Hispanics move beyond ‘token’ status

Mike Valdes-Fauli, MD at The Jeffrey Group, has an opinion piece in Wednesday's Miami Herald about how Hispanics are reaching new heights within business...

Mike Valdes-Fauli, MD at The Jeffrey Group, has an opinion piece in Wednesday's Miami Herald about how Hispanics are reaching new heights within business and communications. Giving examples of Roberto Goizueta, former CEO of Coca-Cola, and Antonio Perez, the chairman and CEO of Eastman Kodak, Valdes-Fauli said, "Most Latino executives up to that point had been 'token Hispanics' who managed after-thought multicultural divisions with tiny budgets." Now, he writes:
The realm of marketing and outreach to the Hispanic community has also experienced a boom of late.

The previous modus operandi for companies entailed not only token Hispanic executives, but also a token Hispanic marketing strategy, which conducted the bare minimum outreach to appease interest groups. What major companies have now begun to realize is that they can actually make money by aggressively targeting Hispanics.

Read more here.

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