WHO ARE WE?
For this young Hispanic market, life has taken many turns recently. They are new to America and new to their careers, with new, young families. Many are new to the English language; nearly one-third of households are linguistically isolated. NeWest Residents are ambitious and dream of a better life. They aren’t ready to fully adopt the American way of life but are willing to take risks for the benefit of their families. As the breadwinners, the men of the house work long hours in blue collar jobs, primarily in the service industry. Skilled workers steer toward construction and manufacturing sectors. Female labor force participation is somewhat low, perhaps due to the language barrier, but also because of their parenting responsibilities.
• They’re concentrated in larger metropolitan areas (over half a million people) in the South and West.
• Reside in mostly renter-occupied apartments in older, mid- to high-rise buildings. Over 80% of housing units were built before 1990. Rental rates are below the US average (Index 85).
• Half of the households have children, in either married-couple or single- parent families.
• With average household size exceeding three, presence of children less than 5 years old is high compared to the US average. Dependent children represent approximately one-third of the population.
• Female labor participation is slightly lower than the US average, partially attributable to the language barrier in this diverse foreign-born market.
• Male labor force participation (Index 116) is compulsory for these new families.
• Working full-time in blue collar jobs, this market works hard and dreams big. They seek adventure and take risks for the betterment of their families.
• They are automotive enthusiasts; if they had the savings, they would buy a used, but bold, fun-to-drive vehicle.