Are you communicating as effectively as you can? Most of us realize that minority populations are growing rapidly throughout the United States, and that their growth is outpacing that of non-minority Americans. In an article today in USA Today, one of the articles contributors said:
"It's this intersection of continuing immigration, a spreading out of that immigrant population into new areas and the relatively young age structure of the Hispanic population, and to some degree the Asian population" that is contributing to these ethnic shifts, says Jeffrey Passel, senior demographer at the Pew Hispanic Center.
And unlike in previous decades, where California or the Southwest saw the most minority population growth, this trend isn't restricted to certain geographic areas:
"In more than a quarter of the 1,800 counties that grew from 2000 to 2007, Hispanics provided at least half of the gains. San Diego County gained 161,000 residents, including 150,000 Hispanics. Hartford County, Conn., gained 19,600, including 18,600 Hispanics."
Many companies and organizations do a fantastic job of communicating with your English speaking customers and employees. But everyone should be aware that as the US population shifts toward greater minority representation, an effective way to capitalize on that trend is to address LEP (Limited English Proficiency) consumers and workers in their native language. Whether you try something as simple as a translated brochure, or supporting multilingual versions of your corporate website, communication can make a huge difference in how your organization is perceived.