ABSTRACT
This chapter presents some common themes and behaviors and recommendations for upcoming research and practices in Hispanic marketing. These trends paint a picture of the power of the vibrant Hispanic consumer segment, which represents the fastest-growing US consumption base and will strongly influence the future of successful marketing in this country. The youth and family orientation of Hispanics are key engines in the importance of US Latinos to marketers. The outstanding techno-social revolution that the world at large is experiencing is being reflected on a microcosmic level among US Latinos. Social media has proved to be an important marketing tool for political mobilization among Hispanics. As Latinos develop a new identity, it is important to understand how ancestral tendencies of gender domination are changing and evolving. Time and space are fundamental aspects of how people relate to each other. As Latinos become more entrenched in US society, their leadership skills evolve and influence the rest of society.
