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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Want to Reach Hispanics? Go Mobile.

Aug 19, 2014 / By César Melgoza

Reaching the Hispanic market has always been a moving target. Our country's Latin American community is dynamic; comprised of a changing mix of people from dozens of Hispanic countries, with a wide variety of cultures, acculturation levels, media habits and spending behaviors. But it's also a moving target because it's quite literally on the move, [...]

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An Inside Look at America’s Diverse Travelers

Jul 11, 2014 / By César Melgoza

This summer, many of us are gearing up for some relaxation and fun in the sun by heading to the beach, the mountains or some of the country’s greatest landmarks.  It’s an American rite of passage to embark on a grand summer vacation; but as the country’s demographics have shifted, so have travel patterns. Consider [...]

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Is the World Cup Ready for Primetime with U.S. Hispanics?

Jun 12, 2014 / By César Melgoza

Which  sport is America’s national pastime? For decades the answer was simply baseball. Now, the answer is football. But does football’s grip on our nation’s collective heart wane a bit when another type of  fútbol  arrives with the World Cup at the end of this month? For many U.S. Hispanics, the answer is yes. Fútbol [...]

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