Are we still not hearing them? The evolution of Hispanic marketing in the USA

Abstract

Despite a steady and continued growth in the US Hispanic population, strategies and most notably, budgets, have failed to keep up in the marketing world. Based on a talk first delivered at Social Media Week Chicago 2015, this paper discusses the evolution of Hispanic marketing in the USA and highlights essential changes that marketers should consider in order to be effective, particularly as related to the Millennial generation. Tips and ideas for engagement are shared throughout.