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Latinas rely heavily on family contacts and community word-of-mouth for healthcare information and product recommendations; healthcare providers a close second

This age group prefers English-language healthcare information

Vast majority have health insurance through employer or spouse, increasing their purchasing power for healthcare products, services

A new national survey commissioned by Cultur Health shows healthcare marketers should target insured Hispanic women ages 25-35. These young Latinas, representing a rapidly growing Hispanic demographic, are key healthcare gatekeepers - managing their own health needs and frequently those of their families, parents, grandparents and other relatives as well. Companies can receive a full copy of the survey report and a free Hispanic communications consultation by sending a request to info@culturhealth.com.

Cultur Health, the Hispanic healthcare communications service of the vox collective and Cooney/Waters Group, commissioned the survey among employed Latina women age 25 to 35 to uncover key insights to inform healthcare communications platforms targeting Hispanics. READ MORE

For the first time, there are more black, Hispanic and other minority babies being born in the United States than white babies, according to government data released on Thursday that confirm a long-growing trend.

U.S. Census Bureau data show the United States is on its way to becoming "majority minority," with almost half of all young children currently from minority groups, including Hispanic, black and Asian.

As of July 1, 2011, 50.4 percent of babies younger than age 1 were minorities or of more than one race, up from 49.5 percent in 2010, the data showed.

Among children younger than age 5, 49.7 percent were a minority or mixed race last year, up from 49.0 percent in 2010, according to the agency, which tracks the U.S. population.

While the country has long been on course to see whites lose their majority, the latest figures make it clear that the next generations of Americans will look far different than today.

The figures are also likely to reignite debate over what it means to be an American in an election year where race, poverty and immigration are emotional campaign issues.

The 197.5 million whites of all ages in the United States still make up nearly two-thirds of the nation, the Census Bureau said. Its data show 36.6 percent of the U.S. population were minorities in 2011 compared to 36.1 percent in 2010.

Some experts on race and ethnicity say current immigrants are far less likely to "melt" into U.S. culture, while others say today's minorities may soon see their heritage blend as whites did. Generations ago there were not "whites" but European groups that were identified as Irish, German, Italian and Greek, among others. READ MORE

Her husband always pressured her to go the doctor. But she kept postponing her check-ups, maybe because she was afraid of getting bad news.

Finally, to placate her husband, Reyes Cabrera agreed to go to a clinic. And the nightmare she had feared came true. Last January she got a notice in the mail with the diagnosis that she had severe breast cancer and that there is also evidence that she had cervical cancer developing in her ovaries.

"This has been very hard for me. In March I had to have a mastectomy and then I had to have months of radiation and chemotherapy. There have been days when I thought I couldn’t take any more," says Reyes in a weak voice.

Reyes, who is originally from Michoacan but has lived for close to 20 years near San Jose, Calif., adds that her ordeal has not yet come to an end.

"Soon I will do more tests to determine the cause of the cancer because there is no history of the disease in my family. The doctors have said it is very possible that it might have started with me and, if appropriate, I will have my uterus and ovaries removed," she says in a distressed voice.

The only thing that’s given her strength is her family, says Reyes, who is 38 and a mother of four. "My husband has been very good to me; he has been my great support. If it weren’t for him, I wouldn’t have gotten the test. From the beginning he told me he wouldn’t leave me alone and he hasn’t. My children, who are 19, 16, 9 and 3 years old, have also helped me a lot to keep going," the young woman says. READ MORE

ALTHOUGH the word “upfront” is English rather than Spanish, the broadcast networks and cable channels that aim programming at Hispanic viewers are again increasing their presence during the annual television upfront week.

There are nine presentations scheduled this week to brief advertisers on programming plans for the 2012-13 season (and yes, also woo them with shrimp and adult beverages). Last May, during the upfront week that preceded the 2011-12 season, there were five such presentations.

