US Hispanic consumers spent $1.3 trillion in 2015, driving national economic growth. They outspent other groups when it comes to groceries, used cars and phone services. The $1.3 trillion is larger than the gross domestic product of Mexico. Total buying power has increased by 200 percent in the past quarter-century. Approximately 35 percent of Hispanics are under the age of 18, compared to only 21 percent of the non-Hispanic population. The importance of Hispanic consumers is a wake-up call to corporate America. 

We have been extremely fortunate to have delivered insights & strategies about the U.S. Hispanic Market to Corporate America since the late 1990s. Our first internal consulting engagement was with Allstate’s Hispanic Business Initiative in 1999, and it continued for fifteen more years. During that time, we advised on strategies, recommended best practices, built databases and predictive models, and of course, conducted tens of thousands of surveys with Latinos and interviewed hundreds of Hispanics through focus groups and one-on-one interviews. 

Post Allstate, we’ve consulted to and delivered insights and advice to a plethora of brands, including but not limited to the Alzheimer’s Association, Coca Cola, the Dallas Chamber of Commerce, Heff-Jones, Holiday Inn, Nationwide, Smithfield Foods, Travelers, TIAA-CREF, and Wells Fargo. And, on behalf of the National Hispanic Corporate Council, we’ve helped Burger King, Coca Cola, Coors Brewing, Hallmark, Hyatt, Marriott, Miller Brewing, Owens-Corning, Pepsi, Shell, Sprint Nextel, SRP, State Farm, US Bank, Tyson, Wal-Mart, and Wells Fargo.

Creating strong brands, building better products, cultivating loyal customers

We’ve enjoyed helping every one of our clients and brands over the past twenty-five years to successfully engage the U.S. Hispanic market. Here are a few success stories that we are very proud of.


Doubled Hispanic market revenue from $1.1 billion to $2.2 billion over five years via advice, insights, databases and best practices.

Coca Cola.

Increased Coca Cola's Hispanic marketing effectiveness by providing cultural understanding, designing new consumption metrics, customer segmentation, and integrating insights from AC Nielsen and retailer market analysis.

Heff Jones. 

Two-year engagement with Herff Jones, a $1 billion educational achievement company, to drive their Hispanic market initiative. Conducted in-depth phone and in-person interviews to explore opportunities and challenges serving this market segment. Designed best practice programs to increase the effectiveness of marketing and sales professionals when engaging with U.S. Hispanics. Measured their market performance by applying our proprietary Hispanic-surname algorithm to their customer database. Conducted online surveys with their sales force to evaluate and refine the training programs and processes. Designed, along with other consultants, Herff Jones's 18 page pamphlet "Win The Hispanic Market, Best Practices From the Front Line", which was distributed to the Herff Jones sales force during 2012. Click here to view the pamphlet.  

Alzheimer's Association of Northern California / Northern Nevada. 

Pro-bono consulting to drive increased awareness of the disease and the Association among the growing Latino population. Successful delivery of organizational assessment, marketing strategies and plans, training, and launch of an educational marketing initiative that is driving awareness and engagement with the Association. Click here to view a copy of the Alzheimer's Association bi-lingual brochure, "Healthy Brain", which is based on our advice and insights gathered from Latino consumers.

The Travelers

The business challenge - increased diversity in one of the largest states in the Union, and increased competition from other carriers. The solve – target one of the fastest and largest consumer segments, the U.S. Hispanic market. On behalf of Travelers of Florida, The Barraza Group completed a comprehensive discovery, design, and delivery process to help them capture market share and increase customer satisfaction and retention among the U.S. Hispanic market. We conducted an organizational assessment, market sizing, SWOT analysis, and delivered a detailed marketing plan that included key strategies, over 70 tactics to support the strategies, and on average, ten specific tasks that supported each tactic. 

We trained the regional staff, sales management, and in cases, the sales force about the U.S. Hispanic market – its aspirations, its cultural nuances, its demographics, and how to tap into them in order to drive acquisition and retention. 

In addition, we designed a micro-market database consisting of nearly 3 million geographies with detailed information about ethnicity, language, tenure of residency and other demographic data. This database was used to acquire new customers and measure business performance.