In today’s socially conscious world, diversity is not just a buzzword—it’s a necessity. Corporations that overlook inclusivity in their marketing strategies risk damaging their reputations and missing substantial opportunities. Among the key drivers of diversity are Hispanic consumers, a group reshaping the economic and cultural fabric of the United States. Ignoring this influential demographic is […]

Article originally published in Orlando Business Journal. In the realms of advertising, marketing and design, the creative brief is an indispensable document that lays the groundwork for successful project execution. This concise, strategic plan outlines the vision, goals and key messages of a project, providing clarity and direction to all stakeholders involved. A creative brief streamlines […]

Article originally published in Orlando Business Journal. Recently, I had the opportunity to attend a business breakfast with a leader from a prominent national nonprofit organization. During our conversation, she expressed concerns shared by some leaders in her organization regarding multicultural initiatives in light of the new Trump administration. Such apprehensions often stem from the belief […]

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 […]