The reason for the higher profile this upfront week is the growing interest among advertisers in reaching Hispanic consumers in light of the results of the 2010 census, which found that the Hispanic population had surpassed the 50 million mark. More demand among advertisers to reach Spanish-speaking consumers — and those acculturated Hispanics who are bilingual or speak English — means more efforts by media companies to sell commercial time during shows those consumers watch. READ MORE

For Immediate Release

May 15, 2012  

Media Contacts: Lisa Hernandez, lhernandez@ccc.edu

(773) 593-5472

Chicago Mother and Daughter Celebrated Mother’s Day Weekend
by Graduating from College

Mother Completes Associate’s Degree at City Colleges of Chicago
While Daughter Completes Bachelor’s Degree

Chicago – When Lupe Cotto was laid off at age 50 and decided to go back to college to retrain, she never imagined she would have a Mother’s Day like this one. Lupe graduated on Saturday from Daley College, one of the seven City Colleges of Chicago, only one day after her own daughter, Nicole, graduated with a bachelor’s degree from Loyola University.

The mother-daughter team supported each other through the ups and downs of college, including frantic 2 a.m. phone calls when challenging homework and grueling finals schedules were getting the best of them. They have inspired each other by studying together and strategizing about solutions to their challenging projects.

Lupe, a mother of three, knew she needed to gain new skills before she could re-enter the workforce after a devastating layoff from an administrative job she had held for nine years. She began taking a few courses in Daley’s continuing education program and, with the support of her daughter, made the decision to study for her certification and associate degree in accounting.  She saved up to $40,000 by taking her first two years of college at City Colleges of Chicago.

“We are really happy having gone through this experience together, and we couldn’t have done it without each other,” says Lupe Cotto, mother and graduating member of the City Colleges of Chicago Class of 2012. “I was nervous about going to school at my age, but my daughter was there at every step to support me and we worked hard together to achieve our goals.”

Lupe was among the 3,300 students that graduated from City Colleges on Saturday, May 12^th, an increase of 800 from 2011 and double the number of graduates a decade ago. The expected record number of graduates in 2012 is due in part to CCC’s Reinvention initiative, which places new emphasis on encouraging timely completion of a degree. The number of advisors at City Colleges already has been doubled, bringing the advisor-student ratio from 920:1 to 450:1 and helping ensure students have clearly defined academic and professional goals.

Lupe plans to attend one of three local universities where she will complete a Bachelor’s Degree in accounting and, afterwards, she hopes to open her own business. Nicole received a Bachelor’s Degree in anthropology and has begun researching out-of-state institutions to continue her graduate studies in anthropology. She dreams of serving as a catalyst for social justice in underdeveloped countries.

“Graduation is a huge milestone for us,” says Nicole, 21. “We really are each other’s inspiration.”

About City Colleges of Chicago

The City Colleges of Chicago (CCC) is the largest community college system in Illinois and one of the largest in the nation, with 5,800 faculty and staff serving 120,000 students annually at seven campuses and six satellite sites city-wide. The City Colleges of Chicago is in the midst of a Reinvention, a collaborative effort to review and revise CCC programs and practices to ensure students leave CCC college-ready, career-ready and prepared to pursue their life's goals.

The City Colleges of Chicago includes seven colleges:  Richard J. Daley College, Kennedy-King College, Malcolm X College, Olive-Harvey College, Harry S Truman College, Harold Washington College and Wilbur Wright College. The system also oversees the Washburne Culinary Institute, the French Pastry School, two restaurants, five Child Development Centers, the Center for Distance Learning, the Workforce Institute, the public broadcast station WYCC-TV Channel 20 and radio station WKKC-FM 89.3.  For more information about City Colleges of Chicago, call: (773) COLLEGE or visit www.ccc.edu.

There is a growing necessity for brand marketers to provide culturally relevant content and messaging that specifically targets US Hispanics. In fact, Nielsen’s recent study, The Hispanic Market Imperative – clearly states that Hispanics are the largest immigrant group to exhibit significant sustainability of their culture and are not disappearing into the American melting pot. Now that we have confirmed that cultural sustainability matters to US Hispanics, companies must become more educated about the Latino community not just as consumers – but more importantly, as people and the identity we represent as a diverse community. They must recognize that Hispanics buy brands that empower their cultural relevancy.

