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\n\t\t\t\t\t\t\tWhat if I were tell you that today in this country, there are more Latinos in America than Canadians in Canada? What if I were to tell you that the Latino birthrate outpaces the Anglo birthrate by 20-1? (Actually, it\u2019s closer to 25-1.) And what if I told you that for the last few years, the Anglo death rate has been outpacing the Anglo birth rate? (Yep, Anglos are not multiplying fast enough to replace themselves.) Now take all that in, and what if I asked you do you know, literally and figuratively, where your audience is coming from? Or your co-workers, for that matter?Show Notes:* There\u2019s a big difference between Hispanic Marketing and marketing to Hispanics* Hispanic Marketing uses outdated stereotypes and anecdotes to try to explain nuances* Marketing to Hispanics means treating people as people, using data and insights to better serve the Hispanic community* History may not repeat itself, but it certainly does rhyme. — Mark Twain* There are many similarities between emerging communities of today and those of the past* Knowing what binds us all is as important as noticing the differences* America will become a minority/majority country sometime near 2043, but it already has a multicultural mindset* Diversity is more than a demographic. Diversity is a mindset.* Ethnic segments are leading lifestyle trends. We choose to start with the ones who are setting the pace. \u2013 Neil Golden, Former CEO, McDonald\u2019sTranscripts:\xa0Welcome to Episode 12 of Navigating the Fustercluck\u2014a podcast full of snackable insights to help you navigate the love/hate world of creativity and marketing.My name is Wegs, like eggs with a W, joining you from Deaf Mule Studios in Dallas, and whether you work in advertising, design, gaming, fine art, commercial art, content creation, whatever it may be, we\u2019re here to talk about Multicultural Marketing.Surprisingly, Multicultural Marketing is something this white kid from Wisconsin actually has quite a bit of experience in, especially Hispanic.Full confession, I hate Hispanic Marketing. That said, I love marketing to Hispanics. Here\u2019s what I mean, Hispanic Marketing is the old, stereotypical way of trying to reach Hispanics. Speak Spanish and stick a soccer ball and an abuela in your messaging and you\u2019re good. Sounds funny to you? Still happens all the time.Marketing to Hispanics, on the other hand, is like marketing to anyone. Dig into the data. Mine the insights. Be relevant. And guess what? That may even mean communicating in English.This may all sound kooky, but the secret sauce ain\u2019t much of a secret: treat people like people.How, you may ask, did I get involved in Multicultural Marketing?Many moons ago, Mike Johnson, at the time the brand manager of Miller Lite, called my friend, mentor and boss, Tom Hansen.You guys are my problem solvers, Mike said, and I have a problem.Sure, Mike, we\u2019re always here to help, Tom said.Well, I\u2019m not happy with the Hispanic resources we\u2019re finding.Tom replied, No problem, Mike, we\u2019re here in Texas, we\u2019d be happy to hook you up with some guys we know who specialize in that.Nah, I\u2019ve got something else in mind, Mike said. I want you to start a new Hispanic agency.Well Mike, we responded, we\u2019re really flattered, but we don\u2019t know Spanish, and even though we live here in Texas, we don\u2019t pretend to be cultural experts. So, thanks so much, but for your sake, we\u2019ve got to say no.Mike stayed silent for a beat. Then another beat. Tom and I looked at one another. We were afraid that we may have pissed off our largest client. Finally, Mike spoke:What if said we\u2019d pay you X?Tom and I looked at one another again.Then we both faced the phone, and in stereo replied\u2026 Si\u2019!After we got off the call, shaking my head, I looked at Tom and said, Well, there\u2019s another fine mess you\u2019ve gotten us into. I can\u2019t wait to see how you get us out of this one.Tom shot me a glance and said, Funny,