Multicultural Marketing News

The evolution of multicultural marketing has already begun, and today's businesses are racing to keep up with the pace of change. In 2012, this industry will experience a more significant shift as investments, strategies and communications are leveraged on a single, historical piece of data: unprecedented growth of the U.S. Hispanic population. (In the last decade alone, the Hispanic population in Hawaii increased by a staggering 40%.) As this news arrives with the results of the upcoming U.S. Census, businesses within this industry - and the clients they serve - will continue to focus more of their marketing dollars on establishing connections and building loyalty with Hispanic audiences. In accordance, we will see an increased demand for native language content that acknowledges important variances in sociographics, demographics, and regional terminology. Multicultural marketing firms will increase collaboration with local translation firms that understand the Latino market in order to penetrate cultural barriers and, ultimately, influence consumer behavior. By Andrés Echeverri, President and CEO, ACSI Translations