Latino soup for the General Market soul: Leveraging “the Latino” as a strategic tool for general market marketing

“Not long ago, the Hispanic market was considered marginal by many businesses, being perceived as a largely immigrant group with income, language, and educational limitations. Today, with the commoditization of the concept of acculturation and the emergence of bicultural TV networks, no one argues that Hispanics are an appealing market segment that goes beyond the classic preconceptions to encompass more affluent, hip, bilingual and bicultural consumers. While this shift from low value to high value is important, there is an emerging shift that promises to elevate the role of Hispanics even to a higher level: Hispanics are moving from being a market in itself to being a strategic tool for competitive advantage in the general market. Those who chose to leverage the influencing power of “The Latino” in the crowded general market will profit from the next in strategic marketing.”

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