Previously, we examined the growth trends and scale of the multicultural market segment. Over the past four decades, the U.S. Census has documented the growth trajectory of our Hispanic population. While the numbers alone tell a powerful story of the value of the Hispanic market to brands, to fully understand the opportunity we have to dig deeper. The Hispanic market is uniquely relative to past immigrant groups. Hispanics represent a unique movement due to a combination of factors including language, duality and tenacity.