Commentary: Race Ain’t Nothing but a Number

In the past couple of decades, a gradual increase can be seen not only in the purchasing power of Latinos, but in the efforts of marketers to reach their wallets.

The Wall Street Journal’s article yesterday entitled “Pitches to Hispanics Get More Nuanced” highlighted that though at one point marketers for companies like General Motors created advertisements in Spanish for the Latino community, now their marketing has begun to include English. This change has occurred because GM and other American companies have finally realized (and believe in) the heterogeneity of the Latino community.

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