph Carrillo
T-shirt: www.spenglish.com
The Economist
The Guardian
El Día
IHS
Pew Research
La Vanguardia
D Latinos
Pew Social Trends
Latin Post
Pew Social Trends
Pew Hispanic
Forbes
CNN
CNBC
HACR
WSJ
El Heraldo
RCN Radio
El Mundo
Noticias MVS
El País
Statista
Euromonitor
VTM Latin America
Tourism Review
Pew Global
The Local
Fast Copany
Variey
Harvard Business Review
El Economista
E Marketer
Publimetro
Think With Google
Deloitte
New York Times
Univision
Pop Sugar
La Jugada Financiera
Media Post
Nielsen
Infobae
Mercer
The 3 Marketers
Fusion
Washington Times
Reuters
Huffington Post
El País
Business Insider
El Universal
ACF
UNODC
We Form
BBC
La Opinión
CS Monitor
World Bank
US News
Educa Web
El Mundo
Daily News
LA Times
El Nuevo Herald
Census
Word Population Review
Discover Los Angeles
Realtor
My Domaine
Business Wire
City Lab
Business Wire
3D Print Board
Matrialise
World Population Review
Miami Herald
Miami in New Times
Tech Crunch
NBC News
Miami Herald
Datos Macro
Atelier
Law 360
Europe Tomorrow
The City Tribune
El Financiero
My International Adventure
HNGN
Hotel News Resource
Fast Coexist
Tourism Review
Excelsior
Jornada
Colombia Reports
El Espectador
Xatak
HSB Notcias
El Tiempo
Dinero
Mashable
Lonely Planet
Art Net
Portafolio
Pan-American World
La Nación
El Clarín
Tech President
El Sol de México
FT
LA Times
OECD
UN
Terra
SOURCES

3. 3
BRIEF
In order to encourage forward thinking and analysis of the different
options and opportunities that the future brings, -BAUTISTA- pre-
sents every season a free piece of content in which we apply global
knowledge about futures, scenarios, trends and forecasting to a spe-
cific topic of significant relevance for different stakeholders of mar-
keting, innovation, strategic planning and creativity, among others.
Each issue presents an editorial process that communicates the
Avant-Garde spirit that Futures Studies offers and the implications
that each topic will present in the near future. For this edition (spring
2016), the understanding of the present and future of the Spanish-
speaking population worldwide is our main topic.
WHY SPANISH SPEAKERS?
After more than 50 years of evolution, Latin communities in places
like the United States start to consolidate as a relevant political, so-
cial, economic and consumption force. This phenomenon joins the
new strategic positioning that Mexico, Chile and other Latin America
countries acquired on the last years and the new role of Spain in
Western Europe after 2008 – 2010 economic crisis. The future pre-
sents a new community with wider assets, more insights and global
influences that also represent great business opportunities.
Thank you for your time and feedback.
-BAUTISTA- Team

4. 4
The United States is now the world’s second
largest Spanish-speaking country after Mexico.
(IC, 2016)
#1 #2
Countries where Spanish is spoken,
besides the US:
México
Colombia
Spain
Argentina
Peru
Venezuela
Chile
Ecuador
Guatemala
Bolivia
Cuba
Dominican Republic
Honduras
Paraguay
El Salvador
Nicaragua
Costa Rica
Panamá
Puerto Rico
Uruguay
Equatorial Guinea
Countries where Spanish is not the
official language:
US
Brazil
Canada
Argelia
Belize
Israel
Switzerland
Australia
Japan
Andorra
New Zealand
Aruba
Norway
Jamaica
Morocco
China
Philippines
Russia
Turkey
India
The US will have 138 million Spanish speakers
by 2050, making it the biggest Spanish-
speaking nation on Earth, with Spanish being
the mother tongue of almost a third of its
citizens. (IC, 2016)
US
US IN 2050
COLOMBIA
MEXICO
SPAIN
52.6 MILLION
559 MILLION
138 MILLION
48 MILLION
121 MILLION
46 MILLION
There are 41 million native Spanish speakers
in the US plus another 11.6 million who are
bilingual, mainly the children of Spanish-
speaking immigrants.
This puts the US ahead of Colombia and Spain
and second only to Mexico. (IC, 2016)
Spanish speakers worldwide,including
470 million native speakers and those
with some command of the language.
(ED, 2015)
FACTS

