For some time now there has been a lot of debate over how to best reach the Hispanic/Latino consumer and contrary to most arguments is the one of language. The Census figures, though culprit in part for the “new” interest in this segment of the population, have only confirmed what was already common knowledge, that Hispanics/Latinos are becoming a force to be reckoned with.

Another important result from the Census figures is that they have opened the Pandora’s box that the American-born Latinos represent. These new citizens of the United States of America still carry in their blood traditions and a language that come mostly from south of the border, yet are as American as can be; this conundrum generation has thrown the entire advertising industry for a loop.

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