As the fastest growing segment of the population in the region – both in terms of population and economic power – Hispanics represent a silver lining in the cloud of tough economic times and uncertainty.   Smart marketers have turned to this niche market as a means to increase revenues and gain market share at a time when their competitors are simply making cuts.

However, effectively reaching Hispanics goes well beyond simply translating general market messages to Spanish.  Rather, it is about being culturally relevant.