Hispanic Buying Power Soars


JOSE: HISPANIC BUYING POWER IS ANTICIPATED TO TOP 47 BILLION DOLLARS BY THE END OF THIS YEAR. THIS IS AMONG THE FINDINGS OF THE NEW DATOS REPORT LOOK AT ARIZONA’S HISPANIC MARKET AND THE HISPANIC CHAMBER OF COMMERCE. JOINING ME NOW TO TALK ABOUT THE REPORT IS MONICA VILLALOBOS, VICE PRESIDENT OF ARIZONA’S HISPANIC CHAMBER OF COMMERCE, AND JON FORD, DIRECTOR OF STRATEGIC INITIATIVES VITALYST HEALTH FOUNDATION. THANK YOU BOTH FOR JOINING US ON HORIZONTE. THIS IS AN INTERESTING PARING AND WE’LL GET TO THE REASON FOR THAT. YOU KNOW THE HEALTH AND BUSINESS SIDE ON THE REPORT. BUT LET’S TALK ABOUT THE STUFF WE DO EVERY YEAR, WHICH IS THE MARKET AND WHAT INTERESTING CHANGES THERE MAY OR MAY NOT BE FROM LAST YEAR.
VILLALOBOS: YES, WE DO REVIEW THE VERY BASIC STATISTICS AND DEMOGRAPHICS BECAUSE WE WANT TO KEEP THOSE TOP OF MIND FOR EVERYONE. HISPANICS ARE NOW THIRTY PERCENT OF THE STATE OF ARIZONA, FORTY PERCENT OF PHOENIX METRO, AND FIFTY PERCENT OF OUR K THROUGH TWELVE. THEY ARE CONTRIBUTING ABOUT 47 BILLION DOLLARS IN ANNUAL PURCHASING POWER AND BUSINESSES ARE GROWING AS WELL. THAT’S THE GREAT NEWS. OF THE 500 THOUSAND SMALL BUSINESSES IN THE STATE OF ARIZONA, ABOUT 125 THOUSAND OF THOSE ARE HISPANIC OWNED AND THEY’RE CONTRIBUTING ABOUT 15 BILLION DOLLARS INTO THE ECONOMY.
JOSE: ARE THESE INCREASES IN ALL OF THE EXAMPLES THAT YOU JUST MENTIONED?
VILLALOBOS: THEY ARE. WE CONSTANTLY SEE AN UPWARD TRAJECTORY NOT JUST IN PURCHASING POWER BUT IN BUSINESSES AND ANNUAL REVENUES. WHAT WE DO WANT TO SEE IS MORE SCALING OF SMALL BUSINESSES. RIGHT NOW HISPANIC OWNED BUSINESSES MAKE ABOUT 110 THOUSAND IN ANNUAL REVENUE WHERE NON-MINORITY OWNED BUSINESSES MAKE ABOUT 500 THOUSAND. THAT GAP AND THAT DIFFERENCE IN PAY REPRESENTS ABOUT 36 BILLION DOLLARS INTO ARIZONA’S ECONOMY THAT WE DON’T GET TO SEE BECAUSE THOSE BUSINESSES AREN’T SCALING. BUT WE ARE WORKING ON THAT.
JOSE: SO I DO WANT TO COME BACK TO SOME OF THE OTHER BUSINESS ASPECTS OF THE TRADITIONAL DATOS BUT YOU GUYS DID SOMETHING A LOT DIFFERENT THIS YEAR AND IT EVEN REFLECTS THE SUMMARY REPORT THAT YOU PREPARED THIS WHEEL WITH DIFFERENT CATEGORIES AND DIFFERENT FOCUS. TELL US ABOUT THAT.
