Dr. Jake Beniflah, Executive Director, the Center for Multicultural Science

In conversation with Kerry Curtis, Professor Emeritus, Golden Gate University

Marketing to Hispanics is a billion-dollar business in the United States, and leading corporations are investing more than ever in one of the nation¹s fastest growing consumer segments. Success in this discipline can be attributed to a business model based on culture and language. But which culture ­- American or Hispanic? And in which language ­ English or Spanish?

As the Hispanic population continues to grow in size and diversity, Beniflah notes that the model that drove Hispanic marketing for the last 30 years will need to change or at the very least expand to support a changing demography. He will present a different and more nuanced demographic view of the Hispanic market, and discuss what he believes leading marketing organizations must do to target Hispanics effectively, and drive corporate growth.