"Flip the Script" challenges negative stereotypes and biases about Hispanics, promoting a more inclusive and positive narrative that reflects the strength and resilience of our communities.

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We need to shift the misconceptions that surround Hispanics in STEM and Hispanic Heritage Month is the perfect moment to speak about it. There’s a common misconception that Hispanics lack interest in pursuing professions within STEM fields. This misconception, often rooted in stereotypes and biases, is not only inaccurate but also detrimental to both the Hispanic community and the broader field of STEM. To foster a more inclusive and equitable future, we must pivot from this misconceived notion and instead embrace a narrative that not only recognizes but celebrates the immense importance of Latino talent in STEM.

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Objectives of the campaign:

1. Share the data around the current state of Hispanics in STEM during Hispanic Heritage Month.
2. Create awareness of the big gap and opportunity for all Hispanics to pursue a career in STEM (flip the script!)
3. Speak about how Hispanics are driving prosperity, power and progress in the U.S.

LET’S FLIP THE SCRIPT FOR HISPANICS IN STEM!

BUILDING A BRIGHTER

FUTURE IN STEM.

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Hispanics Driving Prosperity, Power

And Progress Through STEM.

THEME & TAGLINE

• From computer science to biomedical engineering, Hispanics are making incredible strides in the world of STEM, breaking barriers and driving innovation. Let’s celebrate the amazing work of Hispanic scientists, engineers, and researchers who are changing the world one breakthrough at a time.

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• The Hispanic community is an essential driving force behind the prosperity, power, and progress of America. Diversity forms the backbone of our great nation. By celebrating our Hispanic heritage and culture, we can come together as a community, embrace our differences, and work towards a brighter future for all.

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• It is crucial to recognize the significance of having Hispanic representation in STEM fields. By cultivating an environment that is inclusive and supportive, we can motivate more Hispanics to pursue careers in STEM. This will result in greater innovation and progress for our nation.

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• Resilience, hard work, community, and family values are the pillars that push Hispanics forward. Celebrate the strength of the Hispanic community and their unbreakable spirit.

KEY MESSAGES

KEY DATA

POINTS ABOUT

U.S. HISPANICS

of population growth, 26% of the youth population. The fastest growing and second largest segment in the country.

Average growth of Latino-owned companies in revenues. (Pre-Covid data)

Source: PEW Research - U.S. adults Survey 2020

HISPANICS ARE GROWTH

86%

Of all new business in the last 10 years

have been launched by Hispanics

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19yrs

Most common age of Hispanics vs. 58 for non-Hispanics

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HISPANICS ARE ECONOMIC POWER

HISPANICS ARE THE FUTURE

54%

Of projected population growth (2017-2027)

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One out of 5 entrepreneurs are Latino.

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Latinas create small businesses

6 times faster than any other group in America.

7%

Annual Growth

Faster than China!

in annual household spending, with an income growth of 77% and home ownership growth of 28%, we lead upward mobility.

growth in civilian workforce.

Leading in Business

2020 Census

Source: LDC U.S. Latino GDP Report (2022)

$1.9T

Hispanic Americans

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$1.6T

Black Americans

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$1.3T

Asian Americans

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$140B

Indigenous Americans

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$2.8T

Latino GDP, among the 10 largest and the 3rd fastest growing.

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$1.9T

Purchasing power. Highest one within key minority markets in the country:

If it were an independent country, Latino GDP would be the 5th largest in the world. Hispanics are the employees & consumers of the future!

Latino entrepreneurs start more businesses than any other ethnic group in the U.S. for he past 10 years.

68%

Of Auto Industry growth

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68%

Of video game

usage growth

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46%

New home growth

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HISPANICS ARE CRITICAL TO CORPORATE AMERICA

US

China

Japan

Germany

US Latinos

UK

India

France

Italy

Canada

China

Source: US Census Bureau 2018 National Projections, based on 2014 data

WE ARE THE WORKFORCE

78%

of US new workers are Hispanics.

40%

+250%

The future of America’s workforce is Hispanic.

of U.S.workforce growth is Hispanic.

The growth of the Hispanic workforce in the last 25 years.

WE ARE THE VOTERS & TAXPAYERS

31.5M

Hispanics were eligible to vote in 2020.

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$102B

$215B

An aging America is counting on Hispanic contributions to Social Security and Medicare.

to social security.

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Federal, State and Local tax revenues come from Hispanics.

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WE ARE BREAKING STEREOTYPES

increase in adults earning Bachelor/ Advanced degrees. We’re making inroads through education.

increased representation in Mgmt, Business, Science and the Arts. We’re reaching higher skilled occupations.