VILLALOBOS: WE DID. WE WENT TO A DIFFERENT FRAMEWORK. ONE OF THE THINGS THAT WE NOTICED AFTER DOING THIS FOR 22 YEARS WAS THAT WE PRODUCE A LOT INFORMATION AND THAT IS CAN OFTEN BE OVERWHELMING. SO WE ADOPTED A FRAMEWORK FROM ONE OF OUR PARTNERS, VITOLIS HEALTH FOUNDATION COLLABORATED WITH US AND INTRODUCED US TO THE ELEMENTS OF A HEALTHY COMMUNITY. AND IT’S REALLY ABOUT ALL OF THE SOCIAL DETERMINANTS OF PUBLIC HEALTH. SO WHEN YOU THINK HEALTH CARE, WHEN YOU THINK ABOUT PUBLIC HEALTH YOU THINK ABOUT HEALTH CARE, BUT THERE IS SO MANY THINGS THAT ARE INVOLVED IN THAT INCLUDING TRANSPORTATION, EDUCATION, AFFORDABLE HOUSING. AND I KNOW THAT JON WILL TALK A LITTLE BIT MORE ABOUT THAT AS WELL.
JOSE: SO JON AS I UNDERSTAND THIS WAS KIND OF YOUR BRAIN CHILD. WHAT MADE YOU THINK THAT A BUSINESS CHAMBER OF COMMERCE WOULD BE INTERESTED IN THIS?
FORD: YOU KNOW I THINK THAT WE ARE LOOKING FOR EVERYBODY TO BE INTERESTED IN THIS AND REALLY THE KEY PART OF DOING THIS WHEEL IS TO SORT OF BREAK THAT FRAME FROM WHAT EQUALS HEALTH CARE. IF IT’S NOT HEALTH CARE IT MUST BE PERSONAL RESPONSIBILITY WHEN IN FACT HEALTH IS CREATED EVERYWHERE ELSE IN OUR COMMUNITIES AND INCLUSIVE TO HOW OUR COMMUNITIES PROMOTE WELL-BEING AND HEALTH ARE THINGS LIKE EDUCATION, HOUSING, ECONOMIC OPPORTUNITY, SOCIAL COHESION , AND ALL THE AREAS THAT YOU SEE AROUND THIS WHEEL. SO WE WERE INCREDIBLY EXCITED. WE HAD WORKED WITH THE CAMBER ON A NUMBER OF DIFFERENT THINGS AND WE WERE LUCKY ENOUGH TO HAVE THEM BE ACQUAINTED WITH THE WHEEL AND FOR THEM TO SAY YOU KNOW WHAT THIS WOULD BE A GREAT ORGANIZING PRINCIPLE FOR THIS DATA.
JOSE: SO WE KEEP TALKING ABOUT THE WHEEL AND YOU’RE REFERRING TO THIS, WHAT WOULD YOU CALL THIS, KIND OF A SUMMARY BROCHURE?
VILLALOBOS: IT’S AN EXECUTIVE SUMMARY.
JOSE: AND YOU TURN IT AND YOU CAN GO FROM DIFFERENT CATEGORIES. TRANSPORTATION OPTIONS, ACCESS TO CARE, AND EACH ONE OF THEM HAS SOME BULLET POINTS. WHERE DID THOSE COME FROM?
FORD: SO THOSE BULLET POINTS WHERE DEVELOPED SO THE BASIC WHEEL WAS DEVELOPED WITH VITOLIS AND A BUNCH OF COMMUNITY PARTNERS. I THINK THERE WERE THIRTY DIFFERENT COMMUNITY PARTNERS THAT SAT AROUND THE TABLE BACK IN 2016 AND DEVELOPED THIS WHEEL. AND THE COOL THING ABOUT WHAT HAPPENED HERE IN THIS PARTNERSHIP WAS THE CREATING OF THIS PIECE THAT NOT ONLY HAS THOSE BULLET POINTS BUT THEN WHEN YOU OPEN UP ON THE INSIDE FOR EACH ONE OF THESE AREAS YOU GET A SET OF DATA AND STATISTICS ABOUT THE HISPANIC POPULATION AND THIS REALLY BRINGS HOME THE MESSAGE THAT WE ARE TRYING TO DELIVER TO FOLKS ABOUT HEALTH AND HEALTH CARE. HEALTH IS BEING CREDITED IN OUR COMMUNITIES AND IF WE DON’T UNDERSTAND WHAT IS IN OUR COMMUNITIES IN TERMS OF THEIR ASSETS AND THEIR STRENGTHS, AND MAYBE SOME OF THE GAPS. AND WHAT’S VERY HARD TO FOCUS ON IS HOW TO PRODUCE WELL-BEING. ALL RIGHT? THIS IS THE BASIC DATA WE NEED TO FIGURE OUT HOW WE CAN DO BETTER AT PRODUCING WELL-BEING. HOW WE CAN DO BETTER AT UNLOCKING THOSE BILLIONS OF DOLLARS AND ECONOMIC OPPORTUNITY THAT CAN HAPPEN WHEN A HISPANIC COMMUNITY GOES FROM 100 THOUSAND TO 500 THOUSAND IN REVENUE FOR EXAMPLE.
