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A tailored approach needed to market N.M. Hispanics

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By Amanda Molina

Doing business in New Mexico requires an awareness of — and sensitivity to — the attitudes and preferences of people who identify as Hispanic or Latino, because this demographic represents a plurality of New Mexico’s population. Hispanics are 47 percent of the state’s residents — the largest percentage of any other racial or ethnic group.
In its annual statewide perception survey, the Garrity Group learned how Hispanics and Anglos feel about 17 industries and institutions and 14 professions and how people in both groups use different media for news, information and shopping.
Likenesses and differences
In some areas, the positive feelings of Hispanics and Anglos toward various institutions weren’t far apart. For example, both groups had similar feelings about the health-care system, with Hispanics expressing 52 percent favorability and Anglos 46 percent. Both groups also had poor opinions of journalists and lawyers.


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