Are English speakers

growth in health care occupations.

growth in computer-related occupations.

73%

+21%

+80%

+18%

+13%

HISPANICS ARE CRITICAL TO THE ECONOMY

Source: LDC U.S. Latino GDP Report (2022)

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Source: PEW Research - U.S. adults Survey 2020

Source: NBC News- Over half of eligible Latinos voted in 2020 - a historic first (2021)

Unidos US - How Hispanic Contribute to the U.S Economy (2017)

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TALKING POINTS

This talking points with facts will allow your organization to guide conversations around the Hispanic Heritage Month campaign.

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Feel free to use as needed in presentations, gatherings, networking events, as part of official messaging, etcetera.

TALKING POINTS FOR HISPANIC HERITAGE MONTH

GENERAL HISPANIC HERITAGE MONTH TALKING POINTS

• Hispanics are driving prosperity, power, and progress. �From population growth to representation, economy, and education, Hispanics are advancing the country in a positive direction and driving American progress.

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• Hispanic progress is American progress. �They are the majority-minority in the U.S., a large proportion of the country’s youth, and critical to the economy, corporations, and future consumers. Every industry needs Hispanics for its growth.

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• The Hispanic community is driven by the American dream. �75% of Hispanics expect their standard of living to be better than their parents 3.1, and 80% of Latinas have major life improvement plans.3.2

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• Hispanics are the newest injection of energy to the country. �They represent 51% of the population growth in the country and 40% of the workforce growth. 4

TALKING POINTS FOR HISPANIC HERITAGE MONTH

GENERAL HISPANIC HERITAGE MONTH TALKING POINTS

• Hispanics are young, hardworking, and optimistic. �Eight in ten young Hispanics say most people can get ahead in life if they work hard, and 89% have higher aspirations for career success. 1

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• Hispanics are critical to corporate America and to the economy. �With $2.8 trillion in GDP, the Latino economy is 5th largest and the third fastest-growing in the world. 2

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• Hispanics are job makers, business leaders, and entrepreneurs. �1 out of 5 entrepreneurs is Latino, and 8 out of 10 new businesses are started by Hispanics. 3

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• Hispanic contributions are everywhere. �The U.S., as we know it today, wouldn’t be possible without the Hispanic influence. We have contributed to the U.S. since the 16th century in sports, culture, retailing, media, entertainment, agriculture, and more.

TALKING POINTS FOR HISPANIC HERITAGE MONTH

GENERAL HISPANIC HERITAGE MONTH TALKING POINTS

• Hispanic culture is shaping global culture. �Today more than 57% of millennials listen to Latin music 1.1, and the genre is now one of the top 5 most consumed music genres in the U.S. (surpassing country music). 1.2

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• When there are lows, Hispanics always go high. �Latinos are making inroads through education and leading upward mobility with income growth of 77% and $959 billion in annual household spending. 2

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• Hispanics are secular growth. �We represent growth to companies because of our age, economic clout, population growth, and education attainment. Our progress has been sustained through the years and will continue to.

TALKING POINTS FOR HISPANIC HERITAGE MONTH

LATINOS IN STEM TALKING POINTS

1. There is Still Low Representation of Latinas in Tech:
1. Only 2% of Latinas currently hold jobs in the tech industry. This underrepresentation highlights the need for more inclusive opportunities in tech for Latinas.�
2. The number of Hispanic students earning degrees in STEM fields is on the rise.
• Between 2009 and 2020, the number of STEM degrees earned by Hispanics increased by an encouraging 6%. This demonstrates the growing interest and potential within the Hispanic community for STEM careers.�
3. There’s a big gap of Hispanic representation in STEM Workforce:
• While Hispanics make up 17% of the U.S. workforce, they hold just 8% of STEM jobs. Addressing this gap is essential to ensure diverse and equitable participation in STEM fields.�
4. Importance of Role Models:
• A striking 81% of U.S. Hispanics believe that having role models in STEM can significantly encourage young Hispanics to pursue careers in these fields. Representation matters.

1. We need more Hispanic-Owned STEM Businesses:
1. Only 5.3% of Hispanic-owned businesses are currently operating in STEM-related industries. Supporting and promoting Hispanic entrepreneurship in STEM can lead to economic growth and innovation.�
2. The number of Hispanic graduates in STEM fields is increasing over time.
• The percentage of Hispanic students earning bachelor's degrees in STEM fields increased from 8% in 2010 to an encouraging 12% in 2018. This growth showcases the potential of the Hispanic community in STEM education.�
3. Hispanic Representation in Science needs to increase:
• Currently, only 9.8% of scientists in the United States are Hispanic. Increasing this representation is crucial for diverse perspectives and discoveries in scientific research.

