(NAME-MCE) The Rising Influence of Latinos

[Anselmo Villanueva]

FOR IMMEDIATE RELEASE

April 12, 2007

THE TOMÁS RIVERA POLICY INSTITUTE EXAMINES THE RISING AFFLUENCE OF LATINOS

Research Group Gathers Corporate Leaders and Financial Experts To
Provide Insight On The Growing Clout of America's Newest Middle Class

BEVERLY HILLS, Calif. - The Tomás Rivera Policy Institute (TRPI),
based at the School of Policy, Planning, and Development at the
University of Southern California, today assembled a host of the
nation's top corporate, financial and Hispanic community oriented
companies and organizations at the Beverly Wilshire Hotel to shed
light and discuss the needs of the next significantly affluent
generation in America. The dynamic mobility of America's Hispanic
middle class will be the next generation to replace aging American
Baby Boomers and they are the fastest growing segment of the middle
class in America. The income and spending power of this demographic is
just beginning to reach significant potential because the Latino
community is 5-10 years younger than the average U.S. population. Most
business strategies currently focus on the first- generation or
recently-arrived Latino immigrant; however, the majority of U.S.
Latinos are not recent immigrants, and are established in (or quickly
moving into) the American middle class.

"It's not that the war on poverty is over, but there is a common
misconception that all Hispanics in America are undereducated and
low-income. The reality is that there is an emerging Hispanic middle
class, and it holds tremendous potential to be a significant market
force," said Harry Pachon, Ph.D., president and CEO of The Tomás
Rivera Policy Institute. "As the American 'boomer' generation moves
closer to retirement and their exit from the workforce, there are many
middle class and upscale Latinos who stand poised to fill the pending
economic gap."

One significant indicator of this coming trend is in the increase of
high net worth Hispanic individuals, defined as those with financial
assets in excess of one million dollars. According to a recent Merrill
Lynch/Cap Gemini Ernst & Young report, these high net worth
Hispanic-Americans indicate that wealth growth and preservation are
both key financial goals, thereby increasing their need and desire for
financial planning services.

Another noteworthy indicator of this trend is the very strong
statistics around home and real estate ownership of this Hispanic
demographic. U.S. Census data demonstrates a strong trend in the rate
of property and home ownership that coincides with the maturing
affluence of the Latino middle-class. How can American companies and
financial service institutions position themselves to cater to the
needs and expectations of this population is a key concern discussed
at today's proceedings. "Methodologies, marketing and advertising
currently used to appeal to the non-Hispanic market will simply not be
effective in reaching the Hispanic middle or affluent classes in the
future," according to Julie Pabich, a conference presenter and
research consultant with Integras, a Division of Claritas, Inc. "How
we speak to this audience and what will appeal to their acculturated
senses is what matters. Organizations need to attune themselves
culturally in order to be ready to interact with this generation."

Today's conference speakers and presenters will provide specific
recommendations on an area of growth and opportunity that is often
commented on or studied, but otherwise overlooked by American
businesses. The insights and tools provided at today's conference will
significantly improve the understanding and financial well-being of
the country's largest and financially powerful minority population.
Today's discussions, insights and recommendations will be compiled by
TRPI and made available publicly to assist progressive and forward
thinking businesses and organizations to prepare for this next
generation's arrival.

Information regarding the conference and its participants can be found
on the web by visiting www.trpi.org. Information about today's
conference and the availability of a summary of findings will be
posted to this website for reference.

About TRPI

Founded in 1985, the Tomás Rivera Policy Institute (TRPI) advances
informed policy on key issues affecting Latino communities through
objective and timely research contributing to the betterment of the
nation. TRPI is an affiliated research unit of the University of
Southern California School of Policy, Planning, and Development and is
associated with the Institute for Social and Economic Research and
Policy at Columbia University.

Website: http://www.trpi.org