5. 5
21,000,000
7,800,000
currently studying
Spanish worldwide
in the US
followed by Brazil and France.
(TG, 2016)
Two-thirds of Spanish-linked GDP is generated
in two areas: North America (US, Canada and
Mexico) and the European Union. Altogether
Spanish speakers contribute 9.2% of the world’s
GDP. (Ibid)
The Index of Human Development ranks Spanish
as the second most important language on earth,
behind English but ahead of Mandarin. (TG, 2016)
North America and
European Union
future Spanish
speakers in
global population
other regions
SPANISH-LINKED GDP
#1 English
#2 Spanish
#3 Mandarin
290%
#2
Spanish is the third most widely
used language on the Internet,
although less than 8% of Internet
traffic is in Spanish. (TG, 2016)
8%
Mexico and Spain are in the top 20
countries with the larger percentage of
internet users. Spanish is the second
most used language in FB and Twitter.
(IC, 2016)
By 2030, it is expected that people
who speak Spanish will represent 7.5%
of all speakers in the world. In three
or four generations, 10% of the global
population will speak Spanish. (BWD, 2016)
By 2050 1 in 3 Americans will
speak Spanish. (BWD, 2016)
Sharing Spanish as a common language
increases 290% bilateral commerce in
Hispanic countries. (IC, 2016)

6. 6
The Hispanic community in the US is the
14th economic power of the world. (IC, 2016)
The purchasing power of the Hispanic
community in the US represents more than
US$100.000 million. (IC, 2016)
The consolidation of Spanish is shown in the
growth of the editorial market: there are 452
enterprises, whose annual income is near
the 1000 million dollars (near 350 million
correspond to books writen in spanish).
Editorials like Pearson PLC, McGrow-Hill y
Random House have their own spanish division.
(IC. 2016)
will play a key role in future U.S. employment
growth. By 2020, labor force growth is expected
to slow to the point that the annual change in the
labor force is roughly equal to the amount of net
migration. (IHS, 2016)
14TH
US$100.000 MILLION
350 MILLION BOOKS IN
SPANISH
The U.N. forsees continuing net out-
migration from the 10 Latin American
countries and Puerto Rico that are
the primary countries of origin of the
foreign-born U.S. Hispanic population.
(IHS, 2016)
The number of foreign
born Hispanics will grow
from 22 million in 2014
to over 29 million
in 2034. (IHS, 2016)
The number of Hispanics
that speak Spanish in the
home will rise from 36.9
million in 2014 to 55.4
million in 2034. (IHS, 2016)
29 MILLION
55.4 MILLION
IMMIGRATION

7. 7
PATTERNS
Hispanic long-term
things in common

8. 8
PATTERNS
Hispanics in the US
Not from there, Not from here
Being Latino or Hispanic are two different things. Hispanic
is the one whose native language is Spanish and Latino,
well, the one that is born in a Latin American country. Or so
we thought. Currently, the Hispanic category is described
on the United States Census Bureau survey forms as an
ethnic origin and not a race.
But, as we see, Hispanics in the US consider themselves
as if because of both racial and ethnic backgrounds. What
do they mean by Hispanic? Latinos say their race is “some
other race,” mostly Mexican, Cuban or Colombian, but His-
panics prefer to identify themselves with terms of national-
ity. Hispanics who are Spanish-dominant (67%) are about
as likely as bilingual (71%) and English-dominant (66%)
Hispanics to consider their Hispanic background part of
their racial background. (PEW, 2015)
“I’ve never identified as a
single race. I think partly that
would be insulting to my
parents because it would be
leaving one or the other out.”
White and Hispanic Woman, Age 23

