Ecuadorians in this statistical profile are people who self-identified as Hispanics of Ecuadorian origin; this means either they themselves are Ecuadorian immigrants or they trace their family ancestry to Ecuador. Ecuadorians are the ninth-largest population of Hispanic origin living in the United States, accounting for 1.3% of the U.S. Hispanic population in 2008.

A total of 591,000 Hispanics of Ecuadorian origin resided in the United States in 2008, according to the Census Bureau’s American Community Survey.

Mexicans constituted 30.7 million, or 65.7%, of the Hispanic population.1

This statistical profile compares the demographic, income and economic characteristics of the Ecuadorian population with the characteristics of all Hispanics and the U.S. population overall. It is based on Pew Hispanic Center tabulations of the 2008 American Community Survey. Key facts include:

• Immigration status. Two-thirds of Ecuadorians (66.4%) in the United States are foreign born compared with 38.1% of Hispanics and 12.5% of the U.S. population overall. Two-thirds of immigrants from Ecuador (66.2%) arrived in the U.S. in 1990 or later. Nearly four-in-ten Ecuadorian immigrants (37.2%) are U.S. citizens.

• Language. Less than half of Ecuadorians (49.1%) speak English proficiently.2 Some 50.9% of Ecuadorians ages 5 and older report speaking English less than very well, compared with 37.3% of all Hispanics.

• Age. Ecuadorians are younger than the U.S. population and older than Hispanics overall. The median age of Ecuadorians is 32; the median ages of the U.S. population and all Hispanics are 36 and 27, respectively.

• Marital status. Ecuadorians are more likely than Hispanics overall to be married—50.7% versus 46.5%.

• Fertility. Two-in-ten (20.8%) of Ecuadorian women ages 15 to 44 who gave birth in the 12 months prior to the survey were unmarried. That was less than the rate for all Hispanic women—38.8%—and the rate for U.S. women—34.5%.

• Regional dispersion. Two-thirds of Ecuadorians (68.0%) live in the Northeast, and more than four-in-ten (42.5%) live in New York.

• Educational attainment. Ecuadorians have higher levels of education than the Hispanic population overall. Some 18.2% of Ecuadorians ages 25 and older—compared with 12.9% of all U.S. Hispanics—have obtained at least a bachelor’s degree.

• Income. The median annual personal earnings for Ecuadorians ages 16 and older were $23,423 in 2008; the median earnings for all U.S. Hispanics were $21,488.

• Poverty status. The share of Ecuadorians who live in poverty, 13.5%, is similar to the rate for the general U.S. population (12.7%) and below the 20.7% share among all Hispanics.

• Health Insurance. One-third of Ecuadorians (34.7%) do not have health insurance compared with 31.7% of all Hispanics and 15.4% of the general U.S. population. Additionally, 16.4% of Ecuadorians younger than 18 are uninsured.

• Homeownership. The rate of Ecuadorian homeownership (40.3%) is lower than the rate for all Hispanics (49.1%) and the U.S. population (66.6%) as a whole.

Peruvians in this statistical profile are people who self-identified as Hispanics of Peruvian origin; this means either they themselves are Peruvian immigrants or they trace their family

A total of 519,000 Hispanics of Peruvian origin resided in the United States in 2008, according to the Census Bureau’s American Community Survey.

ancestry to Peru. Peruvians are the tenth-largest population of Hispanic origin living in the United States, accounting for 1.1% of the U.S. Hispanic population in 2008. Mexicans constituted 30.7 million, or 65.7%, of the Hispanic population.1

This statistical profile compares the demographic, income and economic characteristics of the Peruvian population with the characteristics of all Hispanics and the U.S. population overall. It is based on Pew Hispanic Center tabulations of the 2008 American Community Survey. Key facts include:

• Immigration status. Seven-in-ten Peruvians (69.3%) in the United States are foreign born compared with 38.1% of Hispanics and 12.5% of the U.S. population overall. Two-thirds of immigrants from Peru (66.1%) arrived in the U.S. in 1990 or later. Four-in-ten Peruvian immigrants (42.3%) are U.S. citizens.

