Ricardo González is the founder and CEO of Bilingual America. He’s the developer and teacher of the SpanishPower™ Spanish course and the author of The 12 Hidden Truths to Learning Spanish. He’s also a business consultant who shares his insights on language and culture with companies like Coca-Cola, Georgia-Pacific, and Allied Building Products, and he was on hand at Best of Success to present a seminar titled “How to Succeed in Business With the Booming Hispanic Demographic.”
He ran through some statistics documenting that Hispanics represent 50 percent of the population growth in the United States. “So, who are Hispanics?” he asked. “Hispanics don’t exist!” Hispanic is a term that lumps together Spanish-speaking peoples from some 20 Latin American countries, noted González. “Hispanics identify themselves by country of origin. There is no country named Hispania.”