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The 2010 Census & the Rise of Multicultural
SUM M ER 2011
Only a few years ago, I spent a great deal of time talking to people about the new realities in the U.S. consumer market. Some of it was based on my own perception and thinking about what was happening in the U.S. Hispanic market. Then there were two major Spanish-language television networks, a handful of local radio stations, just a few dailies and a limited number of online sites catering to Hispanic consumers. Many marketers weren’t yet convinced of the opportunity. We heard such things as “we can reach Hispanics through general market media” and my favorite “Hispanics aren’t spending.” That was 1999. Today, with the 2010 Census out, marketers have been forced to rethink their strategy toward the new realities shaping the U.S. consumer market. What’s driving this long-awaited shift? The sheer numbers, of course. Multicultural groups are not only the fastest growing segment of the market, but they are quickly creating a multiculturally-influenced general market. The size of the U.S. Hispanic market alone grew by nearly 50% since 2000 to more than 50 million people, or nearly 16% of the total population. The Census data also reflects how minorities continue growing, now comprising 35% of the total U.S. population. The new estimates reveal a country of larger and younger minorities, with Hispanics having the greatest growth rate due to their higher birth rates. Hispanics represented more than half of the total growth in the U.S. population since the last Census and the larger portion of this increase, two-thirds, was to births, not immigration, which has actually fallen off to some degree in recent years. For the moment, non-Hispanic whites number approximately 200 million, but are 14% less than their percentage in 2000, when the country’s white non-Hispanic population was calculated to be 195 million. This signals a major transformation. One that we have not seen since the post-World War II Baby Boom. The country is taking on an ever more diverse character and even more so when one takes into account that Americans are defining themselves more and more as belonging to different cultural groups. The question we need to ask is... will this transformation finally end our fascination with thinking about the total market in segments? Only when we honestly look at the new realities of the market, will we truly grasp the vast marketing and business opportunities that exist.
Armando Azarloza President Axis
Growing Trends: Census Highlights Demographic Shifts Culture Movement Marketing
Move Over, Baby Boomers
Why Our Role as Multicultural Marketers Matters
Bilingual & Bicultural What it Means for Brands Reaching Mexicans in The U.S.— The Facts Behind it
Case Study: Kraft Foods
Media News — May 2011 Upfronts
Can’t-Miss Digital Conferences
The Infamous Question #7
Growing Trends: Census Highlights Demographic Shifts
Future growth in the digital population will come from minority audiences.
The overall growth of the online population in the U.S. is stagnating, and most future growth will come from increases in minority audiences including Hispanics, Blacks, seniors and children. Hispanics are the fastest-growing segment of the U.S. population, and eMarketer expects the Hispanic online population to grow by nearly 10 million people between 2010 and 2014. Next year, eMarketer forecasts 32.2 million Hispanics, or 62.9% of the U.S. Hispanic population, will be online. The results of the 2010 census could push those estimates up even further. While the census has consistently projected strong growth in minority populations through 2050, the new figures for all races may change more than projected. The census’ open-ended questions on racial and ethnic background — including a write-in answer for filers who did not feel their background could be explained by a single check-box answer — caused much confusion and comment. It is still unclear how respondents identified themselves and their families.
The Black internet user population is somewhat smaller but also on the rise. eMarketer forecasts nearly 26 million Blacks will go online at least monthly in 2011, for a penetration rate of 66.9%. By 2014, 72.3% of Blacks will be online. Marketers who are beginning to up their budgets as they put the recession behind them will do well to remember that minority groups are only increasing in importance online. Advertisers must remember they make up an ever-greater portion of the audience of all media, but spending on Spanish-language and African-American media is also a must. According to research from the Association of National Advertisers, more than half of U.S. marketers will be increasing multicultural spending on both traditional and newer media.
U.S. Hispanic Internet Users and Penetration, 2009-2014 (millions and % Hispanic population)
34.3 (65.0%) 36.8 (67.6%) 39.2 (70.0%)
According to research from the Association of National Advertisers, more than half of U.S. marketers will be increasing multicultural spending on both traditional and newer media.
