The Latino vote: Groundbreaking New Hispanic Survey

With South Carolina Governor Nikki Haley’s recent endorsement of Marco Rubio, and the Nevada caucus around the corner, I am excited to share with you the results of a groundbreaking study “The Latino Vote“, that Burson Latino, our firm’s Hispanic practice, recently conducted across the Latino registered voter population. We noticed a distinct lack of information on how Latinos view the upcoming U.S. presidential election and the issues that the next president will have to address.  We examined how Latinos viewed the candidates and issues as we head into the Nevada caucuses, a state with a substantial Latino population.

The results of this nationwide poll were certainly intriguing – and we were surprised ourselves to find:

  • Latino registered voters nationwide are strongly in favor of U.S. Senator Marco Rubio (R-FL) and former U.S. Secretary of State Hillary Clinton.
    • Rubio takes an 11-point lead over a Donald Trump and Ted Cruz tie; Hillary Clinton leads by 35 points over Bernie Sanders.
  • Independent voters could hold a huge surprise in the coming months.
    • Of those who said they were independents nearly 49 percent of them said they would support one of the two Democratic candidates. Nearly 28 percent of these independent voters said they would vote for one of the Republican candidates.
    • This leaves a sizable swing segment among Latino voters that could cause surprises. Their support could influence the candidates’ primary results in the coming months, but could also prove to affect the general election in November.
  • No single issue can define the race among Latinos.
    • Education and the economy are the dominant issues of importance. Regardless of party affiliation, education and the economy were the two most important issues to Latino voters.
    • Additionally, Latinos favor health insurance coverage for all. A broad majority of Latino Democrats (87 percent) and independents (73 percent) said that health insurance coverage for all was an important issue. A narrow majority of Latino Republicans (52 percent) agreed with this view.
    • However, social issues lack traction among Latinos. Abortion (50 percent Democrat and Republican), gay marriage (42 percent Democrat, 28 percent Republican) and legalization of marijuana (33 percent Democrat, 23 percent Republican) were all rated of relatively low importance to Latino voters in the study.
    • Immigration and border control take a backseat to economic issues. New job creation, job security and the ability to receive a raise all ranked much higher in importance than immigration policy and the potential of a wall being built on the U.S.-Mexico border.

This survey, The Latino Vote: Surprising Sentiments on Issues and Candidates, represents the kind of innovative, forward thinking for which Burson Latino stands. It was conducted in collaboration with Research Now, New American Dimensions and the Center for Multicultural Science.

The Latino Vote: Surprising Sentiments on Candidates and Issues a Burson Latino Survey.

I invite you to take a look at the hispanic survey results here, and look forward to sharing more on our Burson Latino efforts as Latinos continue to shape and influence the fabric of the United States.

Un abrazo,

Jorge

Posted by Jorge Ortega

Jorge Ortega joins 2016 Hispanicize Advisory Board

Jorge Ortega, Executive Vice President and Burson Latino lead at Burson-Marsteller Miami, has joined the Hispanicize 2016 national advisory board. Ortega joins a prestigious group of professionals, including senior executives and influencers from the nation’s leading U.S. Hispanic brands, marketing agencies, digital content creators, journalism, Latin music and film industries.

“It is an honor to work with Hispanicize CEO Manny Ruiz and together with my peers advise on such an important event for the Hispanic marketing industry,” said Ortega. “I look forward to this event every year, and as I lead Burson Latino, I am thrilled to take on a larger role for 2016.”

Hispanicize is now in its seventh year, and is the largest annual event for Latino trendsetters and newsmakers in digital content creation, journalism, marketing, entertainment and tech entrepreneurship. Hispanicize 2016 is expected to gather more than 3,000 of the nation’s most influential Latino professionals from the industries of digital content creation, journalism, music, marketing, film and business over five days in April.

Based in Miami and lead by Ortega, Burson Latino is activated nationwide through Burson-Marsteller’s expansive network of offices to help companies connect with the US Hispanic market through culturally competent communications. The practice is comprised of a team of dedicated professionals who understand the intricacies and diversity of the Hispanic market in order to better serve Burson-Marsteller’s clients.