“Studies show that embracing American culture does not strip Hispanics of their heritage or render them susceptible only to mainstream marketing influences,” says Armando Azarloza, president of The Axis Agency, a leading national multicultural marketing agency that focuses on the importance of tapping cultural movements. Hispanics in America are growing tired of being the target of new marketing campaigns by brands that are not creating cultural connectivity. In fact, Latinos are more likely to turn away from brands that are only interested in selling to them, rather than empowering their cultural relevancy. Hispanics are more inclined to build trustworthy relationships with people and companies that take the time to understand who we are and what we represent morally, ethically and culturally. The Hispanic market can no longer be viewed as a short-term expense, but rather should be approached as a strategic long-term investment. READ MORE

Blanca Pagan works in banking. Sarah Corona owns a Cuban restaurant, and her husband, Jesus Corona, owns a construction company.

Pagan came from Puerto Rico with her boyfriend in 1995 to find a better life before they could start a family. The Coronas came from Cuba.

Today, they have families and are preparing their children for productive lives here.

This is the future of America.

The rapidly growing Hispanic population has become, and is expected to be, an even greater force in the U.S. economy.

In response to the growth of Hispanic population, retailers in recent years have started catering to Hispanics, said Jim Farrell, assistant professor of finance and economics at Florida Southern College's Barney Barnett School of Business and Free Enterprise.

Many are including aisles with Hispanic foods, targeting that market in advertising, and using more Latino actors and actresses in commercials.

Because Hispanic households tend to be larger, their shopping budgets tend to be bigger. READ MORE

According to the Center for Disease Control, one in eight kidney patients are Latino and are at risk for Type 2 diabetes.

Victor Valle, 44, has to check his blood glucose levels several times a day.

Not only that, he's at the mercy of taking more than a dozen medications to control his Type 2 diabetes.

His vision is one of many things he's losing, now that his diabetes has damaged his kidneys.

Dr. James Cevallos says Latinos are not only more prone to developing Type 2 diabetes but according to the Center for Disease Control, 1 in 8 kidney failure patients, are Latino.

He also says elevated sugars caused by diabetes damage the kidney's filtering system.

"Many people who have diabetes will not even have symptoms of kidney disease until it's too late," said Cevallos. "When it's too late the only options are kidney transplants or dialysis." READ MORE

In high school, Candace de León-Zepeda was working in her family's tire shop. Patricia Portales was preparing to become a secretary. Margaret Cantú-Sánchez was college-bound but already cognizant of the lack of Latino representation in books.

Against many odds, all three will get what one of their mentors described as “a little papelito,” a precious piece of paper, that will open doors to the academy.

Today they'll receive their doctoral degrees in English from the University of Texas at San Antonio.

They're anomalies. While the nation has almost 50 million Latinos, according to 2011 census data, it can boast only 174,000 who have Ph.D.s, less than 1 percent of all Latinos of all races.

The number remains low even though Latinos account for 14 percent of those in higher education, said Deborah Santiago of the Washington-based Excelencia in Education, whose mission is to accelerate higher-education attainment among Latinos.

“It's clear Latinos are primed and ready to go,” she said. READ MORE

The video game industry is ever expanding and according to an article by The New York Times’ Nick Bolton, will reach $112 billion in consumer spending money by the year 2015.

Blizzard’s World of Warcraft alone nets millions of dollars a month in pure profit. The game costs $15 per month for each of the 12 million users to play, on top of the original cost of the game software. As one can imagine, Blizzard is not wanting for cash. However, not all games are as popular or profitable as World of Warcraft.

With new games constantly emerging and different games trending every week, competition in the industry is tough. Action, adventure, logic — the list of genres goes on and on. There are so many online games to choose from, it seems every group, large or small, needs to be individually and specifically targeted.

Take Latina youth, for example.

Girls from Latinitas, a nonprofit media and technology club in Southwest Texas, were surveyed about their preferences on gaming. An overwhelming majority responded that they enjoyed playing games from Cool Math. In fact, math and puzzle games seemed to be a popular choice no matter the game’s source.

The girls are interested in games which help them grow as students. Gaming companies might want to consider creating more educational math and puzzle games if the plan is to reach a Latina youth audience. READ MORE

As a member of the Spanish-language media for years, I am familiar with the occasional demand to “speak English.” Well, in fact, the fastest-growing segment of the Latino population is doing precisely that. Media businesses are deploying the all-American strategy of reaching out to an emerging market with strong buying power, and they’re doing it, naturalmente, in English.

