In the business of mass communications, understanding American culture across the states is tough. Understanding minorities’ diverse cultures across the regions is even tougher. Now ask yourselves, what happens when you’re dealing with 1st, 2nd, 3rd and even 4th generation minorities in one place – all uniquely different? All of these generations differ in backgrounds, customs, traditions, dialects and, of course, buying considerations/triggers. Having so many different generations of Latinos in one region is part of what makes the state of Arizona so special. Another major reason that is unique is due to the homogeneity of country of descent from Latinos in the region. While Latinos in other regions particularly on the east coast tend to be more diverse as far as the country of descent, Arizona is truly set apart by the dominance of Mexican heritage. In fact, according to the 2014 Arizona Hispanic Chamber of Commerce Datos study, over 90% of Phoenix-area Hispanics are of Mexican descent, which compares to only 63% for the entire nation. Read the entire story on the Nativa Blog.