MERCADEO Versión en español
Nydia Sahagun From Wells Fargo: If U.S. Multicultural Consumers Were A Country, It Would Be The World’s 4th Largest Economy
Liz Unamo| 8 de noviembre de 2017
Nydia Sahagun, VP Sénior de Mercadeo por Segmentos de Wells Fargo
Nydia Sahagun, Senior VP of Marketing by Segments at Wells Fargo and founding member of the National Advertisers’ Alliance for Inclusive & Multicultural Marketing (AIMM), attended the annual ANA Multicultural & Diversity Conference to present the group’s project, Case for Change, which she led together with Manoj Raghunandanan, VP of Global Brand Management at Johnson & Johnson. “Marketing as a discipline has not changed, but the world around us has” said Sahagun, noting the importance of focusing on the consumer. “Products and services must include culture in their branding in order to connect with their targets. I see that as the core of sustainable relevance.” Sahagun said that AIMM is committed to reversing the lack of interest that has become increasingly evident. “In recent years we’ve seen slow growth. Brand investment is not following the pace of opportunity. Among the Top 500 companies, 57 percent spend less than 1 percent of their budgets on Hispanic media.” She also highlighted the power of the multicultural market. “Multicultural consumers’ spending is stable and has prevented the collapse of some industries. If this segment were a country, it would be the world’s fourth largest economy” she said. On the down side, she spoke of brands that have failed and why. “Our brands face a unique challenge and what has been done in recent years doesn’t spur sufficient growth.”
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