JOSE: SO MONICA, THE DATO, WHICH IS A SPANISH NAME, HAS ALWAYS HAD AN HISPANIC FOCUS. DID IT MAINTAIN THAT WITH THAT KIND OF HEALTH OVERLAY.
VILLALOBOS: IT DOES ABSOLUTELY AND WHAT WE FOUND IS THAT WE REPRESENT OTHER MINORITY COMMUNITIES AS WELL AND WE CAN SET THE METHODOLOGY. SO, FOR INSTANCE, THE BLACK CHAMBER OF COMMERCE OF ARIZONA REACHED OUT RIGHT AFTER AND SAID THEY WOULD ALSO LIKE TO DO SOMETHING LIKE THIS. SO WE ARE COLLABORATING WITH THEM. THE ASIAN CHAMBER DID ABACUS AND IT WAS SOMETHING SIMILAR. SO WHILE THE CONTENT HASN’T CHANGED AND IT IS STILL INCLUSIVE, AND IT INCLUDES PRIMARILY HISPANIC, THE FRAMEWORK AND THE WAY THAT WE LOOK AT THE DATA, IS VERY DIFFERENT AND THAT’S AN EVOLUTION FOR US.
JOSE: SO WHAT’S THE MESSAGE? I UNDERSTAND THAT ONE OF THEM IS THAT SELF-HELP AND THE IMPORTANCE OF THAT AND I WANT YOU TO TALK ABOUT THAT BUT WHEN YOU HAVE THIS FOCUS ON HEALTHY COMMUNITY WHAT ARE YOU ACTUALLY TELLING THE ATTENDEES?
VILLALOBOS: THIS IS REALLY A CALL TO ACTION. THIS ISN’T JUST DATA TO SORT OF MARINATE ON, YOU CAN DO SOMETHING TODAY.
JOSE: AND THAT IS THE SELF-HELP PART THAT YOU WERE TALKING ABOUT?
VILLALOBOS: ABSOLUTELY. WE WANTED TO MOVE FROM THE REFERENCE SECTION IN A BOOK STORE IF YOU WILL, TO THE SELF-HELP SECTION SO THAT PEOPLE COULD FEEL THAT THEY COULD TAKE THE DATA AND RUN WITH IT AND HAVE ACTIVE CONVERSATIONS IN THEIR COMMUNITIES TO MAKE CHANGE AND TO MAKE AN IMPACT. FOR INSTANCE, IN AFFORDABLE FOOD WHICH IS ONE OF THE AREAS OF SOCIAL DETERMINANTS. WE KNOW THAT TWENTY PERCENT OF US HOUSEHOLDS ARE IN FULL AND SECURE AREAS OR FOOD DESERTS. WE HAVE THOSE HERE AS WELL. THIS IS A GREAT OPPORTUNITY FOR COMMUNITY ACTIVISTS AND COMMUNITY ORGANIZATIONS TO PARTNER WITH FOOD RETAIL PROVIDERS AND FILL THAT GAP. IT’S AGAIN A CALL TO ACTION TO MAKE CHANGE.
