Our cover story this month probes how important it is to understand the changing demographics of America, with a focus on the Hispanic segment. As we assigned and reviewed the story, including thoughts from the executives we interviewed, it became apparent that we would also share information smaller companies may appreciate. Larger companies always have internal market-research departments that make significant investments to stay abreast of changes in the marketplace. However, smaller and newer companies that are not yet ready to invest extensively might be well-served by what we share.
The direct selling industry prides itself on providing the opportunity for anyone to change their life. I am proud of many aspects of our industry. After nearly 20 years, I remain steadfast in my belief that no other industry provides the opportunity we do for any individual, regardless of their background, personal or financial situation, to create the business and life they desire. We change lives on a bigger scale and more frequently than any other industry. And while I believe this to be true, I challenge all of us to look at ourselves and our organizations to consider what our real commitment is beyond the vehicle for change. Is providing the vehicle enough?
The increasing prominence of the Hispanic population in the United States and the issues of importance to them have already had a significant impact on the nation’s political debates, commercial climate and on the wider society. A large population of millions of legal immigrants of Hispanic descent, and millions more who are in the country illegally, have created a volatile mix of issues, including immigration policy, labor issues and social welfare questions. Marches on Washington, a looming congressional debate on immigration reform and dual-language customer service menus are all indications of the growing prominence of this key demographic in the American marketplace.