Eva Gonzalez

As the Hispanic population shoots up and buying power increases, U.S. retailers are increasingly vying for this audience's attention. Some have shifted more of their efforts to digital in light of how Hispanics consume media, while others have adopted creative strategies and added products aimed squarely at the market. U.S. Hispanic buying power is poised to hit $1.5 trillion this year, a 50 percent increase from 2010, according to Nielsen. "Retailers and manufacturers can't afford to ignore multicultural consumers such as Hispanics," said Eva Gonzalez, executive director, diverse consumer intelligence at Nielsen.