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

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your company, or even keep it afloat, you must begin to adapt your business and marketing strategies to embrace Hispanics as 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