9. 9
Multiracial Attitudes
This is a phenomenon caused, among many other reasons,
by a multiracial identity defined not only through family val-
ues but also social and cultural factors. As noted by the Pew
Research Center, Hispanics’ identity is defined by how oth-
ers see them, including their peers.
Compared with other mixed-race adults, 76% Hispanic
multiracial adults are more likely to say they have “often”
or “sometimes” felt pride in their mixed-race background.
In other cases regarding how multiracial are Hispanics,
more than half feel pride of belonging to this identity. (PRC,
2015) Slowly, Spanish speakers are growing beyond labels
like Hispanics or Latinos.

10. 10
FTAS
Mexico is the country with the largest number of FTAs
globally: 40 in total. Latin America is a special player for
this country. Colombia and Central America are both cat-
egorized as “outstanding” because of the growth they
represent for Mexico, like the US does. Chile is on this
list along with Uruguay. (Forbes, 2015) On January 2016,
Mexico and the European Free Trade Association initi-
ated negotiations to modernize the FTA between both
sides, with which Mexico has experienced a growth of
more than 150% in the last 15 years. On the other hand,
the US represents 80% of Mexican exports. (El Universal,
2016) This promises a safe future for Mexico’s economy
but still with challenges to face ahead such as corruption
and the restrictions in the commercial relationship with
Japan and Israel, to name a few.
Colombia started negotiations with China for signing a
new FTA during 2015. The bilateral commerce between
the two countries has grown 15 times more in the past
ten years. (EH, 2016) Also, its FTA with South Korea is
about to become tangible after some clauses from Co-
lombia’s Constitutional Court. On the other hand, Spain
with other members of the EU are rejecting a possible
FTA with the US.

11. 11
TOURISM
Latin America has been the focus of tourism in the last
couple of years. In 2015, the number of foreign visitors
recorded in the region were more than 96.6 million, the
highest number reached over the last decade, according
to the World Tourism Organization (UNWTO). However,
given the economic imbalance of 2015, many Latins fo-
cused on domestic trips rather than international and
the tourism industry will be strongly influenced by visi-
tors from outside Latin America. Thanks to mega-events
such as the Rio de Janeiro Olympics, not only Brazil will
become the strong touristic magnet but the entire region.
According to Euromonitor, visitors from the US and Eu-
rope in particular will benefit from the same exchange
rate movements that deter outbound tourists from Latin
America, besides the low cost carriers that abound as a
result of the offer of new destinations.
Photo by Napo Wildlife Center, Ecuador

12. 12
Marriot is planning to open 60 new hotels throughout the
region by 2018. Some of the traditional destinations such
as the Riviera Maya in Mexico and Machu Picchu in Peru
are still on the radar of foreign tourists, but new places
are ahead. A good example is Ecuador that recently
opened a new airport in Quito and is promoting its touris-
tic side through the idea of the “4 worlds”, which include
the Galapagos and the Amazon. Tourism is going beyond
the already known all-inclusive resorts and it’s heading
towards eco/healthy/wellness tourism (trekking, diving,
biking in nature), which also boosts longer visits. (Eu-
romonitor, 2016)
On January, the New York Times named Mexico City the
number one destination in 2016. The report opens with a
panomaric view of the Angel of Independence in Mexico’s
downtown. The main attraction? Food. Another Hispanic
destination that was ranked in the 10th place is Viñales,
Cuba, a country where Airbnb arrived in 2015 to create
new hotel dynamics for this young market.
Viñales, Cuba. Photo by Robert Rausch for The New York Times

