If You Want to Build Business, Cue in on Culture Instead

It has finally happened. According to none other than the distinguished Pew Hispanic Center, births have surpassed immigration as the main driver of growth in the U.S. Hispanic market. In other words, since 2000, the proverbial exponential growth in the Hispanic population has been (and will continue to be) mostly driven by kids born in the U.S. — a majority of whom are second generation — and not by the so-called unacculturated.

It’s no surprise. The Pew Center and others have been predicting this development for years. But it is likely to reignite what has been the subject of much debate. Or better said, hostility. The question of how a brand most effectively markets to Hispanics who were born in the U.S.

Read the entire article at Ad Age.

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