The decline of the jaguar in the 1970s reflected the large trade in their skins. Since 1973, when the species was listed on Appendix I of the Convention on International Trade In Endangered Species of Wild Fauna and Flora (CITES), the threat from the commercial skin trade has abated. However, habitat destruction and opportunistic killing continue. If the jaguar is to persist into the future, local people must be convinced that conserving jaguars has long-term benefits for them.

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Hispanics are a growing segment of the United States population and will be an increasingly important stakeholder in future allocation and management of natural resources, including wildlife. In the United States, Hispanics now are the largest ethnic minority and will remain so over the next 40 years. Texas supports the second‐largest Hispanic population in the United States behind California, and it will have a Hispanic majority by 2040. Some analysts predict that this demographic shift will leave us with a less‐educated population with smaller incomes and higher levels of poverty—posing not only a social concern but also a challenge for conservation of wildlife resources. Here we identify shared Hispanic cultural characteristics, such as family, socioeconomic factors, and language, and their importance in planning wildlife outreach programs. Recognizing differences among Spanish‐speaking cultures is equally important. Knowledge of cultural characteristics will enable wildlife advocates to better expose wildlife issues in a manner receptive by Hispanics. It is in the best interest of wildlife and wildlife professionals to encourage Hispanic participation in this planning process because of their growing political and economic influence.