• ENGAGE:HISPANICS
    The Trillion-dollar Latino Entrepreneurial Opportunity
    Over the last 18 years that I have lived here in the United States, I have talked to many Latinos and Latinas about their dreams and their journeys to pursue these dreams. I learned about their aspirations and the barriers that stood in their way.
  • ENGAGE:HISPANICS
    Cross-cultural Gen Z
    Move over Millennials, here comes Gen Z. Who are they? Definitions vary but most demographers define Gen Z - also referred to as Centennials, iGen, or Plurals - as consumers born between 1995 and 2010.
  • ENGAGE:HISPANICS
    Three Strikes For First Timers
    Over the course of my career, I have very frequently run into "first timers." What do I mean by this? Companies, clients or brands that have never marketed their product or service to Hispanic consumers, and have decided to embark upon this opportunity. I cannot remember how many new clients I have serviced who were at this juncture.
  • ENGAGE:HISPANICS
    Hispanic Agencies Aren't Fading; The Ones That Evolve Are Getting Stronger
    A recent post in this publication, "Why Hispanic Agencies Are Fading," grabbed my attention and, I am sure, the attention of many of my colleagues in the Hispanic advertising agency business.
  • ENGAGE:HISPANICS
    Is Acculturation Really Dead?
    We've been hearing the death knell for acculturation for the past several years now in the Hispanic marketing world. A large percentage of Fortune 1000 companies, however, still use acculturation as a point of reference for segmentation so a research company we still see acculturation models regularly.
  • ENGAGE:HISPANICS
    Feeding Latina Millennials' Global Appetite
    Hispanic Millennials, those aged 18 to 34, represent the largest segment of the Hispanic population after Generation Z (aged under 18). Their size and the purchasing power they wield provide a great opportunity for food marketers who want to tap this vital segment.