Hispanics/Latinos, Asians, and African Americans will soon be half of the US population. These cultural groups tend to preserve key elements of their ancestral cultures. Marketing in culture to these important groups is like marketing to other groups, except that one must understand their culture. Cultural understanding in marketing is a growing branch in the study of consumer behavior.
multicultural insights
HISPANIC AFRICAN AMERICAN CAUCASIAN
The interesting part of Hispanics in the US is the many different subcultural idiosyncrasies and the influences that grow after a generation or two from their initial Stateside peers. For example a Caribbean origin New-yorker Hispanic vs. a Miami Hispanic. It is as much a challenge as an opportunity for a dedicated marketer. Jafet M Ramirez