hispanics in business
Women Make Key
Purchasing Decisions
square6 76% of women identified them-
selves as the principal shoppers,
according to one survey, down 10%
since 1985. According to the same sur-
vey, the percent of men who identified
themselves as the principal shopper
increased to 24%.
square6 Women also play a large role in
non-routine expenditures: Of the
roughly $200 billion that will be spent
at retail on CE products by consumers
in 2007, $90 billion, or 45%, will be
made by women at the checkout
counter (either in person or online).
People of Color Buying
Power
square6 African-Americans’ buying
power will increase from $318.1 bil-
lion in 1990 to $1,134.9 billion in
2012, an increase of 256.7%, which is
significantly higher than the 187.3%
growth rate for Whites, but lower than
other race/ethnic groups. African-
Americans’ share of the consumer
market will be 8.7% in 2012.
square6 Asian-American buying power
will increase from $116.5 billion in
1990 to $670.1 billion in 2012, an
increase of 475.2% and will have a
market share of 5.2%.
square6 Latinos/Latinas’ buying power
will increase from $212.0 billion in
1990 to $1.2 trillion in 2012, an increase
of 466.0%, which is higher than the
square6 Of the 26,469,000 married cou- square6 In the U.S. in 2005, 25.5%of growth rate for any other race or ethnici-
ples with children (under the age of wives in dual-working couples earned ty. Latinos/Latinas’ projected share of
18) in the U.S., 61.3% were dual- more than their husbands. the consumer market in 2010 is 9.7%.13
career couples. Note: Hispanics may be of any race.
square6 In Canada in 2003, 29% of
square6 Between 1990 and 2005, wives in dual-working couples earned square6 Native Americans’ buying
women’s median income grew 31.6%, more than their husbands. power increased from $19.7 billion in
($14,112 to $18,576) compared to 1990 to $77.4 billion in 2012, an
10.0% for men ($28,439 to $31,275). increase of 292.5%. The projected
market share of Native Americans is
0.6%. HNM
78 Celebrating 15 Years of Embracing Diversity WWW.HNMAGAZINE.COM
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