“These audiences appreciate genuine efforts by marketers to understand them and communicate messages that resonate, which means more than including a demographically diverse cast in a mainstream television commercial or high gloss magazine ad,” said Lisa E. Phillips, senior analyst at eMarketer. “Brands that ignore the multicultural audience will find themselves ignored by a powerful segment of the population.”
Note: can be of any race Source: eMarketer, March 2010
Change in Marketing Spending on All Multicultural Media vs. Newer Media Platforms According to U.S. Marketers, 2010
% of respondents
Spending less 13% Spending less 9%
Spending same 31%
Spending more 56%
Spending same 35%
Spending more 56%
All Multicultural media
©2010 eMarketer Inc. All rights reserved. www.emarketer.com
Note: n=54; change vs. 2009; *company websites, email marketing, mobile, online ads, online games, online video, paid search, RSS, SEO and social media (blogs, location-based services, podcasting, Twitter, webinars, wikis, virtual worlds) Source: Association of National Advertisers (ANA) survey provided to eMarketer, Nov 22, 2010
Culture Movement Marketing
What is it and why is it the most effective marketing communications approach for your brand?
Culture Movement Marketing is about identifying and aligning brands with ideas that are generating new movements in culture. These ideas and the movements they spawn are powerful because they appeal to people on a personal level. They captivate and make them want to belong, and more importantly, they motivate people to want to share the cultural movement with others — think urban car culture, fusion cuisine, hip hop/reggaeton, among many others. The strength of cultural movement marketing is that it starts and ends with what consumers like and are most compelled by in their daily lives. It’s not about creating campaigns that seek to influence short-term changes in purchase behaviors, rather it’s about aligning brands longer-term with large movements that consumers already espouse or want to belong to. At Axis, that’s exactly what we do. We help identify key cultural movements on the rise with multicultural consumers; we then uncover groundbreaking insights that help us create big ideas and communications strategies to organically link our client’s brands to these cultural movements. It’s that simple; we focus on movements that inspire multicultural consumers, and we find creative ways to help make a brand an authentic part of that movement so that it can profit from as many aspects of it over time.
The strength of Culture Movement Marketing is that it starts and ends with what consumers like and are most compelled by in their daily lives.
Media News: Move Over, Upfronts 2011 Baby Boomers
The top similarities between these two cultural movements are religion, use of technology (tech savvy), popularity among sports, movie-going and food.
However, the Baby Boomers differ from multicultural consumers because they are much older, the majority are white males, have smaller average household sizes, are more educated, are less brand loyal and not nearly as receptive to ads. A multicultural movement is transforming America in many ways. Not since the birth of the Baby Boomer generation have we seen such a profound and dramatic shift in the demographics of the country. With the end of post-war baby boom, we are seeing far reaching changes in society and the marketplace. In food choices — salsa outsells ketchup, tortillas are preferred over white bread, and the list goes on. Multicultural groups are also fusing foods together to create a new and modern cuisine such as Korean BBQ & Mexican tacos, and Chinese and Cuban dishes (Chino Latino). Entertainment is leveraging multicultural celebrities like never before; just watch Jennifer Lopez and Christina Aguilera judging on American Idol and The Voice. Athletes like Kobe Bryant, Alex Rodriguez and Matt Kemp are the authority for all. And music has become universal, appealing to all cultures; just ask the fans of Ricky Martin, Rihanna, Neyo and Pitbull. This impact is moving the economy. For years, brands have been adjusting their marketing to speak to the Baby Boomers. Today, however, they are re-evaluating
their strategies in order to compete in the new America. The assumptions of the past are giving way to the transformational reality that is taking place. Marketers have to recognize the rise in multicultural consumers, particularly Hispanics and the emergence of millennials as the next generation, with significant influence in the marketplace. The right way for brands to engage with multicultural audiences is to understand their culture. It’s important that they feel connected to a brand’s message. Now more than ever, a brand has to know what’s relevant to the target consumer in order to create relatable ads and messages, and represent the target in all its marketing efforts. An essential part of the strategy is to get behind movements and concerns that mean something to consumers and address the issues of lifestyle, culture and language. Get involved in the multicultural community and they’ll get involved with your brand. To reach the multicultural audience, a brand’s marketing and communications must be delivered through increased targeted media, leveraging the unique American multicultural experience. This means acknowledging American culture while at the same time preserving the audience’s culture and traditions of origin. This allows for targeting of specific cultures in diverse communities.
