ABSTRACT
In 2003, U.S. Hispanics (or Latinos) officially became the largest ethnic group in the country.1 In 2007 Garcia and Rodriguez were among the top 10 surnames in the United States.2 Members of this fast-growing subculture share cultural roots that transcend different countries of origin, races, socioeconomic status, time or generations in the United States, and even languages spoken. The special role of family, pride in ethnic heritage, and retention of the Spanish language symbolize shared Latino values and behaviors. Despite these shared values, Latinos come from multiple races, ethnic identities, countries of origin, social and educational backgrounds, and different stages of acculturation into U.S. mainstream culture. This chapter provides a profile that highlights the similarities that underlie Hispanic cultural roots and the differences that make U.S. Latinos such a challenging target market in multicultural America.
