Where to start
It’s no secret to US marketers that Hispanic consumers represent a growth opportunity. The population trends are unequivocal. People of Spanish-speaking descent number more than 61 million in the US and are projected to surpass 68 million by 2025. The group is currently some 20% of the US population, and the growth is coming from nativity, not immigration.
Yet, when marketers attempt to build brand awareness and commerce with the segment, they continue to miss by following theoretical best practices that are really just enduring myths. Said another way, everything marketers think they know about the Hispanic...