The Latino Vote: Why Mess With the ‘Metatribe’?

It’s become somewhat of a talking point at marketing conferences that Latinos are not a single monolithic entity, but rather a diverse collection of people of different cultures, interests, and political persuasions. As syndicated columnist Esther Cepeda recently wrote, anyone hoping to reach Latinos needs to ask, “which Latinos? – there are so many different kinds.”

But another popular talking point – which on the surface might appear contradictory – is that Latinos tend to rally if approached the right way, or attacked the wrong way as pointed out here. So while it may be naïve to think of Latinos as a single tribe, it’s smart to think of us as a metatribe – a confederation of groups that sometimes come together, despite our differences. Read More »