U.S.E.S. Consulting, a division of U.S. Executive Search, Inc., offers in-depth research on targeted industry segments such as our Hispanic market insights detailed here.

U.S. Executive Search Consulting provides thought-leadership to help our clients navigate and execute culturally sensitive segment aligned strategy campaigns to reach their target Hispanic audiences.

To gain the loyalty of the fastest growing market in the U.S. requires the understanding that the Hispanic market - constituting 45.5 million people* with a combined purchasing power of nearly $870 billion** - is not a homogenous community. 

“To approach this market in a singularly, all encompassing strategy will at best result in minimal market penetration and, at worst, alienation of this market and diminishing of the value of the brand.”***

The U.S. Hispanic population is unique in that it is formed from the subcultures of 20 plus countries.  Hispanics acculturate and do not and will most likely never fully assimilate to the prevalent U.S. culture.  They effectively and consciously integrate their traditional and native cultural values with the dominant culture in their respective geographic location.

As a consequence, to effectively market to the Hispanic consumer, marketing strategies created for the general/mass market cannot simply be transferred and translated.  A direct translation and usage of mass marketing strategies will miss the contextual, emotional and diverse culturally relevant elements important to this market.

“This powerful consumer market demands a culturally-attuned, multi-faceted marketing and advertising campaign.”***

Although marketing to Hispanics has only come to the U.S. forefront within the last decade, it has been a focal point for Cecile Munoz, the President of U.S.E.S. Consulting, for her entire life.  She was the youngest professional to sit on the board of the largest Hispanic professional non-profit association, Latin Business Association (1994-96).  Currently a board member with the International Visitors Council of Los Angeles, she is actively involved in numerous charitable organizations and is a designated media representative for her political party in California on issues affecting the Hispanic community.  In 1995, she was profiled by various media entities for her dynamic, entrepreneurial abilities and accomplishments among Hispanic women under the age of 30.

Contact U.S.E.S. Consulting today.