Everyone knows that yellow and blue make green ... but what do Latino and non-Latino make? For starters, it's causing a new dynamic called interculturization—the interaction and marriage of different cultures.
Hispanic Group claims that the Latino craze that has been sweeping the nation for the past decade is causing this phenomenon, which is having a dramatic impact on American culture with all things Hispanic exploding in the mainstream. Non-Latinos living in predominantly Hispanic neighborhoods—like Miami, Los Angeles and New York—are just as likely as their Hispanic counterparts to know how to dance salsa and where to eat the best ceviche. With Spanish being the top foreign language being taught in schools, the Latino culture is undoubtedly leaving a profound imprint on society.
"When two cultures collide and co-exist, they breathe life into a new fusion known as interculturization," said Jose Luis Valderrama, President and founder of Hispanic Group. "That's how one of the most popular festivities in the U.S.—St. Patrick's Day—was born and now we all wear green on March 17."
If Latinos were hot before, 2012 can easily be classified as the year that Latinos were on fire: launch of English-language news outlets focusing on Latino news, William Levy dominating on Dancing with the Stars, Sofia Vergara as the new spokesperson for Diet Pepsi and even Usher singing Bachata. There is no doubt that Hispanics are passionate about their food, music, fashion and television. So whether marketers like it or not, they've learned to embrace Latino culture, not as a passing phase but as a permanent fixture in American life. And those who have are cashing in on the Latino purchasing power. READ MORE
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