Rivera: Nuestros consumidores multiculturales exigen una definición más real de Total Market
Alice Rivera has been recently appointed as VP, Hispanic Marketing of Walton Isaacson. She told PRODU that her role, together with her new team, will be to explore “uncharted territory” which according to her- is immersed in the consumers’ redefinition of what it is to be Hispanic in the U.S. “My mission is to learn a new language” she said. “They key to really capturing Hispanics attention is to align on values or from a needs based perspective regardless of acculturation level” she said. “Establishing a genuine and meaningful connection is essential” for brands and “tapping into the right shared values can create an instant affinity that helps move a brand higher in the consideration set, ultimately leading to trial and purchase”. Hispanics today are the creators and curators of their own experience, said Rivera when describing Hispanic consumers, whose diverse spectrum of Latino lifestyles is being embraced by other cultural segments. “We live in a multicultural reality, which can no longer be contained in silos and has our multicultural consumers demanding a truer definition of total market” said Rivera. “We do not believe in having a Hispanic market conversation without having a total market conversation. For us, total market is about total inclusion of Hispanics and other multicultural consumers. A total market approach done correctly will help every business achieve its fullest potential in todays marketplace” she added. The best marketing plan is the one recognized by happy clients, “who are our best advocates” according to Rivera.