13. 13
HISPANIC CEOS
The importance of Hispanic executives is been grow-
ing year after year, with more names to add to the top
500 Fortune Company. Thanks to the recent changes
in American Airlines, Oscar Muñoz (Mexican-American)
was announced CEO on September 2015. Other Hispanic
CEOs are Carlos Rodríguez of ADP, George Paz at Ex-
press Scripts, J.Paul Raines at GameStop, Joseph Alva-
rado at Commercial Metals Company and Mary T. Barra
of General Motors, to name a few. Still, Hispanics account
for roughly 3% of corporate board seats. (HACR, 2015)
They are not alone. Amancio Ortega is the richest man
in Europe and the wealthiest retailer in the world. After
foundingZarain1963,thetycoonhadexpandedthrough-
out Spain and globally, and today, his empire also in-
cludes Massimo Dutti and Pull&Bear. Hispanics are also
relevant in politics and international affairs. Although Cu-
ban Senator Marco Rubio could not win Florida’s vote for
2016 Presidential Elections, the fact that he was part of
the race is significant for Hispanic population in the U.S.,
especially in the upcoming years when Donald Trump will
hopefully just be a blurry memory.
Oscar Muñoz. Image, CBNC

14. 14
TECH
Spanish speakers are all over the world. As we saw ear-
lier, they belong to three main groups: Hispanics living
in the US and other countries, Latinos in Central and
South America, and finally Spaniards. For both emerg-
ing and consolidated economies, technology adoption
has increased significantly. According to Fast Company,
Latin America has the fastest rate of smartphone adop-
tion in the world, for a not so balanced reason: the ones
who will never own a computer, which is the big majority,
will surely own a smartphone. And what is it that Latinos
mostly consume? Streaming videos. According to a Fo-
cus Latino report, Spanish-dominant Latinos spend 35%
of their time viewing streaming entretainment, less than
the 54% of bilingual Latinos. 74% of Spanish-dominant
Latinos have the OTT (over-the-top) entretainment all
set: viewing capabilities, Internet-connected TVs and
computers.
The production of Spanish-language digital content
keeps growing, which has found success partnering with
major traditional and online media firms to produce this
material, according to The Latin Post. This is the case
of the Latino built Internet TV startups that went online
during the summer of 2015 like Pongalo, Mitu and TuYo.
The last one is a bilingual digital entretainment network
aimed at Hispanic audiences.
However, the ones who don’t own a credit card or don’t
have that type of digital access, like Fast Company
pointed out, are not consuming this content. This phe-
nomenon has to do with the growth of suburbs of meg-
acities like Buenos Aires and Mexico City. Instead, these
smartphone users are prone to local content streamed
through local piracy like Cuevana and PopCorn Time.
17% of marketers in Latin America reported prioritizing
visual and video content, compared to 11% of their North
American counterparts. (HBR, 2015)

15. 15
Spaniards are not so far from Hispanics in the US and Lat-
in America when it comes to technology adoption. One in
three electronic purchases in Spain is made through mo-
bile devices, placing Spain as the world’s fifth top country
for mobile commerce. What is actually notable about this
population is the embrace of apps for shopping. Nearly
28 million Spaniards, out of a population of 46.7 million,
are active app users. 3.8 million apps are downloaded in
Spain each day. (The Local, 2015)
What About Spain?

16. 16
CULTURE

17. 17
CULTURE
Content in Spanish
Not only Netflix added several shows and movies to its
core streaming service in the U.S. But it also commited
to producing its own original Latino series, as reported
in the Latin Post. Not only the change is experienced by
the digital media, it also comes from traditional chan-
nels such as television. On February, Televisa Mexico
launched Blim, its newest service ofering pretty much
the same as Netflix: streaming video by suscription. The
difference will be marked by Televisa’s original content
(mainly shows and soup operas) besides Mexican cin-
ema already distributed by Videocine. (EE, 2016)
Culture is also key. Google remarks that cultural sig-
nals—food, family, and traditions—resonate with U.S.
Hispanics online regardless of language. When an ad
includes aspects of Hispanic culture, regardless of lan-
guage, 88% pay attention, and 41% feel more favorable
about a brand that aims to be culturally relevant.
Latino Portrait
Latin soap operas also known as telenovelas have been
an important part of Hispanics’ daily life. The Economist
describes them as “a bright-hued, big-haired diet of
beauty pageants, celebrity gossip and 120-episode sa-
gas of heartbreak and passion.”TV acts as a guide and
educator, which according to Jorge Ramos, a represent-
ative news anchor on Univision, is part of their role “to
guide people socially”.
However, young Hispanics are more prone to other type
of interactions, or so it reveals another interesting num-
ber: between 2013 and early 2015 Univision’s audience
aged 18 to 49 fell by 26%, according to Nielsen. And what
this young audience is demanding? Acculturated con-
tent and English-language services, such as those pro-
vided by Fusion Magazine from Univision or the recently
launched Spanish version of The New York Times.

