The prevailing wisdom is that investment in the Hispanic market is a growth move by marketers looking to increase their revenue and market share. However, I have quietly noticed a trend during the last few years that leads me to question the motives behind these investments. Has increased Hispanic market investment been a defensive move?
If you look closely at the brands and industries that are spending the most and increasing their investment against the Hispanic market, they have something in common: Many of them are facing significant challenges in the form of:
- Changing consumer preferences — towards healthier, natural, local and artisanal products READ MORE AT MEDIAPOST
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