For years, we practitioners have been creating marketing strategies to appeal to the Latino segment, to acquire them, retain them, and, of course, upsell. We talked about acculturation, and first, second, and third generations.

We discussed language attainment in how it is best to create in language versus translating. All this was very good and helped us create innovative programs that increased reach within the segment … But times have changed and all is not as simple as it used to be.

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