18. 18
Icons
Hispanic and especially Latino cultures are gaining more
relevance thanks to already created icons and myths.
In the last issue of Time Magazine 100 Most Influential
People, six latin names were considered: Alejandro Gón-
zález Iñárritu, recently Awarded with Best Director in the
Oscars 2016, Gael García Bernal, another Mexican who
is conquering the English-spoken entretainment busi-
ness, Gina Rodriguez, Lin-Manuel Miranda, Oscar Isaac
and Queen Maxima of the Netherlands. They are part of
the actual Hispanic culture that represents success, pro-
gress, creativity and uniqueness.
It is the case of Sofia Vergara and her outstanding career
in the American show Modern Family. Although some
criticize her character for being a stereotype, the Colom-
bian actress defend the fact that many Latinas are “loud,
dress sexy and are really involved with their families.”
(The Edit, 2016)
Myth
In the Hispanic narrative of historic events, Latin Amer-
ica can say—with much consideration that some refer-
ences became myths. It is the case of the figure of Pablo
Escobar and narco culture. The series Narcos, created
by Netflix, is said to be the third most viewed show of the
channel during 2015 with more than 3.2 million viewers.
(Infobae, 2016)
Recently, Univision partnered with Netflix to co-produce
new shows for 2017, including Narcos and both hope to
continue Netflix desires to continue the “Narcos” style
binge fest by coproducing a new drug cartel drama with
Univision called “El Chapo”. The series will focus on Mexi-
can drug lord Joaquin Guzman. (LP, 2016)

19. 19
BEAUTY STEREOTYPES
The case of Sofia also reflects the impact of Latinas and
Hispanic women’s beauty type. For starting, there is a
clear distinction when it comes to beauty on how Lati-
nas use social media versus general market women. The
total Latina beauty market in the U.S. is approximately
$4.3 billion and accounts for about 13% of all cosmetic
spending. Latina women and Millennial Latinas follow
more brands than general market women, 7.4 brands
versus only 3.3 brands for general market. (Mediapost,
2015)
Furthermore, this same space is shared with Spanish
actresses such as Penelope Cruz and Paz Vega. They all
share a phenotype in common: the Hispanic look, which
is centered in deep dark eyes, tanned skin tone and exu-
berance.
In Latin America, women encounter often times “role
models” they have to fit in, thanks to the importance that
beauty peagants still have in this region (the last two Miss
Universe have been Latinas: Mexican and Colombian),
and the facilities to impersonate this package through
plastic surgery. In places like Valencia, Venezuela as
well as in Medellin, Colombia, the regular mannequin in
showcases are voluptuous, as seen in the photo.
But beyond possible stereoptypes, Latin America is thriv-
ing towards a more inclusive scenario for women and it is
projected to increase women’s representation from 36%
in 2015 to 49% in 2025. (Mercer, 2016)
Photo by Meredith Kohut for The New York Times

20. 20
CHALLENGES
Hispanics face different challenges that are related to
various issues. Racism and exclusion is one them. In a
recent video (http://www.nytimes.com/2016/02/29/
opinion/a-conversation-with-latinos-on-race.html?_
r=0) by The New York Times, a group of Latinos talk
about their personal experiences when coming to the
U.S. for the first time, or how they’ve been bullied be-
cause of their Hispanic roots. The Latino post-millennial
demographic in LA, has been offended by anti-Latino and
anti-immigrant sentiments exposed by some political
groups. (USN, 2015)
Fusion exemplifies how media like The Economist keeps
on perpetuating Latino’s stereotypes (like being spicy
compairing them to chilis, see the photo).
Harvard Business Review also points out how some ste-
reotypes are related to women: “Black and Latina women
are particularly at risk for being seen as angry when they
fail to conform to these [being sweet and submissive in
the workplace] restrictive norms.” But beyond different
journlistic approaches to this issue, it’s still a reality, just
take a look at Trump’s comments on immigration.

