Hispanic buying power is expected to reach $1.7 trillion by 2020, a product of the demographic in the U.S, reaching its maturity. There’s no secret that the Latin consumer has evolved into one of U.S. marketers most coveted prizes. But just targeting Hispanics won’t necessarily make them buy your products or services. Understanding the actions that change buying behavior in mass or identifying trends is the art of marketing in its highest form. But Hispanic marketing trends are unpredictable. Instead of forecasting the trends, understanding what’s the driving force behind them is a more reliable barometer.