Communications and Marketing

By 2010, nearly one person out of every six in the United States will be of Hispanic origin. Hispanic purchasing power is projected to reach $1 trillion by 2010, or 9.2 percent of all U.S. buying power. The Hispanic population in the United States is expected to have increased by 118.9 percent between 1990 and 2010.

Understanding the demographics of this dynamic and diverse population, pinpointing emerging opportunities in markets where the Hispanic population is increasing at especially high rates, developing a national branding and imaging campaign to introduce Scouting and its values to the Hispanic market, and establishing a communication vehicle for Hispanic serving executives to share ideas, concerns, and successes are all part of the communication efforts of the Hispanic Initiatives Division.

This is just one of the seven areas of emphasis targeted by the Hispanic Initiatives Division. With significantly increasing membership as its number one goal, the division is focusing its efforts in these areas: