Published on 08/4/2004

The 2000 U.S. Census shed light on the dramatic growth of the Latino population in the United States, with experts estimating Latinos’ buying power at $450 billion. To address the challenges of communicating to this dynamic population segment, the Insurance Information Network of California hosted a one-day business education conference for the insurance industry.

Insuring El Sueño Americano

The 2000 U.S. Census shed light on the dramatic growth of the Latino population in the United States, with experts estimating Latinos’ buying power at $450 billion.

To address the challenges of communicating to this dynamic population segment, the Insurance Information Network of California hosted a one-day business education conference for the insurance industry.

“Insuring El Sueño Americano” (Insuring the American Dream) featured experts in the areas of demographic research, media, marketing and advertising, presenting the latest information for developing communications programs directed to Latinos.

“Latinos own homes, autos and businesses and are in need of financial services information to help protect their assets,” said IINC Executive Director Candysse Miller.

Dr. Harry Pachon, president of the Tomas Rivera Policy Institute, meets with IINC Communications Specialist Pete Moraga.

“This conference provided important information for insurers to better understand the dynamic Latino market.”

The conference included presentations on the growth of the Latino middle-class in California; how Spanish-language media has become a dominant ratings force; important elements for successful advertising and marketing campaigns; and the essentials for reaching the Spanish-language news audience.

Ray Celaya of Allstate discusses advertising and marketing strategies with Rochelle Newman-Carrasco, Enlace Communications, and Ray Durazo of Durazo Communications at Insuring El Sueno Americano. Guest speakers and panelists included Dr. Harry Pachon, President of the Tomás Rivera Policy Institute, a leading expert on Latinos in the United States; Jack Hobbs, Senior Vice President of the Hispanic Broadcasting Corporation; Ray Celaya, Assistant Vice President Emerging Markets for Allstate Insurance; Joel Russel, Senior Editor of Hispanic Business Magazine; and Rochelle-Newman Carrasco, CEO of Enlace Communications.

The conference was co-sponsored by Spanish-language media companies Univision, Hispanic Broadcasting Company and La Opinion.

The Insurance Information Network of California is a non-profit, non-lobbying communications association representing the property/casualty industry.