Blog

Crafting a Smarter Strategy

As PR experts, crafting a smarter strategy should be top of mind in our industry. Part of that strategy is knowing your audience. In my guest column, Crafting a Smarter Strategy: The Art of Reaching the Bicultural Audience Today , published in the November issue of PRSA Tactics , I write about the shift of what diversity means today as...

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Four Key Insights About #youngmulticultural Consumers

As temperatures drop and consumers turn their personal thoughts to holiday planning and giving, the marketing mind is focused on ending 2015 with revenue success and starting the New Year on solid ground. Content and digital tools will multiply exponentially to reach influencers and consumer decision makers. When I read reports from companies like Nielsen, a global information and measurement...

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Stop, Look and Listen: 3 Steps about Authenticity in Hispanic Engagement

Lately, I’ve noticed lots of people asking me similar questions about how a brand can be authentic to U.S. Hispanic consumers. Usually, after raising my right eyebrow (#sass), my reply is simple and always the same: stop, look and listen! After more than 25 years of work in Hispanic marketing communications and corporate responsibility, my thoughts have become very succinct,...

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Nielsen Study Validates Hispanics Have the Most Years of Effective Buying Power

A recent Nielsen study on the multicultural population, The Multicultural Edge: Rising Super Consumers, brings a new meaning to “young at heart” and will enhance the knowledge base of brands and organizations searching for growth. U.S. Hispanics are not only the largest diverse population, they are leading in youthfulness, coupled with longer life expectancy. Latinos have a median age of...

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Pew Analysis Reveals that a Majority of English-Speaking Hispanics in the U.S. are Bilingual

Over the past several years, research companies such as Nielsen have projected that by 2015 the U.S. Hispanic consumer buying power is estimated to reach $1.5 trillion. Sustained by their increasing numbers, early technology adoption and a young median age, the U.S. Latino population is poised to influence how companies, brands and organizations listen to their needs. I foresee that...

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Studies Confirm U.S. Hispanics Leading in New Media Adoption

Recent articles/publications have reported on some of the latest studies showing that U.S. Hispanics continue to lead the general population in social media, mobile and e-commerce adoption. Erik Sass, reporter of Media Daily News and Social Graf at MediaPost recently wrote about the BIA/Kelsey’s Consumer Commerce Monitor Study which found that Hispanic consumers are more likely to use social media...

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In Absence of Spanish Media Dollars, Genuine Engagement Delivers Results

It’s not uncommon that decision-makers who are tasked to capture segments of the $1.5 trillion U.S. Hispanic market find themselves stretching each of their consumer marketing or community outreach dollars. In many cases executives are unable to align, or in some instances commit, brand-related efforts with a Spanish-language media budget due to the impact of costs. If this is your...

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Abundance of Hispanic Engagement Possibilities for 2015

As we wind down this calendar year, for many of us, strategic work for 2015 has already begun. In the new year, brands will continue to touch U.S. Hispanic consumers with innovative or sustained initiatives. There is an abundance of in-culture engagement possibilities. But, if engaging with the Hispanic market still seems overwhelming for your company or organization, just remember...

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Hyper-Local CSR Goes Hispanic

Across the country and around the world, people’s hearts and pockets turn toward contributing to communities in need during the holiday season. Historically, large corporations have aligned their one-size-fits-all philanthropic and corporate social responsibility (CSR) efforts with their national business footprint. It’s time that imagination takes the form of novel local Hispanic strategies that can have a greater impact. Social...

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Three Ways Hispanics Unite to Advocate

Recently the Hispanic Public Relations Association (HPRA) DC Chapter hosted a panel that I participated on, Hispanic Leaders in Public Relations/Public Policy. It was designed to inform and inspire the next generation of communications professionals. Multicultural millennials engaged with thought leaders who shared knowledge and wisdom about the U.S. Latino experience particularly in the areas of advocacy, entrepreneurship, youth mentorship,...

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