Why Marketing to Immigrants in the U.S. is Essential for Business Growth

The U.S. has long been known as a melting pot of cultures, and today, it remains a global hub for immigrants. According to the Pew Research Center, the U.S. is home to one-fifth of the world’s international migrants, with the foreign-born population reaching a record 47.8 million in 2023. That means immigrants now make up 14.3% of the U.S. population, the highest share since 1910.

Given this rapidly growing and diverse population, businesses have a tremendous opportunity to tap into the immigrant market with black-owned agencies like Hard Beat. But why is marketing to immigrants in the U.S. so important, and how can companies do it effectively? Let’s break down the key factors.

Immigrants Drive Economic Growth

Immigrants are not just a significant part of the population—they also play a crucial role in the U.S. economy. Over 30 million immigrants were part of the U.S. workforce in 2022, with lawful immigrants accounting for the majority. These workers are essential across industries, contributing to both the labor force and consumer base. Furthermore, immigrants and their children are expected to add 18 million people of working age between 2015 and 2035, helping to offset the decline in the workforce due to retiring Baby Boomers.

For businesses, this means that immigrants represent a substantial and growing market. They are not only consumers but also entrepreneurs and workers driving innovation and contributing to the economy.

The Growing Diversity of Immigrants in the U.S.

One of the most striking aspects of the U.S. immigrant population is its diversity. While Mexico remains the top country of origin for U.S. immigrants (accounting for 23% of the total immigrant population in 2022), immigrants from countries like India, China, and the Philippines are becoming increasingly prominent. In fact, 28% of U.S. immigrants come from Asia, while Latin America (excluding Mexico) accounts for 27%.

This diversity is important for businesses aiming to market their products and services. Immigrants bring with them unique cultural perspectives, preferences, and needs, which means that marketing strategies must be tailored to resonate with different cultural groups. Companies that invest in understanding and catering to these diverse communities will have a competitive edge.

Changing Trends in Immigration

Immigration patterns have shifted significantly over the years. Prior to 1965, U.S. immigration law favored European immigrants, but with the passage of the Immigration and Nationality Act in 1965 and the Immigration Act of 1990, immigration from Asia and Latin America surged. As a result, the immigrant population today is far more diverse than it was a few decades ago.

Businesses need to stay aware of these changes and adjust their marketing strategies accordingly. For instance, the rise in immigrants from Asia means that businesses may need to focus more on marketing to Asian communities, particularly in areas where they are concentrated.

Immigrant Consumer Habits and Language Preferences

Another key factor to consider when marketing to immigrants is language. While 54% of immigrants in the U.S. are proficient in English, many still prefer to speak their native languages at home. Spanish remains the most common language spoken among U.S. immigrants, but other languages like Chinese, Filipino/Tagalog, French, and Vietnamese are also widely spoken.

To reach immigrant consumers effectively, businesses must consider multilingual marketing strategies. Whether through advertising, customer service, or social media, communicating in a customer’s native language can build trust and brand loyalty.

Legal and Unauthorized Immigrants: A Growing Market

Not all immigrants in the U.S. have the same legal status, but they all represent potential customers. As of 2022, about 23% of immigrants in the U.S. were unauthorized, and many of these individuals have legal protections that allow them to work and contribute to the economy. Programs like Temporary Protected Status (TPS) and Deferred Action for Childhood Arrivals (DACA) provide legal work authorization for hundreds of thousands of immigrants.

Businesses should avoid assumptions about immigrants' legal status when creating marketing campaigns. Instead, focusing on inclusive and respectful messaging will appeal to a broad audience while acknowledging the challenges immigrants may face.

Immigrants Are Shaping the Future of U.S. Markets

As the U.S. immigrant population continues to grow and diversify, it is clear that immigrants will play an even larger role in shaping the future of American markets. By 2035, immigrants and their children will account for a significant portion of the country’s workforce and consumer base.

For businesses, this presents a unique opportunity to build long-term relationships with immigrant communities. By investing in targeted, culturally aware marketing campaigns now, companies can position themselves as leaders in serving this important and growing market.

Conclusion

Marketing to immigrants in the U.S. is not just a smart business strategy - it’s essential for growth. With nearly 48 million immigrants living in the U.S. today, businesses that embrace diversity and tailor their marketing efforts to meet the needs of immigrant communities will be well-positioned for success. Whether through multilingual campaigns, culturally relevant messaging, or simply understanding the diverse backgrounds of their target audience, companies can unlock the full potential of this dynamic and influential market with Hard Beat Communications.