NEW YORK (PR Week) – We have all read the numerous articles about the latest Latino boom triggered by the 2011 U.S. Census. Latinos represent over half of the population growth and control over $1 trillion in purchasing power, making them the 15^th largest consumer economy in the world. As corporations work to find ways to connect with this attractive and youthful segment, community affairs and cause marketing can make the difference with a group that, despite growing, is still struggling and looking for partners. The PR industry should take the lead in this.

The opportunity stems from the fact that most Latinos are more likely support brands that invest in their communities and in programs tailored to their progress. It’s the chance to be there for a consumer during critical life stages such as when they are learning a new language or becoming familiar with new health care and financial systems. For U.S.-born Latinos this collaboration might mean helping them deal with the multigenerational pressures of caring for Spanish-dominant parents, or accessing tools for education as they focus on their own American dreams. continue reading “Selling to the heart: the power of Latino community relations and cause marketing”

DETROIT (General Motors) – General Motors has selected New York advertising and communications agency, The Vox Collective, as its U.S. Hispanic public relations agency for 2012 following an extensive review of agency capabilities in public relations, corporate communications, and public affairs before the rapidly expanding Hispanic market. continue reading “GM Selects The Vox Collective as Hispanic Agency”

NEW YORK (The Huffington Post) -  The arrival of the holiday season this year has also brought the not-so-merry and somewhat dizzying kick-off of the 2012 presidential campaign cycle. Debates seem to take place every other week and candidate histrionics at times are better suited for the E! television network. In the meantime, President Obama is trying to maintain his presidential cool as the Republican candidates berate his performance. With a moribund economy for a backdrop, the numbers don’t look good for either party at the start of a heated race to the White House. The Latino vote, prominent after its promising performance in the 2008 elections, has become increasingly buzz-worthy as a potential game-changer.

The buzz is certainly merited, as the recent Census data show Latinos are driving over half of the nation’s population growth. The latest tally puts the Latino population at 50 million, up from over 35 million a decade ago. According to a study by the Pew Center, the number of eligible Latino voters also increased during that timeframe, from 13 to 21 million. The Latino voter growth is all the more important because it’s taking place at an accelerated pace in key battleground states like Florida and Nevada where the Latino boom has given those states added Electoral College votes and provided the group stronger national influence. continue reading “Full Latino Impact in 2012 Elections Will Depend on Its Youth”

NEW YORK (The Huffington Post) – This week marks the beginning of New York’s Advertising Week. The five-day gathering is put together by an industry keen on showing the world that it’s (slightly) more than the cigars, cocktails and witty scripts of Mad Men. Speakers and attendees will attempt, between dizzying networking breaks, to solve the perennial challenge of brands getting customers to like them and buy them.

This takes place as the ad industry battles multiple challenges, including a moribund economy making customers and clients iffy. To this you add a hyper-dynamic media environment where once omnipotent agencies now yield to a more powerful and connected consumer, digital and social media that have redefined innovation and creativity, client procurement departments squeezing agency profit margins, and brand managers that just don’t trust agencies to identify the next big thing and engage consumers. continue reading “Latino Boom 3.0: How Latinos Can Save Advertising”

NEW YORK (The Huffington Post) -  Back in 1987 the film Stand and Deliver told the inspiring story of Jamie Escalante, a Mexican immigrant who gave up his engineering job to teach AP Calculus to Latino kids in an underperforming East L.A. high-school. The story shed light on a Latino educational crisis fueled by socioeconomic obstacles as well as low expectations for Latino students from various quarters, especially the educational establishment. The story, however, was also one of triumph over adversity, with teacher dedication and community involvement fueling the success of most of Escalante’s class in passing the AP exam. continue reading “Latino College Enrollment Hits Record High — But Will It Continue?”

(Hispanic PR Blog) – Latinas are one of today’s fastest growing and influential consumer markets. They generate $400   billion in purchasing power, but influence $1.2 trillion in buying decision. Moreover, 73% of Latinas between the ages of 18-44 are mothers, making them a critical segment for marketers seeking to reach women who are gatekeepers of their families. Latinas also tend to skew on average 14 years younger than the general US population and have larger families than other segments. In an effort to gain a more in depth perspective on what this will mean for marketers, Hispanic PR Blog recently spoke with Miriam Muléy, VP of Client Services & Strategy at the vox collective and author of the newly released, The 85% Niche: The Power of Women of All Colors—Latina, Black and Asian (Paramount Books). continue reading “Meet Miriam Muléy, author & vox collective’s VP of Client Services & Brand Strategy”

NEW YORK (The Holmes Report) – Healthcare is on the minds of many Americans and the Hispanic experience might be able to provide the solutions that the national conversation on healthcare is looking for. Hispanics as a group, the fastest-growing demographic in the country, provide a wealth of insight into issues that may affect the general population.

Among Hispanics, mothers are the primary caregivers and on the whole, Hispanics do not always turn to doctors for advice. Hispanics are also at higher risk for many chronic diseases, so their health needs are a prescient national concern as their numbers grow. It is important to pay attention to this group’s lack of healthcare access and categorical undertreatment to parse out the reasons beyond economic circumstances that account for comparatively low numbers of access. If we get Hispanics right, soon enough we will treat the healthcare problems of the entire nation. continue reading “Marketing To Latinos: Clues For A National Healthcare Conversation”

NEW YORK (The Huffington Post) – The upcoming U.S. census will show that the American Latino population is now greater than fifty million, which surpasses the population of California, our largest state, as well as any other Spanish-speaking country in the world except Mexico. With this heft comes greater influence as corporations and politicians alike see Latinos as critical to their success, and so scramble to secure their support.

Latinos — entrepreneurial and social by nature — have embraced this newfound clout by flexing their $1 trillion purchasing muscle and invigorating the political dialogue by sending a growing number of their own to national office. Despite this influence, still, a recent report by the Pew Hispanic Institute shows that Latino potential in the U.S. is stymied by a lack of unified national leadership — especially around key issues like education, public health and immigration reform — that affect Latinos disproportionately and remain stumbling blocks to full equality.

continue reading “Before a Latino White House, Comes a Latino Leader”