In Clear Focus: Multicultural Marketing

In Clear Focus this week: Hispanics make up around 18 percent of the total US population, yet there's a disparity between the proportion of ad spend allocated to Hispanic media and the number of Hispanics living in the US. Multicultural advertising expert George Zwierko of Rumbo Marketing joins us to explain the characteristics of Hispanic consumers, where they spend their time, and how they engage with brands. We discuss popular misconceptions, dispel some urban legends, and identify what influences Hispanics’ estimated $1.7 trillion in purchasing power.