• Language. A majority of Peruvians (55.1%) speak English proficiently.2 Some 44.9% of Peruvians ages 5 and older report speaking English less than very well, compared with 37.3% of all Hispanics.

• Age. Peruvians are similar in age to the U.S. population and older than Hispanics overall. The median age of Peruvians is 35; the median ages of the U.S. population and all Hispanics are 36 and 27, respectively.

• Marital status. Peruvians are more likely than Hispanics overall to be married—50.7% versus 46.5%.

• Fertility. Two-in-ten Peruvian women (19.6%) ages 15 to 44 who gave birth in the 12 months prior to the survey were unmarried. That was less than the rate for all Hispanic women—38.8%—and the rate for U.S. women—34.5%.

• Regional dispersion. Peruvians are more geographically dispersed than other Hispanic origin groups. Two-in-ten Peruvians (19.8%) live in Florida and one-in-six (16.8%) live in California; some one-in-eight live in New Jersey (12.9%) and New York (12.3%).

• Educational attainment. Peruvians have higher levels of education than the Hispanic population overall. Some 29.8% of Peruvians ages 25 and older—compared with 12.9% of all U.S. Hispanics—have obtained at least a bachelor’s degree.

• Income. The median annual personal earnings for Peruvians ages 16 and older were $24,441 in 2008; the median earnings for all U.S. Hispanics were $21,488.

• Poverty status. The share of Peruvians who live in poverty, 9.5%, is lower than the rate of the general U.S. population (12.7%) and the rate among all Hispanics (20.7%).

• Health Insurance. Three-in-ten Peruvians (30.2%) do not have health insurance compared with 31.7% of all Hispanics and 15.4% of the general U.S. population. Additionally, 20.0% of Peruvians younger than 18 are uninsured.

• Homeownership. The rate of Peruvian homeownership (50.1%) is similar to the rate for all Hispanics (49.1%) but lower than the 66.6% rate for the U.S. population as a whole.

Hondurans in this statistical profile are people who self-identified as Hispanics of Honduran origin; this means either they themselves are Honduran immigrants or they trace their

A total of 608,000 Hispanics of Honduran origin resided in the United States in 2008, according to the Census Bureau’s American Community Survey.

family ancestry to Honduras. Hondurans are the eighth-largest population of Hispanic origin living in the United States, accounting for 1.3% of the U.S. Hispanic population in 2008. Mexicans constituted 30.7 million, or 65.7%, of the Hispanic population.1

This statistical profile compares the demographic, income and economic characteristics of the Honduran population with the characteristics of all Hispanics and the U.S. population overall. It is based on Pew Hispanic Center tabulations of the 2008 American Community Survey. Key facts include:

• Immigration status. Seven-in-ten Hondurans (68.6%) in the United States are foreign born compared with 38.1% of Hispanics and 12.5% of the U.S. population overall. Three-in-four immigrants from Honduras (74.0%) arrived in the U.S. in 1990 or later. Two-in-ten Honduran immigrants (21.9%) are U.S. citizens.

• Language. Four-in-ten Hondurans (39.7%) speak English proficiently.2 Some 60.3% of Hondurans ages 5 and older report speaking English less than very well, compared with 37.3% of all Hispanics.

• Age. Hondurans are younger than the U.S. population and similar in age to Hispanics overall. The median age of Hondurans is 28; the median ages of the U.S. population and all Hispanics are 36 and 27, respectively.

• Marital status. Hondurans are less likely than Hispanics overall to be married—40.6% versus 46.5%.

• Fertility. Four-in-ten (42.5%) of Honduran women ages 15 to 44 who gave birth in the 12 months prior to the survey were unmarried. That was greater than the rate for all Hispanic women—38.8%—and the rate for U.S. women—34.5%.

• Regional dispersion. A majority of Hondurans (54.9%) live in the South, mostly in Florida and Texas. Some one-in-eight Hondurans (12.9%) live in California and in New York (12.5%).