The right way for brands to engage with multicultural audiences is to understand their culture.
Media News: Comida 2011 UpfrontsKraft’s Share Your Latin Flavor
In May 2011, Axis led efforts to increase awareness of Comida Kraft, Kraft Foods’ Hispanic recipe platform that includes a website, magazine, e-mail newsletter and mobile site all designed to help U.S. Hispanic moms find simple and delicious food solutions.
Case Study: Kraft Foods
Comida Kraft’s Share Your Latin Flavor has already doubled the benchmark set at the beginning of the program.
The 2011 program added a celebrity element by launching a partnership with Chef Alfredo Oropeza, focusing on providing recipes that unite Kraft’s simple and easy approach with Latin flair and traditions. Axis led the launch that first targeted influencers via a blogger event at Kraft Kitchens in Glenview, Illinois, sharing the Comida Kraft mission and offering a master class with Chef Oropeza over two exciting days. In addition, a traditional media launch was complemented by a satellite media tour that demonstrated the Chef preparing three of the recipes from the 60-recipe, 6-month program. Fifteen Univision or Azteca America television stations from across the nation, tuned in to watch the Chef invite viewers to Comida Kraft. Ten radio affiliates, including CNN en Español, also interviewed the Chef. To date, the team has garnered nearly 5 million impressions, already doubling the benchmarks set at the beginning of the program.
Why Our Role as Multicultural Marketers Matters
At one point or another, we have all pondered why our job as multicultural marketers is important and to find the answer we don’t have to look very far. The proliferation of technology has brought the global community even closer and in many ways has spurred the interest of cultural norms and trends characteristic of multicultural audiences.
In recent years, according to the U.S. Census, the growth of multicultural populations is outpacing that of Whites. The Hispanic community leads that growth and has now surpassed African-Americans as the largest multicultural community. Though the two groups represent two different cultures, together they embody the largest and most powerful minorities in the country. When we look around, we observe the influence that multicultural audiences exert in nearly every aspect of American life including food, politics, music fashion and entertainment, which is something, companies and general market consumers cannot overlook. While there are similarities that unify both the African American and Hispanic consumer markets, there are also differences. Education, employment and media continue to be areas where these groups are markedly different. For example, the U.S. Census shows that more AfricanAmericans have received a high school diploma, yet Hispanic families are earning more and have more disposal income. Additionally, the Hispanic media landscape is substantially larger than the African-American media landscape, as Spanish-language television programming has seen tremendous growth in recent years. Companies such as Unirush, marketers of the Prepaid Visa RushCard, understand how important it is to communicate to multicultural consumers. Philanthropist and entrepreneur Russell Simmons co-founded RushCard introducing an innovative financial tool designed to give underserved and unbanked communities access to traditional financial services. For the past 5 years, RushCard and Axis have worked together to develop effective PR strategies and media campaigns that resonate with the card’s largely African-American audience. Most recently RushCard and Axis worked together to create an online community forum, Flexyourfreedom.com, that connects users of alternative banking products, giving them a platform to share relevant news, tips and financial resources. Beyond sheer population growth and cultural influence, marketing inclusively to the largest minority groups in America is the only way to move our global community toward a more inclusive future. Today’s communicator must understand the unifying trends and the key differences between multicultural audiences to effectively help clients speak to them in a way that matters most.
The influence that multicultural audiences exert in nearly every aspect of American life is something companies and general market consumers cannot overlook.
Media News: Bilingual & Bicultural Upfronts 2011 for Brands What it Means
Language is a tremendously powerful component of our cultural construct, one that alongside other key cultural markers plays a crucial role in defining our collective identity.
