Category: Archive

How to earn the trust of the Hispanic consumer

By nature, and unfortunately through experience, Hispanics have learned not to trust people easily. If you are from Latin America or if you have done business there, you will agree with me that governments there and the systems that operate the business models are most of the time full of corruption and unethical behaviors. I am…
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Is the Hispanic market still a “Niche” market?

Six years ago, when I decided to create my marketing firm, The Hispanic Approach, I said to myself, “this is great, we have a niche”! I am happy to report I was wrong.The truth is that US Hispanic audiences are the second-largest in terms of buying power, with around $1.5 trillion to spend. Many companies…
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Latinos and Money Management

It is no secret that the Latino consumer in recent years feels more optimistic about their finances and proudly sees how their household income has continued to increase. Several reasons contribute to this, better education therefore better jobs, new generations are starting to work at younger ages, the industries are offering better salaries to bilingual…
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