Why American Businesses Will Continue To Depend On Hispanic Consumers To Achieve Their Growth and Profit Goals

Mar 20, 2017 / By César Melgoza

This article originally appeared in the Huffington Post - The fever pitch in Washington regarding immigration has some business people thinking Hispanics are diminishing in their importance to a strong U.S. economy – they really need to think again. The Hispanic population in the U.S. numbers approximately 60 million and since 2010 represents nearly 60 [...]

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Hispanics In The Boardroom: Glass Ceiling Or Foggy Windshield?

Aug 01, 2016 / By César Melgoza

This article originally appeared in The Huffington Post.   We all know about glass ceilings as the deceiving transparency of moving into the upper ranks of a corporation by members of under-represented groups. We don’t often think of that barrier as a detriment to an enterprise’s long-term success and value. We tend to think of [...]

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3 Secrets to Finding High-Growth Consumer Groups

Jun 06, 2016 / By César Melgoza

This blog post originally appeared in Entrepreneur. Every marketer is looking to capture the interest and spending dollars of the consumers who promise the highest and longest term growth. What characteristics define such consumers? To begin, their incomes are steadily growing, their population sizes must be rising and the amount that they spend on an [...]

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Multicultural Touch Points: A Lesson In Understanding, Communication And Data Science

Mar 29, 2016 / By César Melgoza

This blog post originally appeared in Retail TouchPoints. As retail marketers, we tend to think about touch points in terms of hitting the right audience at the right time. However, there are underlying components that make up an audience that many in retail overlook — especially when it comes to emerging demographic differences within the [...]

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Multicultural Marketing Is All About the Metrics

Jan 22, 2016 / By César Melgoza

This blog post originally appeared in Entrepreneur. There is no doubt that big data plays a crucial role for marketing departments in today’s insight-driven campaigns. However, the data that marketers need to pay much closer attention to reflects the buying patterns and preferences of the multicultural population. After all, this group, which will represent 138 [...]

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3 Ways to Help Your CMO Understand Why Multicultural Marketing Is Essential

Dec 15, 2015 / By César Melgoza

This blog post originally appeared in MediaPost. Most marketers understand that America’s demographics are evolving rapidly, as the majority of growth and nearly 40% of the American population is Asian, African-American, or Hispanic. But what’s astounding is that Asians and Hispanics together accounted for two-thirds of total economic spending growth from 2013 to 2014. Marketers [...]

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3 Reasons Why A Latino Family’s Tiny Cheese Business Became a Giant

Aug 31, 2015 / By César Melgoza

This blog post originally appeared in Entrepreneur. Everyone becomes an entrepreneur for a different reason. In my case, I combined a market opportunity with my personal history and passion for America’s diversity. And in that respect I was hardly unique: there are many of us in businesses with roots that grew from decisions our families made. In [...]

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In Today’s America, Millennial Consumers Are Increasingly Multicultural

Jun 19, 2015 / By César Melgoza

This blog post originally appeared in Huffington Post. You don't have to study demographics for a living to be aware of two major changes impacting America's population: It is increasingly multicultural It is increasingly comprised of the millennial generation, who are our nation's trendsetters and beginning their transition into societal leadership When you combine these [...]

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How Diversity Helps Your Business Beat the Odds

Jun 11, 2015 / By César Melgoza

This blog post originally appeared in Entrepreneur. Successful entrepreneurs know about overcoming adversity to beat the odds. And as both an entrepreneur and a first-generation immigrant, I would say that I’ve beaten the odds twice. But at least part of my success comes from yet another characteristic I have worked toward -- diversity -- which has helped me [...]

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Concentrated Affluence: How to Harness the Buying Power of Asian American Consumers

May 19, 2015 / By César Melgoza

This blog post originally appeared in Huffington Post.  If Asian Americans were a country, their spending would represent the eighteenth largest economy in the world. The numbers are staggering, yet many brands continue approaching their multicultural marketing efforts solely considering Hispanic and African-American audiences. Asian Americans are often considered an afterthought pending the availability of [...]

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