• Educational attainment. Hondurans have lower levels of education than the Hispanic population overall. Some 50.0% of Hondurans ages 25 and older—compared with 39.2% of all U.S. Hispanics—have not obtained at least a high school diploma.

• Income. The median annual personal earnings for Hondurans ages 16 and older were $19,349 in 2008; the median earnings for all U.S. Hispanics were $21,488.

• Poverty status. The share of Hondurans who live in poverty, 21.5%, is higher than the rate for the general U.S. population (12.7%) and similar to the rate for Hispanics overall (20.7%).

• Health Insurance. One-half of Hondurans (49.3%) do not have health insurance compared with 31.7% of all Hispanics and 15.4% of the general U.S. population. Additionally, 26.4% of Hondurans younger than 18 are uninsured.

• Homeownership. The rate of Honduran homeownership (33.9%) is lower than the rate for all Hispanics (49.1%) and the U.S. population (66.6%) as a whole.

A total of 882,000 Hispanics of Colombian origin resided in the United States in 2008, according to the Census Bureau’s American Community Survey.

A total of 882,000 Hispanics of Colombian origin resided in the United States in 2008, according to the Census Bureau’s American Community Survey.

Colombians in this statistical profile are people who self-identified as Hispanics of Colombian origin; this means either they themselves are Colombian immigrants or they trace their family ancestry to Colombia. Colombians are the seventh-largest population of Hispanic origin living in the United States, accounting for 1.9% of the U.S. Hispanic population in 2008. Mexicans constituted 30.7 million, or 65.7%, of the Hispanic population.1

This statistical profile compares the demographic, income and economic characteristics of the Colombian population with the characteristics of all Hispanics and the U.S. population overall. It is based on Pew Hispanic Center tabulations of the 2008 American Community Survey. Key facts include:

• Immigration status. Two-thirds of Colombians (66.5%) in the United States are foreign born compared with 38.1% of Hispanics and 12.5% of the U.S. population overall. Most immigrants from Colombia (58.7%) arrived in the U.S. in 1990 or later. Less than half of Colombian immigrants (48.8%) are U.S. citizens.

• Language. A majority of Colombians (57.5%) speak English proficiently.2 Some 42.5% of Colombians ages 5 and older report speaking English less than very well, compared with 37.3% of all Hispanics

• Age. Colombians are older than Hispanics overall. The median age of  Colombians is 36, which is the same as the median ages of the U.S. population; the median age of all Hispanics is 27.

• Marital status. Colombians are more likely than Hispanics overall to be married—50.4% versus 46.5%.

• Fertility. One-in-five (21.6%) Colombian women ages 15 to 44 who gave birth in the 12 months prior to the survey were unmarried. That was less than the rate for all Hispanic women—38.8%—and the rate for U.S. women—34.5%.

• Regional dispersion. Colombians are concentrated in the South (46.8%), mostly in Florida (31.9%), and in the Northeast (37.3%), mostly in New York (16.1%) and New Jersey (12.9%).

• Educational attainment. Colombians have higher levels of education than the Hispanic population overall. Some 30.3% of Colombians ages 25 and older—compared with 12.9% of all U.S. Hispanics—have obtained at least a bachelor’s degree.

• Income. The median annual personal earnings for Colombians ages 16 and older were $25,460 in 2008; the median earnings for all U.S. Hispanics were $21,488.

• Poverty status. The share of Colombians who live in poverty, 11.0%, is similar to the rate for the general U.S. population (12.7%) and lower than the rate for Hispanics overall (20.7%).

• Health Insurance. One-quarter of Colombians (26.4%) do not have health insurance compared with 31.7% of all Hispanics and 15.4% of the general U.S. population. Additionally, 16.6% of Colombians younger than 18 are uninsured.

• Homeownership. The rate of Colombian homeownership (53.0%) is higher than the rate for all Hispanics (49.1%) but lower than the 66.6% rate for the U.S. population as a whole.