So it’s no surprise that when it comes to communicating to the U.S. Hispanic market, many brands still hold on to the belief that by virtue of simply being in Spanish, a campaign will automatically resonate with the U.S. Hispanic audience and achieve the intended communications goals. But what is really going on among the U.S. Hispanic market in terms of language preference when consuming media? The latest U.S. Census data showed beyond a shadow of a doubt that U.S. Hispanics are a consumer force to be reckoned with: more than 50 million strong and with a spending power estimated at $1.2 trillion for 2011. Undoubtedly a figure every brand should clearly have top-of-mind. What’s not yet too clear for many brands is how to invest their media buying and marketing dollars to effectively reach U.S. Hispanics. Are brands missing their mark with Spanish-only campaigns? To answer this we need to examine current media consumption preferences. According to research firm Mintel International’s 2011 Hispanic Media Consumption report, 75% of Hispanics regularly watch English-language television programs. At the same time, 61% of Hispanics regularly watch Spanish-language television. Consumption of print and online media is more segmented (reflective of the differences between Hispanics who speak the language versus read the language); and, according to a recent Ipsos U.S. Hispanic Omnibus Study, Hispanics’ radio preferences are almost evenly split, with 49% listening to English radio and 45% listening to Spanish language radio. These preferences clearly paint a picture of bilingual, bicultural U.S. Hispanics that are consuming media in both languages, and broadcasters have certainly picked up on this. The Máximo Report recently revealed that nearly 50% of New Generation Latinos (a term commonly used to define young, first generation Hispanics) seek more bilingual/bicultural programming and over 30% look for ‘mainstream’ English-only content. Hispanics hunger for more bilingual, bicultural programming, specifically content where “they are the star,” “their lives, entertainment interests and issues are authentically represented,” and “their American and Latino sides meet.” We are currently witnessing the birth and evolution of a new bilingual television format taking hold. New (and relatively new) channels like MTV Tr3s, Mun2 and NuVo cater to the bilingual, bicultural Hispanic and they do so in both English and Spanish. Is this indicative of the demise of the “old guard” all-Spanish Univision and Telemundo networks? Not in the least, these networks continue to increase their ratings with spectacular results, often displacing general market networks, particularly in the novelas and sports segments. In the third quarter of 2010 Univision had the second highest age 18-34 ratings of all broadcast networks. So what does this means for brands? For brands with vision and a deep understanding of the U.S. Hispanic culture, the U.S. Hispanic media consumption patterns we are witnessing today translate into a wealth of opportunity. As marketers continue their journey to understand the market they must deepen their knowledge on how Hispanics express their “Latinicity” beyond language, and understand their unique habits and interests.
of New Generation Latinos seek more bilingual/bicultural programming.
According to the 2010 U.S. Census, there are almost
Mexican-origin Hispanics in the U.S. that account for 10.3% of the entire U.S. population.
Reaching Mexicans in the U.S.—The Facts Behind it
Marketing to Mexicans who live in the U.S. is not easy, especially if you have the mindset of a Mexican company whose operations have not crossed the northern border. There are significant differences between the ways brands target Mexicans who reside here (U.S.), as opposed to the strategies that are used to target Mexicans who live in their native country.
MOTIVATIONS According to the 2010 U.S. Census, there are almost 32 million Mexican-origin Hispanics in the U.S. that account for 10.3% of the entire U.S. population and 65.5% of the U.S. Hispanic market. The main reason Mexicans immigrate to the U.S. can be described with two words: American Dream. Even though, immigrants arrive here with the desire of attaining financial security, only 23% of Hispanics feel that they have already achieved the American Dream, as reported in the 2010 MetLife Study of the American Dream. The economic downturn has also had an impact in Mexico and, thus, job security is also a priority. However, Mexican immigrants are more strongly motivated by employment needs, compared to those who live in Mexico, since their main goal is to succeed in this nation and secure a better life for their families. LANGUAGE The different acculturation and language levels of Mexican Hispanics in the U.S. represent an important challenge for marketers. The 2011 Simmons study shows that 19% of Mexican Hispanics prefer to speak only English, 23% prefer only Spanish and 55% prefer to speak both with predominance either for English or Spanish. Since using the right language is one of the key factors needed to develop an effective targeted campaign, it is imperative for companies to consider the age of the audience. Yet, companies should always keep in mind that in addition to the language, cultural relevance plays a major role. On the contrary, according to Mexico’s Secretary of Public Education, in Mexico only two out of 100 people speak English. MEDIA A survey by the National Opinion Research Center in 2010, found that Hispanics are heavy users of electronic media and light users of print media. Moreover, the Simmons study shows that 87% of Mexican Hispanics spent some time watching TV each week and 77% listening to the radio. In contrast, newspaper and magazine usage numbers are significantly lower, accounting for 51% and 57%, respectively. A similar trend is seen in Mexico, however, numbers from a 2009 eMarketer report show that there were more people in Mexico who used TV (98.2%) and a smaller proportion of people (58.4%) who listened to the radio. In terms of print media, there were fewer people who read newspapers (33.2%) and magazines (36.4%) in Mexico.