In the last two weeks, major media companies have launched or made public efforts to tap into English-speaking and culturally integrated Latinos nationwide. On May 1, the magazine Cosmopolitan for Latinas was introduced across the country with great fanfare. And last Tuesday, media giants Univision and ABC announced joint plans to unveil a 24-hour news channel in English for Latinos in 2013, with a matching website scheduled to go live this summer. READ MORE

Supporters of the controversial Keystone XL pipeline are now billing it as a top political issue for Hispanic voters — the latest bid to spur the administration’s approval of the project.

On Tuesday, the American Petroleum Institute joined with the Hispanic Leadership Fund to call for President Barack Obama to issue a cross-border permit allowing construction of the pipeline that would connect oil sands projects in Alberta, Canada with refineries along the Gulf Coast.

“At a time like now where our country is hurting economically… this is something that is important to our members from a jobs perspective,” said Mario Lopez, president of the Hispanic Leadership Fund. “Even in the states where the pipeline doesn’t pass through, a number of studies have shown the number of jobs that would be created are significant.”

“Latinos have been especially hurt by the economic downturn,” Lopez added, noting that the unemployment rate among Hispanics is hovering about 1 to 2 points higher than the national average.

Marty Durbin, API’s executive vice president, added that the project would put thousands of skilled workers to work almost immediately. READ MORE

The Alabama Hispanic population has had a nearly 150 percent increase in the last decade, according to a report from Auburn University at Montgomery's Center for Demographic Research.

Using Census data from 2010, the report examined the demographic and socio-economic characteristics and health conditions of the state's Hispanics in comparison to non-Hispanics.

Although there was a sharp increase in the Hispanic population, Hispanics only account for 3.9 percent of the state's population. The report found Alabama's Hispanics originate from from more than 15 countries, though 66.2 percent are of Mexican origin.

The report does not include information on population changes that may have occurred since Alabama's immigration law, HB 56, was passed. READ MORE

The Latino Coalition, the leading Latino non-profit small business organization founded in 1995 with a commitment of building communities and partnerships for a stronger America, announced today that U.S. Senator Marco Rubio of Florida will provide a keynote address and receive the annual Tributo Award at its Annual Economic Summit to be held at Noon on Wednesday, May 23 at the U.S. Chamber of Commerce building at 1615 H Street, NW, Washington, DC 20062.

The event, held during National Small Business Week (occurring May 20-26 this year), will focus on procurement, business development, and trade opportunities. Each year The Latino Coalition's Annual Economic Summit attracts a who's who of U.S. policymakers and national business leaders as well as hundreds of Latino small business owners from across the country.

"Senator Rubio has emerged in the U.S. Senate as an honest, thoughtful and steady voice for small businesspeople across the nation," said Hector V. Barreto, The Latino Coalition's Chairman and the former Administrator of the U.S. Small Business Administration (2001-2006). "His track record of work in Congress and his remarkable personal story serve as inspiration for all Americans and a reminder of the great opportunity America has provided to millions of Latinos. He knows that policies affecting small businesses are critically important to our nation's ability to strengthen the economy and create jobs." READ MORE

A former president of the University of Arizona pleaded with Mitt Romney on Friday to support some version of the Dream Act to give "a glimmer of hope" to college students who are not in the United States legally.

"They're bright. They can help carry this country forward," Manuel Pacheco told the Republican presidential candidate during a round-table discussion with Latino business leaders in Tempe. "I think it would be a shame to lose that particular talent that they bring."

Romney listened politely, nodding, as Pacheco pushed him to effectively change his strong opposition to the Dream Act, which would provide a path to citizenship for undocumented college students. Romney, who took a hard line on immigration issues in the Republican primary, has said he would veto the Dream Act if it were passed while he was president.

When Pacheco finished speaking, Romney smiled and said: "Thank you! Appreciate that! Thank you." He then turned to the next participant and did not discuss the matter further.

Eight people took part in the discussion at the Arizona Historical Society Museum. Most of the talk hinged on ways to improve the business climate, and Romney participated more enthusiastically in those discussions, asking detailed questions of most speakers.

At times he appeared to revert to his role as chief executive of Bain Capital, the Boston-based financial services firm, as when he demanded of a business owner complaining about his taxes, "Are you an LLC or a Sub-S?" (He was referring to different legal categories of companies.) READ MORE

MIAMI, May 7, 2012 /PRNewswire via COMTEX/ -- Latin Trade Group in partnership with the Inter-American Development Bank will hold the first annual Trade Americas Expo: Creating an Environment for Business Opportunities in the Hemisphere, June 12-13 at the Intercontinental Hotel in Miami.