Flag of Guatemala

A total of 986,000 Hispanics of Guatemalan origin resided in the United States in 2008, according to the Census Bureau’s American Community Survey. Guatemalans in this statistical profile are people who self-identified as Hispanics of Guatemalan origin; this means either they themselves are Guatemalan immigrants or they trace their family ancestry to Guatemala. Guatemalans are the sixth-largest population of Hispanic origin living in the United States, accounting for 2.1% of the U.S. Hispanic population in 2008. Mexicans constituted 30.7 million, or 65.7%, of the Hispanic population.1

This statistical profile compares the demographic, income and economic characteristics of the Guatemalan population with the characteristics of all Hispanics and the U.S. population overall. It is based on Pew Hispanic Center tabulations of the 2008 American Community Survey. Key facts include:

• Immigration status. Seven-in-ten Guatemalans (69.4%) in the United States are foreign born compared with 38.1% of Hispanics and 12.5% of the U.S. population overall. Seven-in-ten of immigrants from Guatemala (69.6%) arrived in the U.S. in 1990 or later. Nearly one quarter of Guatemalan immigrants (23.8%) are U.S. citizens.

• Language. Four-in-ten Guatemalans (39.1%) speak English proficiently.2 Some 60.9% of Guatemalans ages 5 and older report speaking English less than very well, compared with 37.3% of all Hispanics.

• Age. Guatemalans are younger than the U.S. population and similar in age to Hispanics overall. The median age of Guatemalans is 28; the median ages of the U.S. population and all Hispanics are 36 and 27, respectively.

• Marital status. Less than half of Guatemalans (44.6%) and Hispanics overall (46.5%) are married.

• Fertility. Four-in-ten (41.3%) Guatemalan women ages 15 to 44 who gave birth in the 12 months prior to the survey were unmarried. That was greater than the rate for all Hispanic women—38.8%—and the rate for U.S. women—34.5%.

• Regional dispersion. Four-in-ten Guatemalans (40.2%) live in the West, mostly in California (33.9%). One-third (32.4%) live in the South.

• Educational attainment. Guatemalans have lower levels of education than the Hispanic population overall. Some 53.6% of Guatemalans ages 25 and older—compared with 39.2% of all U.S. Hispanics—have not obtained at least a high school diploma.

• Income. The median annual personal earnings for Guatemalans ages 16 and older were $19,349 in 2008; the median earnings for all U.S. Hispanics were $21,488.

• Poverty status. The share of Guatemalans who live in poverty, 20.6%, is higher than the rate for the general U.S. population (12.7%) and similar to the share for all Hispanics (20.7%).

• Health Insurance. Nearly one-half of Guatemalans (47.9%) do not have health insurance compared with 31.7% of all Hispanics and 15.4% of the general U.S. population. Additionally, 22.8% of Guatemalans younger than 18 are uninsured.

• Homeownership. The rate of Guatemalan homeownership (35.6%) is lower than the rate for all Hispanics (49.1%) and the U.S. population (66.6%) as a whole.

1 Percentages are computed before numbers are rounded.

2 Guatemalans ages 5 and older who report speaking only English at home or speaking English very well.

Dominican Republic: flag

A total of 1.3 million Hispanics of Dominican origin resided in the United States in 2008, according to the Census Bureau’s American Community Survey.

Dominicans in this statistical profile are people who self-identified as Hispanics of Dominican origin; this means either they themselves are Dominican immigrants or they trace their family ancestry to the Dominican Republic.

Dominicans are the fifth-largest population of Hispanic origin living in the United States, accounting for 2.8% of the U.S. Hispanic population in 2008. Mexicans constituted 30.7 million, or 65.7%, of the Hispanic population.1

This statistical profile compares the demographic, income and economic characteristics of the Dominican population with the characteristics of all Hispanics and the U.S. population overall. It is based on Pew Hispanic Center tabulations of the 2008 American Community Survey. Key facts include:

• Immigration status. Nearly six-in-ten of Dominicans (57.3%) in the United States are foreign born, compared with 38.1% of Hispanics and 12.5% of the U.S. population overall. Most immigrants from the Dominican Republic (57.0%) arrived in the U.S. in 1990 or later. Nearly half of Dominican immigrants (47.4%) are U.S. citizens.