The 2010 Latinos and Digital Technology study by Pew Hispanic Center reports that 69% of U.S. Hispanics are Internet users with at-home broadband access.
There is also a big difference between paid TV viewership numbers among Mexican Hispanics and Mexicans. According to Simmons, 57% of Mexican Hispanics are cable subscribers and 42% are Satellite subscribers, which means that they are also exposed to a great variety of Hispanic and non-Hispanic channels and advertisements. In contrast, in Mexico, only 11% of the households are cable subscribers meaning they are largely watching programming from one of the two leading Mexican TV networks.
in Mexico have broadband access. By comparing these numbers, you can assume that there are more chances for brands in the U.S. to reach a larger portion of the audience of Mexican Americans through online strategies, than for brands in Mexico to reach Mexican consumers. Social networks are also widely used among Hispanics in the U.S., particularly Facebook, which accounts for 13.5 million U.S. Hispanics users that represent a 70% online penetration. Latino Facebook users in the U.S. grew 167% and Twitter only 22% in the past year, as reported by comScore. MOBILE MARKETING The 2011 Simmons study reports that 87% of U.S. Mexicans own a cell phone and that 14% use their phone to access the Internet. According to Nielsen, smartphone penetration among U.S. Hispanics is high and 45% of Hispanic mobile users have a smartphone. Moreover, 56% of Hispanics who recently bought cell phones chose smartphones. In Mexico there are 59.1 million (52%) mobile phone users, according to eMarketer. A study developed by IAB Mexico
There are 13.5 million U.S. Hispanics on Facebook, a growth of 167% in the past year.
ONLINE MARKETING According to the latest Simmons study, in the U.S., 59% of Mexican-origin Hispanics are online users with Internet access at home. In Mexico, there are 40.4 million Internet users that accounts for only 35.5% of the population, as reported by eMarketer. Moreover, only 31.2% of households
and Televisa Interactive found that the use of smartphones increased from 10% to 14%, and the smartphone users who use it to connect to the Internet increased from 7% to 14%. Even though mobile phone penetration is high, the use of more advanced smartphones in Mexico is still lagging compared to use of smartphones among U.S. Hispanics. NON-TRADITIONAL ADVERTISING AND MARKETING According to the SFN World Digital Media Trends report, in 2012 traditional advertising and marketing in the U.S. will decrease from 41% to 32% and from 46% to 42%, respectively. On the contrary, the share of alternative, interactive channels will increase from 13% to 27%. Experiential and guerrilla marketing, for instance, have become important components of Hispanic marketing campaigns. Mexican-origin Hispanics are now exposed to non-traditional marketing programs that include word of mouth tactics, pop up events, concerts, flash mobs, urban video projections, giant 3D items and interactive mobile billboards. Yet these trends are not seen in Mexico, where massive advertising has been king. It’s interesting to note that in 2009, traditional advertising in Mexico accounted for 50% of the total share, a percentage that is even higher than the share this category accounted for in the U.S. in 2002! CORPORATE SOCIAL RESPONSIBILITY PROGRAMS Almost three-fourths of organizations report engaging in sustainable workplace or business practices, according to a study conducted by the Society for Human Resource Management (SHRM.) Another recent study conducted by Weber Shandwick in partnership with KRC Research, revealed that the main reason U.S. corporations undertake in these activities is to have an impact on critical issues. Moreover, companies shouldn’t ignore that one third of U.S. Hispanics almost always choose brands if they come from companies that support causes they believe in, according to results from the Yankelovich MONITOR Multicultural Study 2010. Although CSR is a key component in U.S. companies’ strategic plans, in Mexico this is not the case. According to CEMEFI, the organization that promotes philanthropy and corporate social responsibility in Mexico, there are
20,000 organizations but only 6,000 are authorized to issue tax-deductible receipts and, therefore, can give donations. However, in April 2010 a study developed by Letsheal.org revealed that in the 16 highest-ranked countries in terms of GDP, including Mexico, consumers prefer brands that implement strategies of social responsibility.
