This just in… they’re not all Mexican.


With 52M Hispanics in the US, I’m surprised at the assumed lack of diversity within the demographic. I come in contact with many people who generally believe all dark skinned Spanish-speakers are Mexican.


In speaking with an owner of a landscaping company recently, a third party asked the owner, “So how many Mexicans work for you?


Unable to keep quiet, I asked, “You mean in comparison to Hispanics from other Spanish-speaking countries?




My question confused her.

The conversation stalled.


My point: they’re not all Mexican.

Choose your demographic terms wisely.


Note: Along these lines… the terms Hispanic and Latino are used interchangeably by the government, but rarely by the individuals themselves. They refer to themselves by their country origin. They can do that, you probably shouldn’t. 


Last week the Pew Hispanic Center released a report on this topic. Diverse Origins: The Nation’s 14 Largest Hispanic Origin Groups details the diversity among the 52M Hispanics in the US. Here are the highlights…


They’re not all Mexican, but…

65% of Hispanics are Mexican. It’s a majority, but not all. If you are forced to guess a Hispanic’s country of origin, Mexico is a good guess. But… if you are routinely being forced to guess nationalities, you’ve got bigger issues.


Puerto Ricans are 2nd largest, followed by everyone else.  

Puerto Rico has just under 10% of the Hispanic demographic – and then there is everyone else. The next 9 largest groups have between 3.8% and 1.1%. Salvadorans are growing – most noticeably in Washington, DC – and are poised to surpass Cubans for the #3 spot.

Screen shot 2013-06-27 at 1.46.03 PM


Median Age is a glimpse into el futuro.  

At 40 years old, Cubans have the highest median age among Hispanics.

Median age for the US as a whole is 37.


As for the youngest?


Mexican median age is 25.

Screen shot 2013-06-27 at 1.47.14 PM

So what?


That means the largest origin group (Mexico) of the largest minority group (Hispanics) is also the youngest.

Oh yeah, and it’s one of the fastest growing too.


Now what?


Get on it.

Consider how your business can better serve this (diverse) demographic.


Things aint changing any time soon.

The pace will accelerate before it slows.



Bradley Hartmann is founder and El Presidente at Red Angle (, a training and consulting firm bridging the English-Spanish language gap in the construction industry. He has pasty skin and red hair, but is only a wee bit Irish. 

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