• Language. A majority of Dominicans (53.4%) speak English proficiently.2 Some 46.6% of Dominicans ages 5 and older report speaking English less than very well, compared with 37.3% of all Hispanics.

• Age. Dominicans are younger than the U.S. population and older than Hispanics overall. The median age of Dominicans is 29; the median ages of the U.S. population and all Hispanics are 36 and 27, respectively.

• Marital status. Dominicans are less likely than Hispanics overall to be married—38.7% versus 46.5%.

• Fertility. Half (52.0%) of Dominican women ages 15 to 44 who gave birth in the 12 months prior to the survey were unmarried. That was greater than the rate for all Hispanic women—38.8%—and the rate for U.S. women— 34.5%.

• Regional dispersion. Eight-in-ten Dominicans (79.4%) live in the Northeast, and half (50.6%) live in New York.

• Educational attainment. Dominicans have slightly higher levels of education than the Hispanic population overall. Sixteen percent of Dominicans ages 25 and older—compared with 12.9% of all U.S. Hispanics—have obtained at least a bachelor’s degree.

• Income. The median annual personal earnings for Dominicans ages 16 and older were $20,571 in 2008; the median earnings for all U.S. Hispanics were $21,488.

• Poverty status. The share of Dominicans who live in poverty, 23.2%, is nearly double the rate for the general U.S. population (12.7%) and higher than the 20.7% share among all Hispanics.

• Health Insurance. One-quarter of Dominicans (23.4%) do not have health insurance compared with 31.7% of all Hispanics and 15.4% of the general U.S. population. Additionally, 12.5% of Dominicans younger than 18 are uninsured.

• Homeownership. The rate of Dominican homeownership (28.3%) is lower than the rate for all Hispanics (49.1%) and the U.S. population (66.6%) as a whole.

Winner of the Publisher’s Multicultural Award Category: Best Multicultural Awareness Article

What is life like in America for Hispanic Americans?  What are their thoughts and concerns about family, employment, education, religion, opportunities, and healthcare?  We asked Claudia Goffan, founder of Target Latino, an Atlanta based marketing and consulting firm specializing in the Hispanic market, to provide “The College World Reporter” readers with her own views from inside Hispanic America. Here is our interview:

Claudia "Havi" Goffan - Hispanic Marketing Expert and CEO of Target Latino

Q. Could you give us an inside look at Hispanic or Latino life?

A. To fully understand the Hispanic market, you need to analyze it by country of origin, level of acculturation, age, sex, marital status and educational level. Although some generalizations can be made, they have to be understood as such and not as an answer to comprehending the culture.

Let’s talk about some of the generalizations about the Hispanic culture. The very first one that comes to mind is about family being the first priority, the children are celebrated and sheltered and the wife usually fulfills a domestic role. Hispanics have a long Roman Catholic tradition and this usually implies quite a fatalistic outlook where destiny is in the hands of God. Latin American educational system is based on emphasis on the theoretical, memorization and a rigid and very broad curriculum. It follows the French schooling system and it translates into people who are generalists and look at the big picture as opposed to specialists, like in the U.S. Hispanics are highly nationalistic, very proud of long history and traditions.

Hispanics have difficulty separating work and personal relationships and are sensitive to differences of opinion. Hispanics fear loss of face, especially publicly and shun confrontation, where truth is tempered by the need for diplomacy. Title and position are more important than money in the eyes of Hispanic society. Etiquette and manners are seen as a measure of breeding and it follows an “old world” formality. Dress and grooming are status symbols whereas in the U.S. appearance is secondary to performance. The aesthetic side of life is important even at work.

