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W h at yo u n e e d to u n d e r s ta n d a b o u t A m e r i c a’s l a r g e s t m i n o r i t y.

Latinos are now the largest minority in the United States.

By 2050, a 30% of the U.S. population will be comprised of men,

women and children of Latino descent. If you want to grow

Are you ready to discuss

your company, or even keep it afloat, you must begin to adapt

your business and marketing strategies to embrace Hispanics as

El Elefante in Your Boardroom? a significant part of your customer base. From groundskeepers

to government officials, Latinos are everywhere and they’re

buying the products and services you sell. By learning

intricacies of this growing segment of the U.S. population, you’ll

gain the understanding you need to implement the changes

necessary to maintain growth and profitability by adapting

your business and your message in a way that resonates with

Hispanics. A high percentage of your core markets’ population

is Hispanic (or soon will be). Therefore, getting acquainted and

comprehending them it’s of vital importance.


Juan has worked for more than 12 years on the media, agency and client sides of the marketing and advertising industry, with experience in copywriting, strategy development, media
buying and consumer research. He has worked with a wide range of businesses, from owner operated small companies to Fortune 1000s and has judged the AAAF’s ADDY Awards. His
blog, Hispanic Trending, is the leading Latino marketing and advertising blog. Juan is a national and international public speaker and has been published in several industry publications
and newspapers, among them CNN’s AC360, Marketing y Medios,, Latino Magazine, The Dallas Morning News, and FutureNow’s GrokDotCom. Juan is frequently quoted in
the news regarding his area of expertise, his insights appearing in The New York Times, USA Today, Reuters, The Associated Press, CNN, Los Angeles Times, NPR, BBC, and Univision. He
has an M.B.A. with emphasis in Marketing and Total Productivity Management from E.S.E.A.D.E., in Guatemala City, Guatemala. Read Juan’s musings at