JOSE: SO JON WHAT WAS YOUR SENSE OF THE REACTION AT THE CONFERENCE TO THIS KIND OF FORMAT-TO THIS KIND OF INFORMATION. BECAUSE I THINK THAT FOR AT LEAST MANY OF THE NON-HISPANIC TEAMS THEY ARE LOOKING FOR INFORMATION ABOUT HOW TO SELL PRODUCTS TO THE COMMUNITY IN THE MARKET. DO YOU SENSE THAT THERE WAS ANY DISAPPOINTMENT THAT THIS WAS THE FOCUS INSTEAD OF THAT?
FORD: HOW DO YOU SELL THINGS TO THE HISPANIC MARKET? YOU HAVE TO UNDERSTAND THE COMMUNITY. THAT’S THE WHOLE POINT OF DATOS. AND WHAT WE’RE ASKING IF FOR UNDERSTAND OF THE COMMUNITY THAT EVEN COMES WITHIN THIS NOTION OF HOW DO WE RESPECT AND GROW AND ENHANCE THE WELL-BEING OF THAT COMMUNITY. NOT TO JUST EXTRACT ECONOMIC BENEFIT FROM THE HISPANIC POPULATION BUT SUPPORT THE HISPANIC POPULATION IN A WAY THAT PRODUCES WELL-BEING AND HEALTH. SO ACTUALLY IT’S VERY MUCH SYMBIOTIC AND SO WE THOUGHT THE REACTION WAS QUITE GOOD. WE SAW QUITE A FEW ELECTIVES IN THE FRONT ROW WHOSE MINDS WHERE KIND OF BLOWN BECAUSE THEY HAVEN’T THOUGHT THIS WAY. LIGHT RAIL AND TRANSIT? THAT’S A HEALTH INTERVENTION? IT IS. IT’S ALSO AN ECONOMIC OPPORTUNITY. WE KNOW THAT VERY WELL FROM WHAT WE’VE SEEN. BUT IT WAS GOOD TO SEE SORT OF THAT EXPANDING DYNAMIC OF THINKING AND WE SAW THAT IN SPADES AMONGST THOSE THOUSAND PEOPLE THAT WERE THERE.
JOSE: WAS THAT YOUR SENSE, MONICA, ALSO THAT PEOPLE ACTUALLY LIKE THIS APPROACH?
VILLALOBOS: YES. YOU KNOW I THINK THAT PEOPLE WERE A LITTLE TREPIDATIOUS COMING IN. THEY WEREN’T QUITE CONNECTING THE DOTS AND SEEING HOW THE PUZZLE FIT TOGETHER WHEN WE HAD ADAM GOODMAN TALKING ABOUT CONSCIOUS CAPITALISM AND THEN WE HAD DON TALKING ABOUT-
JOSE: HE WAS GOODMAN’S INTERIORS, RIGHT?
VILLALOBOS: THAT IS CORRECT.
JOSE: AND HE WAS YOUR KEYNOTE SPEAKER.
VILLALOBOS: HE WAS. HE AND THEN JON WAS ON PANEL AND HE ALSO GOT UP. SO I THINK THAT AT FIRST PEOPLE WEREN’T QUITE SURE BUT IT FLOWED VERY NICELY. THEY SAW THE DATA AND THEN THEY SAW IT IN USE. THEY SAW IT IN AN INCLUSIVE ENVIRONMENT AND IT DID BROADEN THEIR PERSPECTIVE UNTIMELY AND THAT’S THE FEEDBACK THAT WE’VE BEEN RECEIVING.
JOSE: SO JON, YOU PRESENT ALL THIS DATA, WAS THERE ANY KIND OF CALL TO ACTION AND DID YOU GET ANY REQUESTS AFTERWARDS TO DO MORE. WE ALREADY HEARD FROM MONICA THAT THE BLACK CHAMBER WANTS TO BE INVOLVED. WHAT KIND OF RESPONSE DID YOU GET?
