MERCADEO Versión en español
Christian Filli of LatinWorks: Hispanics are redefining what it is to be Latino and so are redefining what it is to be American
16 de enero de 2014
Filli: Yo me atrevo a decir que el concepto de Total market no es opcional
The multicultural agency LatinWorks and EthniFacts, a consumer research firm, joined forces to take an in-depth study of Latino culture in the U.S. entitled Plus+ Identity, and through it shed new light on what advertisers, agencies and marketing professionals should know about this key target group.This study is one more stage of our development as an agency, and it ends with two fundamental things learned. One of them is the concept of redefining the culture, because the Latino population in the United States is redirecting its ambitions, and rather than wanting to see themselves as more American, theyre looking for a balanced identity Christian Filli, senior VP of cultural insights at LatinWorks, told PRODU.Against the old idea that being bicultural is a moment of transition between being Hispanic and American, the truth is that rather than wanting to be more American, they want to be a very balanced mix of Latino and American he said. Todays focus on multicultural influence tends to maintain a separation between Latinos and non-Latinos, and even in the context of the total market concept, market researchers and advertisers continue basing their point of view on the us against them model.I would go so far as to say that the total market concept is not optional this concept is mandatory for any company or agency. Its an idea that is still getting off the ground, theres no clear formula now and there never will be he said.To see the complete study, click {here;http://www.latinworks.com/files/The_Plus_Identity_by_LatinWorks_and_Ethnifacts.pdf}.
