The U.S. Census Bureau announced that 38.8 million Hispanics live in the USA today, making Hispanics the largest minority group in the USA for the first time since records have been kept. Since the Census was taken in April 2000, the Hispanic population grew at a rate of 9.8%, compared to a growth rate of 2.5% for the entire U.S. population. Hispanics accounted for half of the national increase and make up 13% of the nation's population.

The article provides many examples of how the steady surge of Hispanics has changed the fabric of life in the United States, from food on grocery shelves, movies and the bedsheets children sleep on to the rosters of professional sports teams. There are more than 1.1 million such companies, four times the number two decades ago. Hispanics now own one of every 20 U.S. companies, the latest Census data show. On Capitol Hill, where many members are starting to take Spanish lessons, there are 23 Hispanics in the U.S. House of Representatives. Both political parties are competing fiercely for Hispanic voters, who made up 7% of the electorate in 2000.

Of course, the change in lifestyle that comes from the influx of immigrants worries many of the established ethnic groups. In California, Arizona and Texas, many people are upset about the flow of illegal immigrants. At the same time, the surge in their numbers creates clashes between blacks and Hispanics, Anglos and Hispanics and Asians and Hispanics. Because so many Hispanics are newcomers, there are disputes over jobs, political power, schools and lifestyle.

Although Hispanics are put in one category by the Census data, it may not be easy to target them with one message, whether offering politics, music or frozen foods. Hispanics come from different countries, speak different dialects, listen to different music and prefer different cuisines.