21. 21
Immigration
Immigration is another situation that
many Spanish-speakers, especially
Latinos must face today. Illegal immi-
grant families are streaming across
the border at record pace, according
to new Border Patrol statistics that
show more than 32,000 have been
caught trying to get into the U.S. dur-
ing the first half of 2016, according to
the Washington Times. However, the
general public and especially young
people think otherwise. The Pew
Research Center found that 75% of
the public says that undocumented
immigrants now living in the U.S.
should be allowed to stay legally if
certain requirements are met, while
23% say they should not. 76% of Mil-
lennials say immigrants strengthen
the country and with the Gen Z, the
balance goes 60% in favor and 49%
against it. Since fall, Democrats have
become somewhat more supportive
of a legal status for undocumented
immigrants, while Republicans have
become slightly less supportive. This
uncertainty will continue at least un-
til 2016 Presidential Elections.
Human Trafficking
Globally, the most common form of
human trafficking (79%) is sexual
exploitation (UNODC, 2015). The vic-
tims are predominantly women and
girls, and their origins are Latin. The
receptor countries are Singapore,
Japan and China. Labor traffick-
ing is also a reality, especially in the
U.S. where 56% are Hispanic. (ACF,
2015)

22. 22
Narco
Mexico is living a tough time in its fight against drug deal-
ing. Although Joaquín “El Chapo” Guzmán was arrested
for the second time, the dynamics of the drug war contin-
ues, especially when it has left more than 100.000 peo-
ple dead, as reported by the Huffington Post. Moreover,
Mexico’s panorama is still complicated given the high
levels of corruption with more than 15 governors ac-
cused of corruption since 2000.
Colombia is not far behind. Until last month, President
Juan Manuel Santos negotiated with the FARC the exit
of children from the armed conflict. However, the exist-
ence of other illegal groups keeps pushing Colombians,
who are not satisfy with their politics’ actions. Distrust is
greater than faith.
Inequality
According to the World Bank, people in Latin America
who make less than 4 dollars a day are considered poor
and represent 24% of the population. However, between
this segment and the middle class, there are the vulner-
able ones, those who make between 4 and 10 dollars a
day and are at great risk to fall into poverty at any time,
especially because of the constant economic crisis in
countries like Colombia, Argentina and Venezuela. The
decline of the local currencies caused by the rise of the
dollar have widen the chances to fall in vulnerability.
In Venezuela the situation is extreme. Due to the lack of
medicines and doctors in hospitals, the economic crisis
has resulted in a public health emergency that causes
the death of an incalculable number of Venezuelans. In-
ternational media reported the possible collapse of Nico-
las Maduro’s government.
A woman with the number “43” pained on her face participated in a
November march commemorating the students abducted from the city
of Iguala who have not been seen alive since. HP. Photo, AP
.

