Description
In terms of production, the Latinos(as) represent 14% of the U.S. workforce and is the fast growing segment (NCLR, Fact Sheet 2008). Only one in five (17%) Latinos(as) are in "white collar" positions: managerial, professional, and related positions, partially represented by 9,200 physicians and surgeons, 53,700 postsecondary teachers, 77,700 chief executives of businesses, 29,000 lawyers, and 3,300 news analysts, reporters, and correspondents. But "one in four (24%) work in service occupations; 22% in sales and office jobs; 16% in construction, extraction, and maintenance jobs; 19% in production, transportation, and material-moving occupations; and 2% in farming, fishing, and forestry occupations" (NCLR, Twenty FAQ's).

In terms of specifically Latino Evangelical production, Latinos are underrepresented in theological institutions (see Daniel O. Aleshire's presentation Hispanic Presence in Theological Education, Oct 2008; see also Education). Only 3% of seminary students and faculty are Latino and only 1.5% are Latino Evangelicals (extrapolated data from Garcia and Hernández, The Present is Mestizo: Consultation for Hispanics/Latino(a)s in Theological Education).


In terms of consumption, the Latino(a) market is the prize target of marketers and advertisers currently. In a recent report, Latinos(as) represent “50% of all potential new buyers entering the U.S. marketplace” (Nielsen Wire). Latinos(as) represent 15% of the population, about 44 million, with an “estimated spending power of $1.2 trillion”. Of the 44 million, 4 million now have incomes of over $75,000 (AdWeek). With the recent explosion in Spanish-language media, one of the major strategies has been investment in Spanish-language advertising. In 2007, advertisers spent $5.78 billion in Spanish-language media advertising (Nielsen Wire). The Nielsen Monitor-Plus™Spotlight: Spanish-Language Advertising Report reveals some very interesting details, via advertising, about Latino(a) consumption.


Other strategies have tried to segment the Latino(a) market into “most acculturated” – speaking mostly English at home (34% of population), “Bi-cultural” – speaking mostly Spanish at home and consuming Spanish-language media (53%), “least acculturated” – speaking only Spanish at home (13%) (Nielson Wire)

For Latino Evangelicals, Spanish language christian book publishing as also been an exploding industry. Most major Christian publishing house know have a Spanish language arm. But the best seller have been translations of English titles. Rick Warren's Una vida con propósito (Zondervan, 2003; The Purpose Drive Life) was #4 Bestseller on Amazon's Spanish language books. Joel Osteen’s Su mejor vida ahora (Casa Creación, 2005; Your Best Life Now) ranked #17 on Amazon's Spanish bestseller list.

Stories
In interviews with Latino(a) Evangelical pastors the repeated connection between production and consumption with educational attainment has become apparent (also see Education). For many of these pastors education is viewed as the key to changing Latino(a) production and consumption. Education provides access to professional advancement. It is the key to transforming blue collar workers to white, and servers to managers. Education is critical to changing consumption patterns. Pastor Daniel Jimenez comments that Latino(a) men "spend a lot of their money on beer." This anecdotal comment is verified by the $156.6 million spent by beer advertisers in 2007. He believes that education will lead to increased professional opportunities which will change spending priorities. “One of the things we are afraid of is that we will not have the same opportunities of the pure Americans. We might believe that all the things are being designed for the Americans; in particular, the things like going to college or to prepare you to have a good job. This is one of my biggest fears.” (Juan Carlos Rivera) One way that Latino Evangelicals are combating this ‘fear’ is by sponsoring and promoting educational programs for children in the Latino(a) neighborhoods. Pomona Hope, S.A.Y. Yes! Pico Union and Amigos are after-school programs sponsored by First Presbyterian Church of Pomona, First Evangelical Free Church of Los Angeles and First Presbyterian Church of Santa Ana, respectively. KidWorks in Santa Ana, CA is another example of Latino(a) Evangelicals' involvement with transforming at-risk children's educational opportunities.

Dreams
In the stories of Latino(a) Evangelicals above, one can hear the dreams of access to higher paying professions, a fair wage and more Latinos(as) in decision-making and societal shaping positions.

As for consumption, the dreams would be that Latino(a) Evangelical would carefully balance the enjoyment of their hard earned income and the trap of the “American Dream”. In doing so, Latino(a) Evangelicals could share a prophetic message through their lives which confronts western over-consumption and materialism.

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References