The growth of the U.S. Hispanic population is requiring corporations and leaders across all industries to think about how they can effectively engage with Hispanic employees and consumers to drive new areas of growth, consultant Glenn Llopis writes in Forbes.

Llopis, who is partnering with NAIFA to provide members with tools and resources to help them reach the Hispanic market, says there is a “growing need for senior executives and all levels of leadership to be more culturally competent … and to engage more strategically with Hispanic consumers by building deeper, more meaningful and trustworthy relationships.”

Llopis also quotes NAIFA President Juli McNeely: “Our sponsored Advisor 2020 report details how the rapid population growth in immigrant communities, especially Hispanics, is transforming the U.S. into a minority-majority country. Now, more than ever, NAIFA must help its members and the insurance and financial services industries that we serve enhance their skills, knowledge and networks to tap into and serve these growing markets, in particular the Hispanic market. Our goal is to prepare our members for 2020 and beyond.”