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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The Newest of New Mainstream: How to Market to the LGBT Community

Apr 30, 2015 / By César Melgoza

This blog post originally appeared in Huffington Post.  I spend a lot of time providing marketers with guidance on what strategies and tactics they should leverage in order to better appeal to the New Mainstream, which many consider synonymous with multicultural. Despite spending most of my career helping brands target the multicultural community, I disagree [...]

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An Emulsion of Culture – What “Tanning” Means for Multicultural Marketing

Apr 23, 2015 / By César Melgoza

This blog post originally appeared in MediaPost.    Last month in Miami, we hosted a panel of agencies and brand marketers who are experts on marketing to African Americans, including COMMONGROUND/MGS, RockOrange and Sonshine Communications.  It’s one of the marquee events of our Summit, where marketers focused on one multicultural group – Hispanics, Asian, LGBT, [...]

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Are You Making Mistakes When It Comes To Multicultural Marketing?

Mar 31, 2015 / By César Melgoza

Have you ever visited a foreign country and made an accidental “faux pas” when misreading its language, cultural or societal cues? That’s how a business can feel when their multicultural marketing efforts miss the mark — but the impact of these mistakes can be quite severe. This is why some retailers hesitate when placing a [...]

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Are Hispanics Tech’s Next Tycoons?

Jan 12, 2015 / By César Melgoza

This blog post originally appeared in the USA Today.  There comes a time when the word "minority" loses its context, where one group surpasses its status in population and influence, crossing over into a new mainstream community of Americans. When I first arrived in Silicon Valley to work for Apple in the 1980s, I felt [...]

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What I Learned From the Hispanic Community About Entrepreneurship

Oct 29, 2014 / By César Melgoza

As a Mexican-American who has followed the recent celebration of Hispanic Heritage Month, I am very proud of my culture. The Hispanic community has a certain passion that transcends its component cultures and draws in others. The vibrancy of Hispanic cultures' style, music and food has influenced the look and feel of America. This passion is [...]

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Majority-Minority Classrooms: Why Should We Care?

Sep 09, 2014 / By César Melgoza

As a parent, I always get a strong feeling of change when my children go back to school. It marks an official milestone where your children are one year older and adapt to new teachers, lessons and classmates. Before you know it, they grow into a new college in a new city or state, making [...]

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