Hispanic-Americans Mark Education as a Top Priority in 2010
D
ue to the economic uncertainty many Hispanic-Amer- icans are placing a new emphasis on what is impor-
tant to them and their families. A new survey by Sears Holdings finds that although a majority (84 percent) of Hispanic-Americans report that education will be a prior- ity in 2010, most (92 percent) believe that there are barri- ers standing in the way of receiving an education beyond high school, with close to three-quarters (71 percent) cit- ing lack of money to cover school expenses as the biggest roadblock. Among those respondents who believe there are bar-
riers in receiving a higher education, more than half (53 percent) attribute a lack of information about the oppor- tunities and options available to get an education as an obstacle. Also weighing in as a hurdle for many Hispanic- Americans (60 percent) is the need to work and support the family right after high school. Yet, even with these bumps in the road, over two in
three (67 percent) of Hispanic-Americans believe educa- tion in their community has become more important than it was 10 years ago. In fact, more than nine in 10 (93 per- cent) feel that the importance of education has increased because of the economic landscape. In fall 2009, considering the needs of the Hispanic com-
munity it serves, Sears Holdings launched the PRIMERO Hispanic Heritage Scholarship(SM) program and bilin- gual, social networking education Web site in celebration of Hispanic Heritage Month. The program was developed to reward those who were first in their family to attend college, as well as those continuing the family’s tradition of attaining a higher education. In addition to provid- ing details on the scholarship, the PRIMERO Hispanic Heritage Scholarship(SM) Web site offered information and facilitated conversation among students and their parents about the college planning process. The over- whelming response to the PRIMERO Hispanic Heritage Scholarship(SM) program incited further research into the needs of the Hispanic-American members of the Sears Holdings community. “The recent research findings reaffirm our commitment
to offering programs that add value to our culturally di- verse communities and customer base,” said Bruce John- son, interim, chief executive officer, Sears Holdings. “We look forward to providing resources that support and ul- timately improve the lives of the community we serve.” Sears Holdings recently selected student Ian Hitchcock
as the PRIMERO Hispanic Heritage Scholarship(SM) grand prize winner. Other winners include: Julie Query, Daniel Villanueva, Noemi Bermudez and Haydil Hen- riqez.
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“I’m very gracious and honored to be chosen as a PRIM-
ERO Hispanic Heritage Scholarship(SM) winner,” said Dan- iel Villanueva. “Winning the scholarship greatly lessened the stress of the college application process, allowing me to more strongly pursue my academic aspirations.” “We commend Sears Holdings for providing scholar-
ship opportunities, especially during a time when Hispanics are looking to further their education but may face unique challenges,” said Antonio Flores, president and CEO of the Hispanic Association of Colleges and Universities (HACU). “The PRIMERO Hispanic Heritage Scholarship(SM) program demystifies the college preparation process, giving aspiring students the encouragement and confidence they need to pursue a higher education.”
Source: Sears Holdings Corporation & HispanicPRWire
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www.wcpss.net.
Celebrating 18 Years of Diversity HISPANIC NETWORK MAGAZINE 57
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