Are Hispanics The Last Line Of Defense For Struggling Brands?

*Apparently, when companies are doing OK, there’s no need to bother with the Latino consumer. But when they’re faltering they run to Latinos and their pocketbooks. There’s something very wrong with that undercurrent. It repeats in politics, in business and mortgage lending. And although it’s clearly wrong, it also provides strong leverage. Thoughts? VL

By Jose Villa, MediaPost 

The prevailing wisdom is that investment in the Hispanic market is a growth move by marketers looking to increase their revenue and market share. However, I have quietly noticed a trend during the last few years that leads me to question the motives behind these investments. Has increased Hispanic market investment been a defensive move?

If you look closely at the brands and industries that are spending the most and increasing their investment against the Hispanic market, they have something in common: Many of them are facing significant challenges …

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[Photo by sittered]