FORD: WE DID. WE DID GET THAT VERY MUCH SO. WHAT WE GOT WAS WHEN CAN WE START WORKING ON THIS? WHICH IS EXCITING BECAUSE-
JOSE: AND WHEN THEY SAY WORKING ON THIS WHAT DO THEY MEAN? I MEAN WHAT KIND OF WORKING?
FORD: THE NOTION OF CONNECTING THE DOTS TO WHAT HEALTH REALLY IS AND HOW EACH SECTOR CAN CONTRIBUTE TO HEALTH AND WELL-BEING, WE SAW A LOT OF PEOPLE. I THINK THAT THEY WERE VERY INSPIRED BY WHAT ADAM HAD TO SAY, THEY WERE VERY INSPIRED BY WHAT THE DATA HAD TO SAY, AND SO THEY SAW IT. AND WHEN YOU SEE IT, IT IS VERY DIFFICULT TO UNSEE IT. AND THEN THE NEXT THING THAT YOU HAVE TO DO WHEN YOU SEE IT IS YOU HAVE TO ACT. AND SO WE GOT A FEW PEOPLE WHO WERE SAYING LOOK, I WANT TO BE PART OF THE SOLUTION ON THIS. NOW THAT I CAN SEE WHAT’S ACTUALLY HAPPENING, IT’S NOT JUST HEALTH CARE, I WANT TO CONTRIBUTE TO THAT.
JOSE: SO WE’VE GOT LESS THAN A MINUTE LEFT, MONICA, WHAT DID ADAM TALK ABOUT IT SEEMS LIKE IT WAS NOT JUST THE TRADITIONAL HERE’S THE HISPANIC MARKET, HERE’S HOW YOU CAN SELL TO IT.
VILLALOBOS: IT WAS VERY SPECIFIC TO SMALL BUSINESSES AND TO WHAT SMALL BUSINESSES CAN DO FOR THE COMMUNITY AND THAT’S THE PERFECT COLLABORATION FOR US, BEING ABLE TO TAKE DATA, MAKE IT ACTIONABLE AND ALSO HAVE OUR CORPORATE PARTNERS AND OUR SMALL BUSINESSES BE RESPONSIBLE. NOT JUST SELL WIDGETS, AND PRODUCTS, AND SERVICES TO OUR COMMUNITY BUT TO BE RESPONSIBLE TO IT. IN THE END, THAT’S THE MISSION OF DATOS TO PROVIDE RESPONSIBLE, RELIABLE, AND RELEVANT DATA.
JOSE: WELL IT SEEMS LIKE YOU SUCCEEDED. WHICH ONE WAS THIS? HOW MANY YEARS NOW?
VILLALOBOS: 22.
JOSE: 22 YEARS.
VILLALOBOS: YES.
JOSE: AND NEXT YEAR WE’LL SEE SOMETHING SIMILAR. IS THAT RIGHT?
VILLALOBOS: YES, WE WILL CONTINUE WITH THIS FRAME WORK.
JOSE: WELL VERY GOOD. WE’LL HAVE YOU ON NEXT YEAR TO TALK ABOUT IT THEN. THANK YOU SO MUCH FOR JOINING US.
VILLALOBOS: ALL RIGHT. THANK YOU SO MUCH.
JOSE: AND THANK YOU FOR WATCHING. FOR HORIZONTE AND ARIZONA PBS I’M JOSE CARDENAS. HAVE A GOOD EVENING.
NARRATOR: HORIZONTE IS MADE POSSIBLE BY CONTRIBUTIONS BY THE FRIENDS OF ARIZONA PBS MEMBERS OF YOUR LOCAL PBS STATION. THANK YOU.

Hispanic buying power is anticipated to top $47 billion by the end of this year according to the new “Datos” report. Monica Villalobos, vice president for the Arizona Hispanic Chamber of Commerce, and Jon Ford, director of strategic initiatives for the Vitalyst Health Foundation, join us to talk about the report.

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Monica Villalobos and Jon Ford

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