Companies shouldn’t ignore that one third of U.S. Hispanics almost always choose brands if they come from companies that support causes they believe in.
Due to the slowly growing domestic market in Mexico, many companies have reached market saturation and are looking at expanding into the United States. The increasing spending power of Mexican-origin Hispanics makes them an appealing target and, obviously, more Mexican companies are eager to get a piece of this huge $616 billion pie. According to the latest statistics from the U.S. Department of Commerce, new investment in the U.S. by Mexican companies increased from $3.6 billion in 2005 to almost $8 billion in 2008. Mexican companies like Lala, Bimbo, Gruma, Corona, Cemex and Famsa have successfully entered the U.S. market by inspiring trust among MexicanAmericans and making them feel at home. In the future, we can expect more Mexican companies to follow this trend and take full advantage of their brand recognition among Mexican immigrants and move into the U.S. This strength, along with the development of targeted marketing campaigns based on culture, language and lifestyle, represents invaluable opportunities for newcomers.
Media News: Media News: Upfronts 2011 2011 Upfronts
Recently, broadcast networks unveiled their upcoming 2011-2012 programming. What’s the biggest news coming from the Hispanic upfronts? Univision’s launch of three new networks — 24/7, TLNovelas and Univision Deportes.
OTHER PROGRAMMING HIGHLIGHTS: U.S.-based dramas are the new programming trend and includes Telefutura’s MIA and La Mariposa, Telemundo’s Fisico o Quimica and Mun2’s RPM2 Telenovelas that will very soon be getting record audience ratings include Univision’s Dos Hogares and Talisman and Telemundo’s Amor de Película and Una Maid en Manhattan New series to watch include Galavision’s Kdabra and Telefutura’s El Capo and La Mariposa Reality shows to catch include Univision’s Sí Se Puede, Galavision’s Prime Gourmet — El Reto, Mun2’s El Mas Ching*n and Tr3s’ Quiero Mi Baby Nights will be more fun with Telefutura’s Noche de Perros and Telemundo’s two-hour variety show with Cristina Saralegui (the Hispanic Oprah) In sports, Telemundo announced a partnership with the NFL and will air the Summer Olympics and Fox Sports will continue to air its new original shows — Crónica, Crónica + and Sin Códigos Awards season got more exciting with Univision’s Premios Univision and Telemundo’s multi-year agreement to air the Billboard Latin Music Awards and the new Premios Billboard de la Música Regional Mexicana
The biggest news in the Hispanic upfront? Univision’s launch of three new networks — 24/7, TLNovelas and Univision Deportes.
Can’t-Miss Social Media & Digital Conferences
Social Media Summit September 14, 2011 Harrisburg University of Science and Technology Harrisburg, PA
The 2011 Social Media Summit presents respectable specialists in politics, parenting, entrepreneurship, training and education, world affairs, and the local news to accurately examine the impact of social networks beyond marketing and brand building. Every year, the summit is attended by parents, journalists, corporate leaders, advocates, non-profit groups, military personnel, HR directors and managers, business owners, and college students. www.harrisburgu.edu
Search and Social Woot! Hawaii September 26-29, 2011 Kauai Marriott Resort Kauai, Hawaii
The Search and Social Hawaii Conference brings together highly recognized industry experts to debate and provide in-depth discussions on search marketing and social media marketing. The conference offers great network opportunities and strategies to compete with the ever-changing industry. www.wappow.com/searchandsocial
Pop! Tech October 19-22, 2011 Camden Opera House Camden, ME
Pop!Tech is one of the world’s best leadership conferences offering great network opportunities, demos of advanced technologies, the best artistic performances, and innovative ideas. Attendees learn about current issues, trends and technologies that impact the future of businesses, economy, society and world. poptech.org
Digital Hollywood Fall October 17-20, 2011 The Ritz Carlton Marina del Rey, CA
Digital Hollywood is one of the nation’s premier entertainment and technology conferences. Over 15,000 top executives in the film, television, music, home video, cable, telecommunications and computer industries attend each year. www.digitalhollywood.com
Social Media World Forum – North America November 1-2, 2011 The Jacob K. Javits Convention Center of New York New York, NY
The Social Media World Forum is one of the leading key events in its field. The forum provides engaging workshops and social media debates by respectable industry experts. Public relations specialists, marketers, corporate leaders and others attend the forum to learn about the latest tools, technologies, platforms, and emerging trends within social media marketing. www.socialmedia-forum.com/northamerica
Year of birth
re else most
NOTE: Please answer BOTH Questions 7 and 8.
