Latinos believe deeply in the American Dream. Our parents, grandparents or ourselves have come to this country in pursuit of it. We are also more optimistic than non-Latinos as it relates to our belief in being able to achieve it.

As a whole, Millennials are quickly stealing the spotlight from its predecessors, Gen X and Baby Boomers. Why? Because there are over 80 million of them now coming of age and moving into the workforce. This increased buying power is influencing their purchase decisions and driving major trends within the economy.

In shopper marketing, we live or die on "sell-in" and sell-through."

Earlier this year, we saw the closure of two major efforts by the mainstream media to connect with Hispanics in the U.S.

The Pew Research Center, in its most recent Hispanic Trends Project, notes that ''...as the share of Latino immigrants decreases, rapid growth in the number of Latino births (60% of Latino population growth between 2000 and 2010) means the Latino population will continue to develop at a steady clip. Today, some 800,000 U.S.-born Hispanics enter adulthood each year."

At the Association of Hispanic Advertising Agencies' (AHAA) annual "Think Under the Influence" conference, brands, agencies, media companies, and others involved in the U.S. Hispanic market spent three days hearing presentations and panel discussions continually referencing the Total Market Approach (TMA).