It seems as if every day large companies are taking leaps into marketing to the Hispanic community.
Since the 2010 census came out and showed the outstanding numbers of Latinos in the United States, companies such as Procter & Gamble (By starting Orgullosa) and PepsiCo (by adding Sofia Vergara as their spokesperson) have realized there is a large target market that has been neglected.
Goodwill has decided to join the bandwagon and recruited Evette Rios, a Puerto Rican bilingual lifestyle expert, to be the organization’s first Latina spokesperson.
Forbes magazine reported this week the Hispanic annual spending power is already $1 trillion and is predicted to rise to $1.5 trillion by 2015, says a Nielsen Media Research report.
So Rios will bring her expertise to her new role and will work with Goodwill to help increase the recognition of the company in the Hispanic community.
“Not only is one in six people in the United States Hispanic, but this population makes up the fastest-growing segment of Goodwill shoppers and program participants,” said Jim Gibbons, president and CEO of Goodwill Industries International. “We are thrilled to have Evette on board to help us expand our message of environmental conservation, job training and family support services to this community.”
Over the next year, Rios will serve as a Goodwill lifestyle blogger and ambassador. She is known for her expert room improvements, her budget-friendly craft, and her appearances on the Rachael Ray Show. She is also known for her role as a field correspondent on ABC’s daytime talk show “The Chew.” Rios is also a regular contributor to the Siempre Mujer magazine.
For over 110 years, Goodwill has worked to maintain their mission to “reduce, reuse, and repurpose.” Goodwill stores around the country receive two billion pounds of clothing each year that people donate and give away.
Instead of sending all this clothing to the landfills, Goodwill takes it and puts it to better use. Local stores around the country sell the clothes for a cheaper price, and in the process create entry-level jobs for people looking for work.
In 2011, more than 4 million people in the United States and Canada benefited from Goodwill. About 80 percent of Goodwill’s money goes into funding job training programs, employment placement services, and other community-based programs.
According to a recent press release, Rios will bring the Goodwill mission “to enhance the dignity and quality of life of individuals and families” to the Hispanic-American community by integrating Goodwill’s message into her appearances, and incorporating visits to Goodwill agencies with her travels.