Links to CWR Advisors & Experts
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CWR College Funding BrainTrust
John Crowley
Senior Director, Strategic Partnerships
The National Society of Collegiate Scholars
CWR Security Focus
John J. Enright
President
Enright and Associates, Inc.
CWR College Funding BrainTrust
Tara Goodfellow
President
Athena Educational Consultants, Inc.
Success Language - Interpersonal
Skills for Workplace and Life Sylvia Henderson, CEO
Springboard Training
Breaking the Cycle
Dr. Jeanne King, Ph.D.
Partners In Prevention
The Maginley Report Matt Maginley
President
Enterprise Cable Networks
Sheryl's Success Strategies Sheryl Nicholson, CSP
Speaker, Author, Trainer
www.sheryl.com
CWR Career Zone
Terry Pile, GCDF
Principal/Senior Consultant
Career Advisors
www.careeradvisorsonline.com
Relationships TNT
Alduan Tartt, Ph.D.
Psychologist, Author, Relationship Expert, and Professional Speaker
www.drtartt.com
Relationships TNT
J Thurman
Relationship Guru, Author, Speaker, and Writing Consultant
The CWR Legal Advisor
Jermaine A. Wyrick, P.L.L.C.
Attorney-at-Law
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Inside Hispanic America
By Claudia Goffan
targetlatino.com
 What is life like in America for Hispanic Americans? What are their thoughts and concerns about family, employment, education, religion, opportunities, and healthcare? We asked Claudia Goffan, founder of Target Latino, an Atlanta based marketing and consulting firm specializing in the Hispanic market, to provide our readers with her own views from inside Hispanic America. Here is our interview:
Q. Could you give us an inside look at Hispanic or Latino life?
A. To fully understand the Hispanic market, you need to analyze
it by country of origin, level of acculturation, age, sex, marital status and educational level.
Although some generalizations can be made, they have to be understood as such
and not as an answer to comprehending the culture.
Let's talk abut some of the generalizations about the Hispanic culture.
The very first one that comes to mind is about family being the first priority,
the children are celebrated and sheltered and the wife usually fulfills a
domestic role.
Hispanics have a long Roman Catholic tradition and this usually
implies quite a fatalistic outlook where destiny is in the hands of God.
Latin American educational system is based on emphasis on the
theoretical, memorization and a rigid and very broad curriculum. It follows the
French schooling system and it translates into people who are generalists and
look at the big picture as opposed to specialists, like in the U.S.
Hispanics are highly nationalistic, very proud of long history
and traditions.
Hispanics have difficulty separating work and personal
relationships and are sensitive to differences of opinion. Hispanics fear loss
of face, especially publicly and shun confrontation, where truth is tempered by
the need for diplomacy. Title and position are more important than money in the
eyes of Hispanic society. Etiquette and manners are seen as a measure of
breeding and it follows an "old world" formality.
Dress and grooming are status symbols whereas in the U.S.
appearance is secondary to performance. The aesthetic side of life is important
even at work.
Q. Tell us about the purchasing power of the U.S. Hispanics?
A. According to the University of Georgia's Selig Center for
Economic Growth in 2004 the nation's largest minority group controlled $686
billion in spending. The community's purchasing power comprises the world's
ninth biggest economy and it's larger than the GNP of Brazil, Spain or Mexico.
Hispanic purchasing power is projected to reach as much as $1 trillion by next
year (2010) being the main drivers of the surge in Hispanic consumer influence
the increasing education levels, labor force composition, household
characteristics and accumulation of wealth. The fastest-growing occupational
categories for Hispanics are higher paying managerial and professional jobs.
Q. What about Hispanics' Healthcare Access?
A. I will quote a new analysis by the Pew Hispanic Center that
indicates that six-in-ten Hispanic adults living in the United States who are
neither citizens nor legal permanent residents lack health insurance.
According to this same study, the share of
uninsured among this group (60%) is much higher than the share of uninsured
among Latino adults who are legal permanent residents or citizens (28%), or
among the adult population of the United States (17%). Hispanic adults who are
neither citizens nor legal permanent residents tend to be younger and healthier
than the adult U.S. population and are less likely than other groups to have a
regular health care provider. Just 57%
say there is a place they usually go when they are sick or need
advice about their health, compared with 76% of Latino adults who are citizens
or legal permanent residents and 83% of the adult U.S. population.
Overall, four-in-ten (41%) non-citizen, non-legal permanent
resident Hispanics state that their usual provider is a community clinic or
health center. These centers are designed primarily as "safety nets" for
vulnerable populations and are funded by a variety of sources, including the
federal government, state governments and private foundations, as well as
reimbursements from patients, based upon a sliding scale (U.S. Department of
Health and Human Services, 2008).
The study also reports that some 37% of Latino adults who are
neither citizens nor legal permanent residents have no usual health care
provider. More than one-fourth (28%) of the people in this group indicate that
financial limitations prevent them from having a usual provider - 17% report
that their lack of insurance is the primary reason, while 12% cite high medical
costs in general. However, a majority (56%) say they do not have a usual
provider because they simply do not need one. An additional 5% state that
difficulty in navigating the U.S. health care system prevents them from having
a usual provider.
According to Pew Hispanic Center estimates, 11.9 million
undocumented immigrants were living in the U.S. in 2008. Three-quarters (76%)
of these undocumented immigrants were Latinos.
Regarding health status, the study reports that the Latino
population in the U.S. is relatively young, and Latino adults who are neither
citizens nor legal permanent residents are younger still. Some 43% of adult Latinos
who are not citizens or legal permanent residents are younger than age 30,
compared with 27% of Hispanic adults who are citizens or legal permanent
residents and 22% of the adult U.S. population.