TALKING POINTS FOR HISPANIC HERITAGE MONTH

LATINOS IN STEM TALKING POINTS

TALKING POINTS FOR HISPANIC HERITAGE MONTH

LATINOS IN STEM TALKING POINTS

1. Hispanic Student Population is growing, which represents a great opportunity for more Latinos in STEM:
1. Currently, Hispanics make up an impressive one in four U.S. students, accounting for 25% of the student population. This diversity within our education system is a valuable resource for the future.�
2. Hispanics are still underpaid in STEM jobs:
• It's crucial to address the income disparity in STEM. Hispanic STEM workers earn approximately $65,000, which is 83% of what White STEM workers earn. Achieving pay equity is essential for a fair and inclusive STEM workforce.�
3. We are making progress! There are some important wins when it comes to gender parity in STEM:
• In 2018, Hispanic women achieved a significant milestone by attaining gender parity with men in STEM research doctorate programs, both accounting for an equal 50%. This demonstrates the determination and potential of Hispanic women in STEM research.

TALKING POINTS FOR HISPANIC HERITAGE MONTH

LATINOS IN STEM TALKING POINTS

1. STEM Degrees Among Hispanics are slightly below average:
1. While Hispanics earned 9% of STEM master's degrees and 6% of STEM research doctorates in 2018, it's important to note that there is room for growth, as these percentages are slightly lower than the respective averages of 11% and 8% across all fields.�
2. Representation in Computer Science:
• In the field of computer science, Hispanic students earned 8% of master's degrees and 6% of research doctorates in 2017-2018. Increasing representation in this high-demand field is vital for innovation and inclusivity.�
3. Diverse STEM Master's Degrees:
• Hispanics contributed to the STEM landscape in various specializations. They earned 8% of master's degrees in math, 9% each in life sciences and physical sciences, and an impressive 10% of master's degrees in engineering and architecture programs.

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1. The Hispanic community has made countless contributions to American society. Without their influence, the U.S. wouldn't be as we know it today. Their impact is felt in every corner of the country and in every facet of American life. Take a moment to appreciate the immense contributions that Hispanics have made to our society.

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1. Hispanics are job makers, business leaders, and entrepreneurs. Did you know that 1 out of 5 entrepreneurs in the U.S. is Hispanic? It's true! And not only that, but 8 out of 10 new businesses are started by Hispanics. We can positively impact the economy by supporting and uplifting Hispanic entrepreneurs and their endeavors.

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1. Hispanics aren’t just a new injection of energy to this country, they are the driving force behind America's prosperity, power, and progress. Let's celebrate the contributions of the Hispanic community!

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1. With more than 62 million Hispanics living in the U.S., Hispanics play a vital role in building stronger communities and driving the growth and prosperity of our nation. Celebrate their rich culture and heritage!

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Suggested Hashtags: #TogetherWeShine #HispanicHeritageMonth #HHM2023 #HispanicEntrepreneurs #SupportSmallBusiness #HispanicPride #HispanicProsperity #HispanicPower #HispanicProgress

SOCIAL MEDIA MESSAGING- GENERAL

COMMUNICATIONS CALENDAR

1. Did you know that Hispanic representation is low in STEM careers? It's time to close the gap! Let's encourage our Latino community to pursue and thrive in STEM fields. Together, we can build a more diverse and innovative future.

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1. 8 out of 10 of U.S. Hispanics believe that having role models can motivate young Hispanics to pursue a career in STEM. Isn't that amazing?Join forces and become the role models that will inspire and uplift the next generation of Latino STEM professionals!

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1. Did you know that Hispanics make up 17% of the workforce in the U.S., but only represent 8% of STEM jobs? This is a concerning statistic that highlights the importance of diversity and inclusion in the workplace. By promoting diversity in STEM fields, we can tap into the full potential of our workforce and drive innovation.

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1. Representing all members of a community, promoting inclusion, diversity and ensuring equal access to educational opportunities can lead to a thriving community. Latinos in STEM are crucial for Hispanic progress!

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1. Latinos are the future, and the future is here! Let's work towards a future where everyone has equal opportunities to thrive in their chosen career paths.

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Suggested Hashtags: #TogetherWeShine #HispanicHeritageMonth #HHM2023 #HispanicsInSTEM #LatinosInSTEM #Diversity #Unity #Inclusion #Support

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SOCIAL MEDIA MESSAGING- STEM FOCUSED

COMMUNICATIONS CALENDAR

SOCIAL MEDIA - COMMUNICATIONS CALENDAR

VISUAL

APPROACH

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