The Heart of Latino Identity to be Unveiled by Association of Hispanic Advertising Agencies (AHAA)

“The Association of Hispanic Advertising Agencies will announce today the findings of a year-long project assessing more than 40 years of academic research identifying the unique character of US Hispanics. During the opening session of the association’s 21st semiannual conference in Miami, Chairman Carl Kravetz will present to an audience of US Hispanic advertising professionals from across the country a new model of Latino cultural identity anticipated to transform the way marketers and advertisers connect with Hispanic consumers.

What makes a Latino, Latino? Until now, the Spanish language has been the single most compelling definer of Latino Identity. The results of AHAAs Latino Identity Project, however, indicate that neither language nor acculturation is the true marker of Latino Identity. In fact, conventional factors such as acculturation, ethnic pride, language preference and socioeconomic levels that once defined Latinos are simply contextual, according to the project analysis.”

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