Article originally published in Entrepreneur. While some industries have benefited from being nimble amid the pandemic, others are still struggling to generate sales. In the corporate world, it has been particularly difficult to forecast upward trends, so how can businesses create momentum moving forward as markets start opening up again? The answer starts by asking yourself: […]

Article originally published in Adweek. During National Hispanic Heritage Month (HHM), Sept. 15 to Oct. 15, many brands hope for a lift in sales by acknowledging the influence, culture and contribution Hispanics bring to our nation. This is also a time when you might see marketers place stereotypical figures in advertising campaigns—an approach that wrongfully represents Hispanic consumers […]

Article originally published in Orlando Business Journal. To achieve business growth after a pandemic, corporations either must get their existing customers to use their products and services more often, increase their prices or get new customers. Regardless of what direction a company decides to go, it must advertise to keep the momentum going. One of the […]

Article originally published in Entrepreneur. According to Geoscape, by 2020, over 50.6 percent of the U.S. population growth will be attributed to the Hispanic market. Small and large corporations alike will be affected by this demographic shift, now and well into the future. Multicultural consumers are driving the growth of the U.S. economy, its employment growth […]

Article originally published in Orlando Business Journal. One of the most important outlets to engage with U.S. Hispanic consumers — the fastest-growing segment within multicultural consumers — is radio. And knowing how to purchase and leverage the right media outlets is key for the success of an advertising campaign. According to a Nielsen report, 97% of […]

Article originally published in Adweek. The more you know about the consumers you serve, the better your chances to succeed as a brand. Take today’s millennials, for example: the most tech-savvy and diverse adult generation in American history. According to a report from Brookings, more than 44% of the millennial generation are minorities—U.S. Hispanics represent over 20% […]

Article originally published in Orlando Business Journal. America is in the midst of a demographic revolution. According to the latest census, more than 40% of consumers in America are multicultural. And that number is growing rapidly. As the population shifts toward new majorities, there has never been a more significant time for the Hispanic community. It […]

Article originally published in Entrepreneur. America is going through a transitional period in the midst of a demographic revolution. Our future is no longer as predictable as we once imagined, especially considering what we went through in 2020 and the current changes we face as we begin 2021. A new government administration is ready to settle […]

Article originally published in Orlando Business Journal. This year will bring a seismic wakeup call to many corporations. We all will witness our consumer base transform from a traditional customer focused on material possessions, to one who invests in the retail experience. Plus, a diverse audience of millennials and Gen Z individuals is emerging. According to […]

Article originally published in Entrepreneur. It is estimated that by 2021 more than 50 percent of the U.S. population growth will be attributed to Hispanics based on a report from Geoscape American Marketscape DataStream. Today, youthful diversity is becoming the counterweight to white, aging consumers, and it is forcing brands to redefine themselves — to discover new […]