Embracing Illegals

Inez and Antonio Valenzuela are a marketer's dream. Young, upwardly mobile, and ready to spend on their growing family, the Los Angeles couple in many ways reflects the 42 million Hispanics in the U.S. Age 30 and 29, respectively, with two daughters, Esmeralda, 8, and Maria Luisa, 2 months, the duo puts in long hours, working 4 p.m. to 2 a.m., six days a week, at their bustling streetside taco trailer. From a small sidewalk stand less than two years ago, they built the business into a hot destination for hungry commuters. The Valenzuelas (not their real name) bring in revenue well above the U.S. household average of $43,000, making them a solidly middle-class family that any U.S. consumer-products company would love to reach.

But Inez and Antonio aren't your typical American consumers. They're undocumented immigrants who live and work in the U.S. illegally. When the couple, along with Esmeralda, crossed the Mexican border five years ago, they had little money, no jobs, and lacked basic documents such as Social Security numbers. Guided by friends and family, the couple soon discovered how to navigate the increasingly above-ground world of illegal residency. At the local Mexican consulate, the Valenzuelas each signed up for an identification card known as a matrícula consular, for which more than half the applicants are undocumented immigrants, according to the Pew Hispanic center, a Washington think tank. Scores of financial institutions now accept it for bank accounts, credit cards, and car loans. Next, they applied to the Internal Revenue Service for individual tax identification numbers (ITINS), allowing them to pay taxes like any U.S. citizen -- and thereby to eventually get a home mortgage.