Features

Buying power to top $1.9 trillion

By Dave Rauf

Many companies are still behind the curve and are missing the opportunity to develop a growing segment of the Latino market.

At a recent Direct Selling Association meeting, Ideneth Vega began her presentation to dozens of executives a bit differently—by speaking in Spanish. The room, full of non-Spanish speakers, looked quite puzzled at first, she says.

But there was a good reason for the bilingual approach. Vega, the vice president of marketing for Houston-based Zurvita, was presenting on direct selling marketing efforts geared toward the burgeoning Hispanic demographic, a segment of the population growing faster than any other minority group in the country and whose purchasing prowess is also increasing exponentially.