Learnings from Democrats’ Hispanic Strategy

The 2020 Elections ended the era in which you could afford to leave the Latinx market on the table.

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Publisher: Harvard University Press, 2019.

Every 30 seconds, a Latino reaches voting age. Yet, Democrats deprioritized the Latino target well before the presidential campaign. They stuck with the voting target whose culture they understand and left by the wayside the powerful but complex Hispanic opportunity.

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Publisher: HarperCollins, 2020.

But the elusive reaction when confronting the Hispanic opportunity is not exclusive to the Democratic party: Corporate America does it as well.

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Jennifer López in the Coach 2020 Spring campaign “Originals Go Their Own Way.” Creative Director: Stuart Vevers. Photographer: Juergen Teller.

The truth is that understanding the diverse Hispanic community can be challenging for any political party or corporation, especially if they themselves are not culturally diverse.

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Publisher: Verso, 2019.

The simplistic Latino stereotypes won´t help your learning goals.

Watching mainstream culture will not teach you Hispanic culture.

“Gentefied,” an Original Netflix production

Don´t expect your Latino colleagues to be loud, tout their horn about Latinx culture, or teach the rest of your staff.

But you can learn from winning Latino strategies, like Bernie Sanders’ “Tío Bernie” campaign.

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Publisher: Strong Arm Press, 2020.

Where to start learning not to leave the Hispanic power on the table?

Author, brand strategy consultant, and Storytelling teacher at Domestika.com. More at antonionunez.com

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