As published in the book Hispanic Marketer’s Guide to Cable 2008, available soon from the Cabletelevision Advertising Bureau.

An abundance of information has been garnered in the past few years on how to win the hearts and minds of Hispanic females. Major CPG, healthcare, media, and HBA businesses have conducted research about what it entails to be a Latina, the meaning of beauty, what makes them feel special and appreciated, the importance of family, etc. And in many ways this information has led to newer and better products for her, new publications that cater specifically to her, new TV content and channels, as well as better offerings at the supermarket and other places where she shops.

However, as the market has evolved (due to shifts in levels of acculturation, immigration policy, and the positive proliferation of media options to name a few) sooo ...

Historically, every time the U.S. economy has taken a downturn the result has been more detrimental for Latin American economies. In 1987 and other tough years for the U.S. economy, Latin America has experienced even rougher times- struggling exports and stock market disappointments to name a few. However, the slowing period in Q1’s U.S. economy has been unusual in that the dollar’s value has also decreased. For many economic sectors in Latin America this has been very bad- like flower exports in Colombia (their income is in the form of a devalued currency, but they have fixed costs in an increasingly valued currency). But for many sectors in LatAm, the weakened U.S. dollar has brought about opportunities. Similarly, some companies in the U.S. are struggling but others (like Wrigley and IBM) are benefiting.

As described in this article from Northwestern University, Wrigley has experienced significant growth mainly via sales in emerging markets like Brazil who are beinge ...