Connecting to the Latino Market: Meeting Recap

By: Ginny Murphy Posted in Event, Meeting Recaps

Are you and your clients paying attention to the fastest-growing market in the U.S.? With the latest Census data in, Latinos represented more than half of U.S. population growth in the last decade. The Pew Hispanic Center projects that by 2050, the Hispanic population will grow from today’s 50 million to about 130 million. And with this growth comes significant buying power and influence.

Juan TornoeSo, how well do you know this important market? Are you sensitive to their use of language in and out of home? What type of media do they consume? The biggest mistake a company can make is to view Latinos as a homogeneous group. From socio-economic to generational, their views, backgrounds and rich cultural nuances are much more diverse than stereotypes portray. Juan Tornoe is an international consultant and speaker who shared his insights into the intricacies of this growing market at the September 2011 Freelance Austin meeting.  We learned ways to adapt our businesses and our message in a way that resonates with Hispanics.

Juan Tornoe is the principal of Cultural Strategies and writes the Hispanic Trending blog, the leading Latino marketing/advertising blog in the country. An expert marketer with a passion for serving the Hispanic community, Juan has worked for more than 15 years on the media, agency and client sides of the marketing and advertising industry. He is an international public speaker and has been published in industry publications and news media, among them CNN’s AC360, Media Post, Marketing y Medios,, Latino Magazine, InteleCard Magazine, The Dallas Morning News, and FutureNow’s GrokDotCom. Juan is frequently quoted in the news regarding his expertise and insights, appearing in The Wall Street Journal, The New York Times, USA Today, Reuters, The Associated Press, CNN, Los Angeles Times, NPR, BBC, The St. Louis Post-Dispatch, Dan Rather Reports, ALMA Magazine, El País, and Univision. He has a Bachelor’s degree from Universidad Francisco Marroquin and an M.B.A. with emphasis in Marketing and Total Productivity Management from E.S.E.A.D.E., both in Guatemala City, Guatemala.


The meeting was held at:
Ronald McDonald House
1315 Barbara Jordan Boulevard
Austin, TX  78723

Ginny Murphy

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