7. Is Person 1 Spanish/Hispanic/Latino? Mark
box if not Spanish /Hispanic /Latino.
No, not Spanish / Hispanic / Latino Yes, Puerto Rican Yes, Mexican, Mexican Am., Chicano Yes, Cuban Yes, other Spanish / Hispanic / Latino — Print group.
8. What is Person 1’s race? Mark
each mobile people his e is no staying n 1.
TheWhite African Am., or Negro Infamous Question #7 Black,
American Indian or Alaska “You are not Spanish/Hispanic/Latino! You have Ukrainian, Polish, Romanian and Swedish blood pumping through your veins! And let’s not forget that you are half Jewish,” Asian Indian Japanese Chinese Korean Filipino Vietnamese Other Asian — Print race.
one or more races to indicate what this person considers himself/herself to be.
Native -No, Print name of in Argentina but our culture tribe. — I wasn’t! I was born enrolled or principal
doesn’t have anything to do with the Latin culture! -Really? -Oh, come on, Sebastián. You can’t be serious. I will never, ever consider myself Latino. You know why? Because whenever you write that you are Latino, a red light goes off in people’s minds and they immediately start thinking that you’re Mexican. -I can’t believe you are saying that in this day and age people still lump all Latinos together and assume we are all Mexicans. -I can’t believe you consider yourself Latino. -Oh, yes. And I quite like being part of the fastest growing minority in America. -Why? Why do you like it? -Because I like who I am. I like my background, my culture and my values. And I’m certainly captivated by this exciting, multicultural movement. That’s the truth. And let’s be honest. The only thing “Caucasian” you have going is your infatuation with Vodka, or as a real Caucasian would say it, “Wodka.” -So, you’re saying that I’m Latino? -Yes. Loud and clear. -Wow. Let me think about that and I’ll get back to you. -Take your time, man.
Martín scoffed at Sebastián one cold and rainy night while they were having dinner at an overhyped, overpriced Tapas bar in Los Angeles. “You are Argentine, and as far as I know, the fact that you were born in Argentina does not make you Latino. Look at your skin, for heaven’s sake. You are white. You are Caucasian! Why on Earth would you tell the government you are Latino? ” Martín added. -Question number 7. -Was that the number of the question on the Census Form? -I’m sorry to ask you this, but do you know what Caucasian means? -Of course! White people. All the white people here in the U.S. call themselves Caucasian, don’t they? -That is not technically correct. The term Caucasian only applies to someone originating from the Caucasus region – Russia, Armenia, Georgia or Azerbaijan are Caucasian countries. I was not born there, nor do I have any blood ties with them. I was born in Argentina, a Latin American country, and I was raised in Latino Culture. So were you!!!!
Native Hawaiian Guamanian or Chamorro Samoan Other Pacific Islander — Print race.
Some other race — Print race.
If more people live here, continue with Person 2.
It took Martín ten months to talk to his half-brother again. But the night of their reunion, Sebastián heard Martín tell some hot Armenian girls that were sitting across their table, that both he and Sebastián were the new Latin lovers in town.
CONTACT Armando Azarloza President Axis 8687 Melrose Ave., 9th Fl. Los Angeles, CA 90069 firstname.lastname@example.org
New York Miami Chicago www.theaxisagency.com
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