Page 11 - CMC 2019 HISPANIC MARKET GUIDE

So, what does this mean for you and your business?
Cultural openness magnifies the influence of diverse cultural segments beyond what their population numbers might suggest. Today, Hispanic culture influences every aspect of life: food, celebrations, music, entertainment, sports, fashion and beauty, and even language. And as other consumers—particularly the proportionally large segment of white non-Hispanic consumers—continue to embrace an ever-wider array of cultural options, the polycultural shift will continue to accelerate, according to Kantar.
Successful marketing campaigns are culture-driven campaigns.
Marketing today is multicultural. The demographic and cultural shifts are fueled by the dynamic state of the Hispanic consumer. Creative and authentic messages, campaigns that build community, culture at the heart of your brand, these are the ingredients to successfully reach today's cultural audiences! Segmentation continues to be relevant and critical, as our market becomes more complex. Research has shown that culturally-fluent strategies targeted to the appropriate segments create more meaningful engagement which leads to increased ROI.
Culture specialists are your marketing power partners.
As the lines of multi-ethnic segments and languages continue to blur, marketers must employ a broader definition of culture that includes language, idiosyncrasies, lifestyle and behaviors. That’s why it's our goal to elevate the quality and effectiveness of U.S. marketing by harnessing the power of cultural expertise and impact to drive business results. Using specialists that have the expertise to leverage cultural insights and ensure campaigns resonate, engage and spur action among multicultural audiences is the gold standard for marketing. In a world where specialists are celebrated in every aspect of our lives, it’s time to reclaim this value to the thousands of marketing professionals with cultural expertise.
The CMC 2019 Hispanic Market Guide is a first step in providing you with an understanding of significant demographic shifts driven by the Hispanic consumer. Now that you have a glimpse into how culture
is the currency to connect with today’s American mainstream, the next section will provide you with demographics and media consumption data. In addition, this guide has a list of our members—companies with trusted Hispanic marketing expertise. This roster features a who’s who of marketing elite and legacy practitioners with proven track records of parlaying powerful cultural insights, deeply relevant messaging and creative strategies into game-changing, award-winning multicultural campaigns for big brands.
CMC 2019 HISPANIC MARKET GUIDE
11