Q. Tell us about the purchasing power of the U.S. Hispanics?

A. According to the University of Georgia’s Selig Center for Economic Growth in 2004 the nation’s largest minority group controlled $686 billion in spending. The community’s purchasing power comprises the world’s ninth biggest economy and it’s larger than the GNP of Brazil, Spain or Mexico. Hispanic purchasing power is projected to reach as much as $1 trillion by next year (2010) being the main drivers of the surge in Hispanic consumer influence the increasing education levels, labor force composition, household characteristics and accumulation of wealth. The fastest-growing occupational categories for Hispanics are higher paying managerial and professional jobs.

Q. What about Hispanics’ Healthcare Access?

A. I will quote a new analysis by the Pew Hispanic Center that indicates that six-in-ten Hispanic adults living in the United States who are neither citizens nor legal permanent residents lack health insurance. According to this same study, the share of uninsured among this group (60%) is much higher than the share of uninsured among Latino adults who are legal permanent residents or citizens (28%), or among the adult population of the United States (17%). Hispanic adults who are neither citizens nor legal permanent residents tend to be younger and healthier than the adult U.S. population and are less likely than other groups to have a regular health care provider. Just 57% say there is a place they usually go when they are sick or need advice about their health, compared with 76% of Latino adults who are citizens or legal permanent residents and 83% of the adult U.S. population.

Overall, four-in-ten (41%) non-citizen, non-legal permanent resident Hispanics state that their usual provider is a community clinic or health center. These centers are designed primarily as “safety nets” for vulnerable populations and are funded by a variety of sources, including the federal government, state governments and private foundations, as well as reimbursements from patients, based upon a sliding scale (U.S. Department of Health and Human Services, 2008).

The study also reports that some 37% of Latino adults who are neither citizens nor legal permanent residents have no usual health care provider. More than one-fourth (28%) of the people in this group indicate that financial limitations prevent them from having a usual provider – 17% report that their lack of insurance is the primary reason, while 12% cite high medical costs in general. However, a majority (56%) say they do not have a usual provider because they simply do not need one. An additional 5% state that difficulty in navigating the U.S. health care system prevents them from having a usual provider. According to Pew Hispanic Center estimates, 11.9 million undocumented immigrants were living in the U.S. in 2008. Three-quarters (76%) of these undocumented immigrants were Latinos.

Regarding health status, the study reports that the Latino population in the U.S. is relatively young, and Latino adults who are neither citizens nor legal permanent residents are younger still. Some 43% of adult Latinos who are not citizens or legal permanent residents are younger than age 30, compared with 27% of Hispanic adults who are citizens or legal permanent residents and 22% of the adult U.S. population.  The youthfulness of this population contributes to its relative healthiness.

About the Hispanic experiences in the Health Care System, the Pew reports that three-fourths (76%) of Latino adults who are neither citizens nor legal permanent residents report that the quality of medical care they received in the past year was excellent or good. This is similar to the proportion of adult Latino citizens and legal permanent residents (78%) who express satisfaction with their recent health care. However, when asked a separate question – whether they had received any poor medical treatment in the past five years – adult Latinos who are neither citizens nor legal permanent residents are less likely (16%) to report any problems than are Latinos who are citizens or legal permanent residents (24%).

Among those Latinos who are neither citizens nor legal permanent residents who report receiving poor medical treatment in the past five years, a plurality (46%) state that they believed their accent or the way they spoke English contributed to that poor care. A similar share (43%) believed that their inability to pay for care contributed to their poor treatment. More than one-third (37%) felt that their race or ethnicity played a part in their poor care, and one-fourth (25%) attributed the unsatisfactory treatment to something in their medical history.

Q. What is the difference in viewpoint between young Hispanics or Latinos born and raised in the United States, and their older parents or grandparents who migrated to the U.S. from other countries?

A. The one difference that applies to all Latinos existent between non and semi-acculturated Hispanics and fully-acculturated or U.S. born Hispanics (young or old) is that whereas the non and semi-acculturated Latinos are trying to learn how to navigate the American culture, the U.S. born Hispanics or fully-acculturated know how to navigate the American culture and “learn” to navigate the Hispanic one from their family.

