Try Googling “Latinos brand loyalists” and you’ll get hundreds of articles and studies addressing how Latinos are more brand-loyal than non-Hispanics. Try Googling “Latinos showrooming” and the results will be exactly the opposite. In spite of leading the mobile web and driving new shopping behaviors, very few experts address Latinos when it comes to discussing [...]
Read MoreLast week, The New York Times published an article on the lack of Latino-specific children’s books. It created quite a stir, with hundreds of commentators taking a very extreme position either in favor or against the notion that having more Latino books could help Latino kids become more engaged with reading. Many of the commentators [...]
Read MoreIn the beginning it was the language. That’s how marketing to Latinos started. And agencies and the media put the Latino consumer in a “language cage.” It was as if Latinos lived in a silo, connecting only with Spanish language and Spanish media. Today’s Latino reality, with 70 percent self-defined as “bicultural,” is completely different. [...]
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