John Leguizamo
David Chitel
Over the years, we have been reporting that today’s Hispanic consumers are looking more than ever to connect with their heritage, seeking authentic Hispanic cultural stories.
This creates a significant opportunity where creators and producers partner with brands to evolve the marketplace, moving from a content strategy that still relies on important assets from Mexico and Latin America to one that prioritizes ideas that are native to the U.S. Hispanic consumer, mainly representing their life between their Hispanic and Anglo cultures.
Back in 2008, we at alma were pioneers in identifying this trend and called this group Fusionistas, consumers that fusion both cultures living as 100% Hispanics and 100% Americans, without feeling the need to trade off any aspect of their lives.
Recently a new deal related…