Q. Who are people on the rise in the Hispanic or Latino community that may become corporate leaders, or the next Sonia Sotomayor?

A. There are many Hispanics on the rise in every walk of life in the United States. Some people may not even notice of their Hispanic background because it usually comes to light when there are political issues at stake. For example, a currently retired doctor that was the Director of Cardiology of the St. Joseph’s Hospital in Atlanta was originally from Argentina. The creative that many years ago came up with the successful campaign for a drug that put the country to sleep is a Nuyorican (Puerto Rican born in New York).

Regarding known Latinos on the rise, you may want to keep an eye on Christine Arguello, Judge, U.S. District Court, Colorado; Emiliano Calemzuk, President, Fox Television Studios; Ignacia Moreno, Counsel, Corporate Environmental Programs, General Electric Company; Esther Salas, U.S. Magistrate Judge, District of New Jersey; Thomas Saenz, President and General Counsel, Mexican American Legal Defense and Educational Fund (MALDEF); Hilda Solis, Secretary of Labor; Rosa Gumatatotao Rios, United States Treasurer; Elena Rios, President & CEO, National Hispanic Medical Foundation; Enrique Conterno; President, Eli Lilly, USA and Edward Chavez, Justice, the State of New Mexico Supreme Court, among many others.

Q. What should everyone know about Hispanics or Latinos?

A. The first thing that comes to mind is the very little known fact that 6 out of 10 Latinos are U.S. born.  The second one is that the younger the generation, the higher the percentage of Hispanics in it. It is imperative to understand the new U.S. demographics when developing business strategies, city planning, new products, etc.

About Claudia Goffan: Recognized as an expert in Latino Marketing by CNN en Español, Claudia has been featured in Adweek, Hispanic Business, Univision, Telemundo and other national and international media.

A motivator, strategic and hands-on, innovative, creative and resourceful. It has been said that her humor and presence immediately captivate audiences. She has an MBA from the University of Buenos Aires, Argentina and from the University of California, Los Angeles (UCLA), and more than 20 years specializing in Marketing and Strategic Planning both internationally and domestically. She is bilingual and bicultural in English and Spanish and fluent in Portuguese, French, and Italian.

About Target Latino: Target Latino was founded in 2003, with a vision unparalleled at the time – to show American companies the importance of the U.S. Hispanic market – not by preaching but by acting. Target Latino is a marketing consulting firm specializing in the Hispanic market.  Target Latino increases the effectiveness of its clients marketing and advertising dollars by creating innovative approaches to acquire and retain Hispanic customers.  Target Latino has a long standing experience of driving results in tough economic times.  Target Latino is minority owned, and a percentage of its proceeds go to different charity causes.

A recent study by the LACTAID® Brand found that 77 percent of Latinas with lactose intolerance reduce or limit the amount of dairy in their diet. This is concerning given that the calcium and vitamin D found in milk and dairy products play an important role in living a healthy lifestyle. With the holiday season fast approaching, it is likely that many favorite dishes will include dairy. Luckily, there is a way to manage your lactose intolerance and make milk and dairy products a daily, dietary habit – particularly during the holiday season.

Here are some tips for creating a healthy, calcium-rich diet:

• Include dark leafy greens such as kale and mustard, collard, broccoli and turnip greens or beans into your favorite, traditional dishes. These foods are not only good sources of calcium, but also low in fat.
• To boost your calcium intake, use canned fish such as salmon, in festive salads or pastas.
• The same nutrients found in “regular” dairy products are also found in lactose-free products. Try lactose-free LACTAID® Milk, which is real milk, and rich in calcium and vitamin D when preparing favorite holiday desserts such as Christmas Custard or Flan de Leche.

Visit www.lactaidenespanol.com to learn more about lactose intolerance, access recipes for traditional, holiday dishes and get more information about LACTAID® Milk and Dairy Products. Also, to access a recent webinar presentation about the topic featuring comedian and actress Angelica Vale as well as Sylvia, visit http://www.videonewswire.com/event.asp?id=61635.

