The business imperative of understanding and embracing a shifting U.S. population and the growth of multicultural consumer spending is not debated. However, the optimum strategy for marketing to this audience remains unsettled. Generations of executives for Univision, Telemundo and other Hispanic-targeted media have made the compelling case for inclusion of their audiences in media plans. Yet thousands of local, regional and national marketers and their agencies continue to believe that Spanish-speaking audiences can be effectively reached through Anglo media. It's ironic that the growing movement toward greater diversity and inclusion in a company's workforce is not being given equal priority and attention in media budget allocations.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.