by george zwierko
Brands have an opportunity to develop relationships based on genuine connections.
ispanics currently account for 18% of the total U.S. population and will yield over $1.7 trillion in buying power this year alone. What does this mean for companies? Honestly, nothing. These are national statistics that give you a broader view of how the consumer landscape is changing. When we drill these stats down into bite-size pieces relevant to a business, corporation, or community, we can begin to identify how valuable a multicultural strategy can be. There are many highly sought after groups – the Hispanic market being one –but effectively targeting the multicultural consumer is about making your message relatable and effectively recognizing meaningful cultural nuances.
Stereotypes derive from assumptions, not facts. These assumptions lead to the use of cliches that do more harm to a brand than good. Incorporating culturally relevant subtleties help activate memories, thoughts, and feelings and provide an accurate picture of someone's