July 17, 2007
Most marketers, civic leaders, academics and others
who track the changing face of the United States are
well aware that at 44 million-plus, the Hispanic
population is the largest ethnic group in the U.S. and
the fastest growing. A new book, "Latinization: How
Latino Culture is Transforming the U.S.," (Paramount
Market Publishing; $24.95; ISBN 978-0-9786602-5-3;
125 pages, hardcover) provides valuable insights into
this mounting phenomenon. Latino purchasing power
is estimated to reach $1.2 trillion in 2011, according to
the Selig Center for Economic Growth.
Author Cristina Benitez defines Latinization as a
movement, a force that represents a series of Latino
values and trends that are shaping contemporary
American culture. It's a combination of factors from the
22 Spanish-speaking countries that are homelands to
the Hispanic population of the U.S. These influences
are as wide-ranging as Argentinean tango, dulce de
leche desserts and the fast-growing popularity of
Mexican cuisine.
In 1998, Benitez founded Lazos Latinos, a Chicago-
based strategic branding and advertising company
that focuses on the Hispanic market. In 2005, she
developed the concept of Latinization to help Fortune
500 companies and to develop Latino leadership
empowerment. Benitez advises top-tier corporations
and organizations, including Exelon, Kraft General
Foods, General Electric, PepsiCo and Deloitte
Consulting.
"Latinization" focuses on the positive influences
Latinos exert on their new country, covering topics
from culture to the high value Latinos place on family
relationships. Using real-world examples, Benitez
provides essential lessons about how to craft
successful marketing messages and advises
corporations on how to develop Latino leaders and
create stronger relationships with Latino employees.
Most importantly, readers of "Latinization" will
enhance their understanding of the fast-growing
Hispanic population: Latinos accounted for 36 percent
of the 100 million people added to the U.S. population
over the past four decades.
Benitez's book illuminates Latino-influenced factors
that impact everything from this population's
purchasing habits
(http://hortmgt.aem.cornell.edu/pdf/smart_marketing/c
uellar7-06.pdf) to new product development and
Internet usage. For example, tortilla and taco chip
sales are growing at a rate 2.5 times faster than
potato chip sales, according to a report compiled by
AC Nielsen for the Tortilla Industry Association.
Supermarket sales of tortillas are rising while white
bread sales decline.
With a foreword by Henry Cisneros, "Latinization" also
features the knowledge of 20 Latino experts offering
lessons in their respective fields.