For more information about Burson Latino, please contact Jorge Ortega at Jorge.ortega@bm.com.

Hispanic Market Perspectives from Burson-Marsteller

Hispanic Heritage Month celebrations are winding down, but there is no slowing the influence of a population that is reshaping today’s America. Is your brand resonating with Hispanic Market consumers?

Fifty-four million strong, Hispanics make up 17 percent of the U.S. population and represent $1.4 trillion in spending power. Fifty-thousand Hispanics turn 18 and become eligible to vote each month, and two Hispanic candidates are vying for the 2016 Republican presidential nomination. There is no denying the impact Hispanics have on the U.S. economy and society.

Hispanic Market is no longer a niche

A comparison was drawn during a recent interview* about the economic force of Hispanics in the U.S., relating the rise in Hispanic purchasing power to the fundamental demographic change that began in the late 1970s when marketers realized women were making 70 percent of all purchase decisions in homes. With the growth in Hispanic spending, marketing to this population is no longer a niche and marketers are once again redefining a new mainstream.

Companies that are successfully engaging with Hispanic consumers leverage evidence-based research to understand the market and cultural trends of this diverse population:

  • Hispanics are the most tech savvy and socially connected group in America
  • English-as-first-language Hispanic Millennials embody more of what marketers describe as “Millennial” behavior – digital, liberal, political, worldly and curious
  • English and Spanish are spoken in 35 percent of Hispanic homes; 22 percent of Hispanics speak only one language
  • By 2030, the Hispanic electorate will grow 40 percent
  • Large populations of different nationalities reside in specific U.S. markets; e.g., 78 percent of Hispanics in Los Angeles are Mexican, more than half of Hispanics in Miami are Cuban

Understanding the Value of Marketing to Hispanics

To learn more about Hispanic market trends, culture and how best to engage with Hispanic consumers, contact Jorge Ortega, Burson Latino Leader.

 * Sol Trujillo, WPP Board Member interview with Burson Latino on Oct. 6, 2015

Inside Burson-Marsteller: Get to Know Us

Meet Abril Barba, our Brand Comm and Burson Latino Manager, whose Hispanic flair and slight pop culture addiction only enhances the outstanding communications efforts she leads for our clients.

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Abril Barba, Brand Comm and Burson Latino Manager

Born in fast-paced New York and currently residing in Latino-centric Miami, it’s safe to say that rush hour and Fashion Week are second nature to Abril Barba. Fascinated by pop culture and the red carpet, it’s no surprise she graduated Cum Laude from the University of Miami, specializing in Broadcast Journalism with a Bachelor’s of Science in Communications. In addition to her Spanish/Cuban roots and innate love for Miami, she also obtained a second degree in Spanish and worked as a part-time Producer for Noticiero Univision at the Univision Network.

Part of the Burson-Marsteller Miami family since 1997, Abril has successfully worked for top-tier global brands such as IKEA, Coca-Cola, Club Med, Perry Ellis International, Bacardi Limited, Baxter, HCA, Accenture, Barnes & Noble and many more. With a niche for all things luxe, she has also coordinated events for a number of prestigious clients such as the Latin GRAMMY Awards and Cartier. As part of her role within Burson Latino, she has established strong relationships with U.S. Hispanic media outlets nationwide and managed communications campaigns for a vast number of clients throughout her career at B-M including Gatorade, Avon, UnitedHealthcare, Lincoln, and  Similac.

Abril currently spearheads all communication efforts for IKEA’s expansion in the U.S. and continues to specialize in U.S. Hispanic media relations and event management, whole-heartedly embodying the Burson Latino brand. Dedication, determination and overall professionalism are just some of the many attributes that encompass Abril’s work ethic, making her the epitome of a PR professional. Today, 20 years later, she continues to put the pizazz in PR, and is an amazing mentor who leads by example.