If what economists are predicting is correct, the current Hispanic population boom will have the same economic impact on the U.S. consumer marketplace as the Baby Boom. Leading US companies have listened to these forecasts. They are rapidly developing customized brand strategies and significantly increasing their marketing budgets in order to tap into this young, fast-growing consumer demographic.

Corporate America's "wake-up call" is often attributed to the 2000 U.S. Census. From 1990 to 2000, the Hispanic population grew by 59%. Once CEO's and CMO's learned about the size, youthfulness, spending power and projected population growth, everything changed - The Hispanic Community officially transformed into the Hispanic Market.

This market is an attractive, legitimate force that businesses are targeting in almost every consumer category. Consider these statistics: there are 45.5 million US Hispanics whose purchasing power is estimated to reach $1.2 trillion in 2012.