23. 23
FORECAST
10 Things to Watch for the
Spanish-Speaker Community

24. 24
FORECAST
1. Social Innovation
Given the high rates of inequality in regions like Latin
America, the innovation and business landscape will be
directed towards social issues. According to Fast Com-
pany, Latin America is ready for its own Occupy move-
ment, says Jose Manuel Moller—the founder of Algramo,
a startup that makes affordable staples like rice and de-
tergent available to poor, remote communities in Chile
via vending machines. A large millennial population and a
trend toward consumer empowerment in the region are
about to create fireworks for Latin America, he says.
2. Latino President in the U.S.
It’s not so far the day that the U.S. Will be ready for a
Latino president or at least, one with Hispanic roots and
a strong awareness of this community in the country.
Looking ahead, new Pew Research Center U.S. popula-
tion projections show that if current demographic trends
continue, future immigrants and their descendants will
be an even bigger source of population growth. Between
2015 and 2065, they are projected to account for 88%
of the U.S. population increase, or 103 million people, as
the nation grows to 441 million.
3. Mexico as Global Economy
The growth of Mexico’s economy is undeniable. The re-
cent agreement with South Korea is just a glimpse and
not the only one openning for economic growth. Mexico
is recieving gradually more international relations. Be-
tween Mexico and the UK, two goals have been decided:
the doubling of bilateral trade to $7bn, and achieving the
figure of half a million Britons travelling to Mexico yearly,
a number that, taking into account the importance of
tourism for the Mexican economy, has resulted in a wind-
fall of $17.5bn. (FT, 2015)
1
3 4
2

25. 25
4. Latin Entrepreneurs
The region is slowly changing its image thanks to a great
population of young Millennials and Gen Zs. Today, 60%
ofLatinAmericansofworkingageowntheirownbusiness
or work for a small company, and these initiatives are
expected to maintain their relevance in the Latin Ameri-
can labour market in 2016. Furthermore, with fewer op-
tions for landing a quality job, the youth are following this
trend with increasing frequency. In fact, within the past
four years, 19% of new businesses in Latin America and
the Caribbean were founded by someone under the age
of 35. (WB, 2016)
5. Hispanic Identity
Given the high population of Hispanics in the U.S., the
term Hispanic and Latino will have a wider meaning.
Aculturation combined with the desire to stay put in their
ancestors’ roots will lead the U.S. towards a new identity.
References, icons, myths, idols and leaders will mix Latin
culture and American cultures. The U.S. will become a
multicultural nation that speaks in Spanish.
6. Private Sector New Roles
Especially in Latin America, the region where most of
Spanish speakers reside, governments will start to re-
ceive more help from the private sector to overhaul
some issues. As Luis Arnal from Insitum projected, pri-
vate companies and entrepreneurs will take over a lot of
government functions spotlighting where design think-
ing and improved processes could better impact citizen
experience. (FC, 2015)
7. Local Apps Growth
The market of applications in Latin America, given the
fact that it is the region with the fastest rate of smart-
phone adoption globally, will grow as a consequence.
Apps like Tappsi and Biko keep growing thanks the fact
that more people use public transport and bikes, or oth-
ers like Tambero, the first free, web-based global system
for agriculture developed in Argentina that helps farmers
everywhere improve yields by enabling them to manage
animals and see comparative reports. (Ibid)
5
6
7

26. 26
8. Spanish Content Demand
As we saw in the first chapter, content in Spanish is gain-
ing more relevance in international broadcasting chan-
nels. The creation or production of material in Spanish
will go both ways: originated by native Spanish speakers
and non natives to the world. Spanish as a language will
cross the border of “culturally exotic” to demanded, es-
pecially in the business world.
9. A Shift in Education
Education in LatAm will experience a change, although
slowly. As a consequence of low education indexes both
in quantity of students and quality of the education, en-
treprises will start creating new job alternatives for the
young and creative and that don’t necessarily have a col-
lege degree. At least 27 million young people in the re-
gion currently work in informal employment, according
to the International Labour Organisation.
This implies poor working conditions, instability, low
wages and no social protection or rights. Another 20 mil-
lion neither work nor study. (TG, 2016)
10. Spain and the RAE
Thanks to the fact that Spanish unites more than 500
million speakers worlwide, the RAE (Spanish Real Acad-
emy) with origin and location in Spain, along with other
organizations and institutions of the Spanish language,
will converge in multiple actions to allow new uses of the
language. Spanish will be the reflection a multicultural
global identity supported by its own primal structure.
8
9
10