About Sylvia:

Sylvia Melendez-Klinger is a registered dietitian and certified personal trainer as well as founder of Hispanic Food Communications, a culinary consulting company. Mrs. Klinger has an extensive public health nutrition background having conducted research at Northwestern University Medical School in Chicago and the University of California Irvine Medical Center and serving as supervising nutritionist for the Women, Infants and Children (WIC) supplemental feeding program. Mrs. Klinger is a member of the American Dietetic Association, Illinois Dietetic Association and Latino Hispanic Dietetic Association network group (LAHIDAN).

The Heart of the Holidays

When it comes to the holidays, Hispanic families have always relied on traditions to celebrate the season. Whether attending Posadas, preparing special family recipes, or just getting together to share memories, traditions strengthen family ties and make the season more special. And during this recession, more than half (52 percent) of Hispanics feel that holiday traditions become more important in difficult economic times, according to a new survey* commissioned by Sears.

“This holiday season more than ever, Americans are getting creative with how they will make the most of, and, celebrate their holidays with everything from adopting new traditions to altering the way they shop,” said Don Hamblen, Sears’ chief marketing officer. “Sears is a company known for its long-standing traditions so we understand just how important traditions are to families. Whether it’s a new twist on an old favorite or something entirely new, Sears continues to look for ways to bring value to our customers this holiday season by helping them create and keep family traditions.”

Nearly all Hispanics (94 percent) plan to practice new traditions, especially when it comes to the gifts they will give. Among those practicing new traditions:

• Nearly three in five (59 percent) will set a price limit on presents
• Others will use a grab bag approach (20 percent) or give gifts from a whole group of people to share the costs (15 percent)
• Many (48 percent) also plan to alter the way they shop this holiday, taking advantage of everything stores have to offer, such as:
  • Sales and coupons (91 percent)
  • Layaway plans (33 percent)
  • 0% financing options (23 percent)
  • Shop at discount stores (81 percent), and
  • Venture out to shopping malls on “Black Friday” (57 percent)

No matter what changes they will make, many Hispanics admit that a holiday without traditions would be worse than a holiday without gifts (52 percent)

This year, the celebrated Sears Holiday Wish Book, a long-time shopping tradition for families to make their Christmas wish lists, is being spiced up with the launch of an interactive, online version available at www.sears.com/wishbook. And for those consumers planning to buy more group gifts this year, the Sears Give Together program offers an easy way for them to do so.

Another long-time tradition, Black Friday, is made easier this year with Sears’ “Black Friday Now!” doorbusters – providing earlier savings on everything from home electronics and kitchen and housewares to jewelry and apparel – on each of the five consecutive Saturdays leading up to Thanksgiving. Sears also offers layaway, which is available both in-store and online, enabling customers to reserve holiday gifts, including Black Friday Now! doorbusters, pay for them over time and pick them up right before the holidays.

ShopYourWay(TM) serves to change traditional holiday shopping altogether by giving customers a wide-variety of new, convenient ways to shop. Sears ShopYourWay offers personalized and convenient shopping options which allows for shopping to revolve around the customer 24/7. With convenient options such as Web2Store and Sears’ Personal Shopper, customers can get what they want, when they want and how they want when they shop in store or online.

For more information, visit www.sears.com.

*An online survey of 400 nationally representative Hispanics ages 18 and older

About Sears, Roebuck and Co.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,300 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 929 full-line and approximately 1,200 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands’ End — among the most trusted and preferred brands in the U.S. The company is the nation’s largest provider of home services, with more than 12 million service calls made annually. For more information, visit the Sears, Roebuck website at www.sears.com or the Sears Holdings Corporation website at www.searsholdings.com.

About the Survey

The Sears Holiday Traditions Survey was conducted by Kelton Research between Oct. 16, 2009 and Oct. 22, 2009 using an email invitation and an online survey. Quotas are set to ensure reliable and accurate representation of the Hispanic U.S. population ages 18 and over. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than three percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

SOURCE Sears Holdings