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How to reach the Hispanic market

As a Hispanic insurance professional in a multicultural growing population, I have witnessed firsthand the explosive growth and tremendous opportunities created by this ethnic minority. And I've discovered two key ingredients to conducting a successful benefits enrollment with this audience: you must understand their culture, and you must communicate accordingly.

The Hispanic/Latino population is one of the fastest growing in America. According to the U.S. Census Bureau, the Hispanic population is projected to nearly triple between 2008 and 2050, from 46.7 million to 132.8 million. During that same period, the percentage of Hispanics in America is expected to double, increasing from 15% to 30%. The impact on the workplace has been gradual, yet significant. Companies are adapting to the changing demographics of their workforce by offering benefits that meet the changing needs of their employees. They're also adapting the way in which they communicate to them -- and not a moment too soon.

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Nichole Morford

Nichole Morford
Managing Editor

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