27. 27
GET AHEAD
Implications and Opportunities related
with hispanic speakers

28. 28
A new understanding of the Spanish audience from
their relationship with what they consider to be alien. The
Mexican who lives in London experiences what is foreign
differently than the one who actually lives in Mexico.
However, both are impacted by Mexican culture.
There are common values that traverse different
regions and impact the consumption habits of this
population (they are smart savvy). For people who speak
Spanish, the abundance of food is important. This hap-
pens in Madrid, Lima and L.A. This is why consumers are
always hunting discounts in an effort to find more quan-
tity with a lower price. These values should be found.
Historic conditions of Spanish-speakers in the
global workforce (in which they are not well-paid and /
or are destined to basic labors) relate them to the image
of hard workers, which is one of the values to be consid-
ered when studying this population.
Regarding aesthetics, it is very important to learn how
to follow which influences are shaping the market in
Spanish. This is mostly found in the design world (graph-
ic, interior design, architecture and so on.)
Have in mind that today, the world in Spanish ac-
cepts what is bilingual, because this group is starting
to see that in order to relate with the world, speaking
English is very important. Besides, second and third gen-
erations are influencing the use of Spanglish.
However, there is a trend positioning Spanish as a
referent within the Zeitgeist, https://www.youtube.
com/watch?v=O2_fnQO1Xjs. It will be necessary to
speak Spanish because businesses are also being done
in languages other than English or Mandarin.
Remember that part of the processes of consump-
tion of this group is related to their need to know and
be part of the novelty. This will cause that the appropria-
tion of technologies and categories happens even faster,
as long as they meet the conditions of pricing that this
group is looking for.
Native Spanish speakers who live in their countries
are in a constant crisis, which is part of their daily liv-
ing, as a result of social, economic and politic instabil-
ity. This creates a feeling of unity in which celebration is
wide, basic and constant and worries are less important
or just viewed as short-term circumstances.
Have in mind that the configuration of the middle
class in the region and in the medium term will be dif-
ferent than the one lived in the U.S. or Europe. “Me-Too”
products will have a high penetration in the region. These
are products and private label brands with a high influ-
ence of copycats. They will be relevant in the creation of
products and services with a Price point that is related to
local realities such as Inequality.

29. 29
IMAGE SOURCES
Icons from the Noun Project
https://thenounproject.com/
earth icon by Martin Chapman Fromm
books icon by Jakub Caja
trophy icon by Leif Michelsen
internet icon by Gustav Salomonsson
person icon by Giovanni Tagliente
immigrants icon by Yosef
home icon by Viktor Vorobyev
http://algramo.com/en/
http://blog.smart.cl/lo-mas-leido-de-la-semana-blim-marte-y-movistar-chile/
http://www.telegraph.co.uk/news/uknews/prince-charles/11204378/Prince-Charles-and-
the-Mexican-city-with-more-pasties-than-Cornwall.html
http://creciendoenhelios.weebly.com/
http://www.tadgp.com/component/k2/item/149-donald-trump-for-u-s-president
http://www.neondesertmusicfestival.com/
http://tecno2116.blogspot.mx/2009_11_01_archive.html
http://whatsupic.com/life-culture-mexico/1435727872.html
http://peoplesguidetomaricopa2.blogspot.mx/2013/12/unite-here-local-631.html
http://ftransformaespana.es/los-proyectos/talent-tech
http://latino.foxnews.com/latino/politics/2013/11/09/julian-castro-san-antonio-mayor-
rules-out-2016-presidential-bid/
http://avuelapluma.es/category/opinion/goyo-tovar/
https://twitter.com/cdperiodismo/status/710621341863583748
http://hola-arkansas.com/what-would-it-cost-to-deport-11-3-million-immigrants/
https://www.pinterest.com/pin/139048707221574206/
https://www.tambero.com/
http://www.ebay.fr/itm/PARADISE-BIRDS-WALLPAPER-NATURAL-BLACK-COLOURS-
FEATURE-WALL-HIGH-QUALITY-/401024552003
http://www.designtrends.com/graphic-web/patterns/leaf-pattern.html
https://www.pinterest.com/explore/tropical-pattern/

30. 30
2016 Bautista Global Group Inc