Cause Marketing

Cause-Marketing with a Hispanic Flavor In Thursday’s posting we raised the question posed by Gabriel Q., who works for a notable California multi-cultural consultancy: what about cause marketing to multi-cultural audiences? Gabriel was specifically interested in cause-related marketing and Hispanic-Latino audiences. Of course marketing to multi-cultural audiences can be damnably difficult because…just to take up just Hispanics-Latinos…Spanish speakers in the United States may come from dozens of countries. While Spanish itself is a lingua franca, there are hundreds of accents, and thousands of culturally-specific word meanings. Considering the 1951-mile-long border between Mexico and the United States, Mexican Spanish predominates, especially in the American Southwest. But there are also 3.3 million people born in the Caribbean and 2.1 million people born in South America now living in the United States, according to 2003 survey from the U.S. Census Bureau. The 2000 U.S. Census identif...