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COVID-19, the outlook for corporations, and the changing demographic landscape: An interview with Chiqui Cartagena
Journal of Cultural Marketing Strategy,
5
(1),
6-10
(2020)
Abstract
Founded in 1916, The Conference Board is a nonpartisan, not-for-profit, memberdriven think tank that delivers trusted insights into what lies ahead. In the following interview with Chiqui Cartagena, the organisation’s Chief Marketing Officer and Leader of its Center for Marketing and Communications, Ms Cartagena discusses the most recent consumer confidence measures and offers key insights on how corporations have responded to the economic volatility created by the COVID-19 pandemic. Ms Cartagena also shares what The Conference Board is doing to prepare for a multicultural majority in the USA, and what it means on a personal level to be the first Latina Chief Marketing Officer of this powerful think tank.
Keywords: The Conference Board; COVID-19; consumer confidence; multicultural marketing
The full article is available to institutions that have subscribed to the journal.
Author's Biography
Jake Beniflah is the executive director of the Center for Multicultural Science, the first non-partisan, non-profit US think tank dedicated to bridging the gap between academia and corporations in multicultural marketing. He has spent 25 years working with leading marketing organisations to drive return on investment for Hispanic and mainstream consumers in senior-level positions in the advertising industry. His areas of expertise include consumer insights, cognition and brand strategy. Dr Beniflah is also the founding editor of this journal. He received his doctorate in business administration from Golden Gate University in 2010.
Chiqui Cartagena is Chief Marketing Officer of The Conference Board and Leader of its Marketing & Communications Center. Before joining The Conference Board, Chiqui was the Senior Vice President of Political & Advocacy Group at Univision Communications Inc. Her 30-year career started in journalism and expanded to senior roles in media and marketing in the USA. A renowned author, she has written multiple books on marketing to the Hispanic community. Chiqui is a former recipient of the ADCOLOR Legend Award and has been named Hispanic Direct Marketing Professional of the Year by the Direct Marketing Association.
