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.
For the Scouting professional, understanding the demographics of this dynamic and diverse population, and pinpointing emerging opportunities where the Hispanic population is growing at especially high rates, will become increasingly important to the future of the Boy Scouts of America. The effort to develop an accessible national branding and imaging campaign to introduce Scouting and its values to the Hispanic market is the focus of the Hispanic Initiatives.