Trade Americas Expo is a premier conference for small-and-medium-sized North American executives interested in learning about the growth opportunities and risks when trading with Mexico, Central and South America and Caribbean markets.

Trade Americas is a business-focused educational conference on trade and investment in Latin America, providing presentations, networking and exhibits. This two-day event is designed to provide a close look at how to effectively expand into this market.

Latin America has emerged following years of political and financial tumult as one of the fastest growing regions in the world. It has become an increasingly desirable trading partner for countries and companies around the globe, as well as a destination for rising foreign direct investment and joint venture partnerships. With a $4.8 trillion economy, some 600 million citizens and burgeoning middle classes, Mexico, Central and South America and the Caribbean represent significant market opportunities for those who are looking to expand their businesses into growth markets. READ MORE

As Chicago’s all-Latina theater company approaches its 12th anniversary and launches its new community arts center Luna Central in Chicago, it is expanding its national reach. Its upcoming world premiere of Los Angeles playwright Diane Rodriguez’s, Obie award winner and TCG board member, new play LIVING LARGE IN A MINI KIND OF WAY is a comedy with immigration drama and universal issues about identity and privilege. Luna brings light to this exploration of the American Dream. Rodriguez will also direct the play.

“What excites me about working with the ladies of Teatro Luna,” Rodriguez says, “is that they have been working together for eleven years and have a vocabulary, a methodology and an audience.”

Teatro Luna built its relationship with Rodriguez and other nationally-acclaimed artists with its LUNADAS reading series, providing an outlet for Latina playwrights to have their work developed. Though Teatro Luna is still seeking funding for artist travel accommodations, they find that opportunities for Latinas are so few that many are willing to cover their own transportation costs to access the rare resources Teatro Luna provides. The Luna ladies are committed to creating a national network of support for female theater artists of color, and have been honored to work with Elaine Romero, Caridad Svich, Marisela Treviño Orta, and others as a result. Three to four of the upcoming LUNADAS staged readings will feature New York based playwrights, broadening its foundation on the East Coast and setting in motion plans for a 15th Anniversary world premiere in New York in Spring 2015. READ MORE

Speaking the language of the fast growing and increasingly desirable Latino audience, Walt Disney Co.'s ABC News and Univision Communications are teaming up to launch a 24-hour English-language news network.

The yet-unnamed cable channel, announced Monday, is expected to launch during the first half of next year. The two companies plan to get a head start this summer with a website and content for social networks and mobile devices devoted to covering the U.S. presidential election — which some analysts say could be decided by Latino voters in battleground states.

The most recent census shows that more than 50 million Latinos live in the U.S., making up 16% of the country's population. Advertisers are increasingly looking for ways to reach young and upwardly mobile Latinos who have disposable income and are fluent in English. READ MORE

Yesterday marked the start of a significant tribute to Hispanic Americans who have served this county. A Hispanic American Veterans Memorial Monument is underway at the Buffalo & Erie County Naval & Military Park and will be located between the Korean and Rust Bucket Monuments. A rendering is shown that depicts what the final work will look like. Being recognized as the 'first landmark of its kind for Hispanic Americans in the region', this tribute is an important milestone for soldiers who continue, to this day, to serve in the military. The first step towards seeing this monument to completion was the laying of the foundation. Fundraising efforts are in full swing in order to finish the memorial. READ MORE

Napa is on track to become the Bay Area's first majority Latino county, and a new study shows officials here may not be prepared to deal effectively with the changing demographic.

The Profile of Immigrants in Napa County, a Migration Policy Institute study on immigration's impact on the region, was commissioned by the Napa Valley Community Foundation. It's meant to engender "civil" discourse on the issues, and hopefully result in "better public policies," study author Randy Capps said.

The study found that even as the county's Latino population (and, in American Canyon, the Filipino population) grows, the native born white population is aging and shrinking.

"The extent of it surprised me," Capps said. "Native born whites are growing older and not being replaced. Napa County will continue to need to import workers. It's a national trend, based on the aging of the Baby Boom generation." READ MORE