The youthfulness of this population contributes to its relative
healthiness.
About the Hispanic experiences in the Health Care System, the
Pew reports that three-fourths (76%) of Latino adults who are neither citizens
nor legal permanent residents report that the quality of medical care they
received in the past year was excellent or good. This is similar to the
proportion of adult Latino citizens and legal permanent residents (78%) who
express satisfaction with their recent health care.
However, when asked a separate question - whether they had
received any poor medical treatment in the past five years - adult Latinos who
are neither citizens nor legal permanent residents are less likely (16%) to
report any problems than are Latinos who are citizens or legal permanent
residents (24%).
Among those Latinos who are neither citizens nor legal permanent
residents who report receiving poor medical treatment in the past five years, a
plurality (46%) state that they believed their accent or the way they spoke
English contributed to that poor care. A similar share (43%) believed that
their inability to pay for care contributed to their poor treatment. More than
one-third (37%) felt that their race or ethnicity played a part in their poor
care, and one-fourth (25%) attributed the unsatisfactory treatment to something
in their medical history.
Q. What is the difference in viewpoint between young Hispanics
or Latinos born and raised in the United States, and their older parents or
grandparents who migrated to the U.S. from other countries?
A. The one difference that applies to all
Latinos existent between non and semi-acculturated Hispanics and
fully-acculturated or U.S. born Hispanics (young or old) is that whereas the
non and semi-acculturated Latinos are trying to learn how to navigate the
American culture, the U.S. born Hispanics or fully-acculturated know how to
navigate the American culture and "learn" to navigate the Hispanic one from
their family.
Q. Who are people on the rise in the Hispanic or Latino
community that may become corporate leaders, or the next Sonia Sotomayor?
A. There are many Hispanics on the rise in every walk of life in
the United States. Some people may not even notice of their Hispanic background
because it usually comes to light when there are political issues at stake. For
example, a currently retired doctor that was the Director of Cardiology of the
St. Joseph's Hospital in Atlanta was originally from Argentina. The creative
that many years ago came up with the successful campaign for a drug that put
the country to sleep is a Nuyorican (Puerto Rican born in New York).
Regarding known Latinos on the rise, you may want to keep an eye
on Christine Arguello, Judge, U.S. District Court, Colorado; Emiliano Calemzuk,
President, Fox Television Studios; Ignacia Moreno, Counsel, Corporate
Environmental Programs, General Electric Company; Esther Salas, U.S. Magistrate
Judge, District of New Jersey; Thomas Saenz, President and General Counsel,
Mexican American Legal Defense and Educational Fund (MALDEF); Hilda Solis,
Secretary of Labor; Rosa Gumatatotao Rios, United States Treasurer; Elena Rios,
President & CEO, National Hispanic Medical Foundation; Enrique Conterno;
President, Eli Lilly, USA and Edward Chavez, Justice, the State of New Mexico
Supreme Court, among many others.
Q. What should everyone know about Hispanics or Latinos?
A. The first thing that comes to mind is the very little known
fact that 6 out of 10 Latinos are U.S. born.
The second one is that the younger the generation, the higher the
percentage of Hispanics in it. It is imperative to understand the new U.S.
demographics when developing business strategies, city planning, new products,
etc.
About Claudia Goffan: Recognized as an expert in Latino Marketing by CNN en Espaņol,
Claudia has been featured in Adweek, Hispanic Business, Univision, Telemundo
and other national and international media.
A native from Buenos Aires, Argentina, Claudia has been very influential in the
Hispanic markets in the U.S. and Latin America - both from a business and a
community standpoint - always with outstanding results. Claudia has contributed
to companies such as, The Occasions Group, The Taylor Corporation, El Banco de
Nuestra Comunidad (A division of SunTrust Bank), XEROX, AT&T, BellSouth,
Citibank, Papa John's, Liberty Mutual, British Telecom, Gold's Gym, Sherwin
Williams, and Verizon, among others.
A motivator, strategic and hands-on,
innovative, creative and resourceful. It has been said that her humor and
presence immediately captivate audiences. She has an MBA from the University of
Buenos Aires, Argentina and from the University of California, Los Angeles
(UCLA), and more than 20 years specializing in Marketing and Strategic Planning
both internationally and domestically. She is bilingual and bicultural in
English and Spanish and fluent in Portuguese, French, and Italian.
About
Target Latino: Target Latino was founded in 2003, with a vision
unparalleled at the time - to show American companies the importance of the
U.S. Hispanic market - not by preaching but by acting. Target Latino is a marketing consulting firm
specializing in the Hispanic market. We
increase the effectiveness of our clients marketing and advertising dollars by
creating innovative approaches to acquire and retain Hispanic
customers. We have a long standing
experience of driving
results in tough economic times.
Target Latino is minority owned, and a percentage of the proceeds go to
different charity causes.
Contact Information:
CLAUDIA GOFFAN
6899 Vic-Ar Road
Atlanta, Georgia 30360
770-891-7510
targetlatino.com
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The opinions expressed within The College World Reporter by writers not associated with Donell Edwards Media, are those of the writers, and are not necessarily shared by the publisher. The items contained herein are provided for general information purposes only. Readers should not rely solely on this information, but should do their own research. This ezine may contain links to websites that are created and maintained by other organizations. Donell Edwards Media does not necessarily endorse the views expressed on these websites, nor does it guarantee the accuracy or completeness of any information presented there.
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