Everybody's talking about this year's World Cup. Next to the Olympics, the FIFA World Cup is the largest, most all-encompassing sporting event in the world with nearly 200 countries trying to qualify for their chance to be among the final 32 taking the field in unarguably one of the most enthusiastic ftbol (soccer) countries in the world, Brazil.

About a decade ago, I read in Icono Culture about a trend in which old, outdated strip malls were being refurbished to cater to Latino shoppers. The article cited two or three examples. Fast-forward to 2014, and a similar story about The Legaspi Company was recently featured in Fast Company about how they are creating "Hispanic malls" all across the U.S.

Three things are clear. Total market has dominated the multicultural marketing dialogue this year; no one can agree on exactly what total market is and whether it's the right approach; and the 2014 World Cup starts today.

More organizations are paying attention to Hispanics and Hispanic Millennials are drawing a great deal of that attention for reasons discussed in our recently released project.