By Mari D. González

THE PREMISE: “America’s corporations can no longer ignore Hispanic marketing like Mitt Romney did.”

THE RELUCTANCE: “Companies [have failed] to understand the importance of being culturally relevant because they first-and-foremost have their brand’s interests – rather than Hispanic consumer’s cultural values, preferences and passion points – at heart.” Armando Azarloza

THE CHALLENGE:  “Companies are deprived of diversity in leadership, [thus] lack the imagination, creativity, authenticity and innovation to market to today’s fast growing demographic shift.”

AND THE GOOD NEWS:  “Hispanic small businesses are growing at twice the rate of the national average – generating over $350B in annual revenues (that some estimate is closer to $650B).”

Quotes from Forbes’, November 12, 2012, article by Glenn Llopis