CEO Blog

The Newest of New Mainstream: How to Market to the LGBT Community

I spend a lot of time providing marketers with guidance on what strategies and tactics they should leverage in order to better appeal to the New Mainstream, which many consider synonymous with multicultural. Despite spending most of my career helping brands target the multicultural community, I disagree with that definition. Instead, I define the New

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An Emulsion of Culture – What “Tanning” Means for Multicultural Marketing

Last month in Miami, we hosted a panel of agencies and brand marketers who are experts on marketing to African Americans, including COMMONGROUND/MGS, RockOrange and Sonshine Communications.  It’s one of the marquee events of our Summit, where marketers focused on one multicultural group – Hispanics, Asian, LGBT, etc. – can learn from another. What’s fascinating

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Are You Making Mistakes When It Comes To Multicultural Marketing?

Have you ever visited a foreign country and made an accidental “faux pas” when misreading its language, cultural or societal cues? That’s how a business can feel when their multicultural marketing efforts miss the mark — but the impact of these mistakes can be quite severe. This is why some retailers hesitate when placing a

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One Million in 2015: How Hispanic Millennials Will Change American Business, Politics and Culture

Eighteen years is a classic indicator of validity in America. It’s a rite of passage into adulthood, marking a new level of freedom and influence in our society. So when one million Hispanics are projected to turn 18 in this year, that’s a critical mass – at a critical age – that should not be

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Are Hispanics tech’s next tycoons?

This blog post originally appeared in the USA Today and can be found on the link here. There comes a time when the word “minority” loses its context, where one group surpasses its status in population and influence, crossing over into a new mainstream community of Americans. When I first arrived in Silicon Valley to

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What I Learned From the Hispanic Community About Entrepreneurship

As a Mexican-American who has followed the recent celebration of Hispanic Heritage Month, I am very proud of my culture. The Hispanic community has a certain passion that transcends its component cultures and draws in others. The vibrancy of Hispanic cultures’ style, music and food has influenced the look and feel of America. This passion is

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Majority-Minority Classrooms: Why Should We Care?

As a parent, I always get a strong feeling of change when my children go back to school. It marks an official milestone where your children are one year older and adapt to new teachers, lessons and classmates. Before you know it, they grow into a new college in a new city or state, making

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Want to Reach Hispanics? Go Mobile.

Reaching the Hispanic market has always been a moving target. Our country’s Latin American community is dynamic; comprised of a changing mix of people from dozens of Hispanic countries, with a wide variety of cultures, acculturation levels, media habits and spending behaviors. But it’s also a moving target because it’s quite literally on the move,

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An Inside Look at America’s Diverse Travelers

This summer, many of us are gearing up for some relaxation and fun in the sun by heading to the beach, the mountains or some of the country’s greatest landmarks.  It’s an American rite of passage to embark on a grand summer vacation; but as the country’s demographics have shifted, so have travel patterns. Consider

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Is the World Cup Ready for Primetime with U.S. Hispanics?

Which  sport is America’s national pastime? For decades the answer was simply baseball. Now, the answer is football. But does football’s grip on our nation’s collective heart wane a bit when another type of  fútbol  arrives with the World Cup at the end of this month? For many U.S. Hispanics, the answer is yes. Fútbol

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