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Diversity Actually Communicates: Domestic Intercultural Competence
By Mari D. González
Inter-ethnic relations have been taboo in the U.S. because assimilation has been expected from immigrants and minorities. Assimilation has mainly occurred among people from countries with less cultural and linguistic distances (Anglo-Saxon, Ireland, France)—for whom the term expatriates are used—or among people who are not seen as “others.”
In the last decade due to fast technological advancements such as the Internet, social media, and cell phones, many immigrants are not assimilating. While there is a great level of acculturation to the American way of doing business—mostly by college graduates, immigrants and ex-pats bring and keep their own worldviews, perspectives, and values representative of their first language and culture of origin.
Minorities in the U.S. who live in silos have strengthened their diversities. The more an ethnic group is segregated, excluded, or other-ed, the less it assimilates. Diversity is a positive aspect. It enriches any company, organization, or team. Silicon Valley, Tech Venture Capitalist, Paul Graham explains, “The United States has only 5 percent of the world’s population; it stands to reason that most of the world’s best new ideas will be thought up by people who weren’t born here.”
The challenge is when communication styles clash let alone the perpetuation of harmful stereotypes. It results in misunderstandings, frustration, decreased productivity, and lower morale. We all have seen this!
The Latino and Mexican Online Consumer
Mexico City – Diana Fountain near El Ángel de la Independencia (Photo credit: Anirudh Koul)
By Mari D. González
I’m a graduate student in Intercultural Communication doing research on online marketing specific to Latinos in the U.S. and Mexicans in Mexico. I do a lot of reading on the topic and just finished reading Joe Kutchera’s book, Latino Link: Building Brands Online with Hispanic Communities and Content.
His is a complete read on the intricacies of the Latino market from a global and international perspective. He is not simply expressing his opinions. He does extensive research and lets the voices of other experts speak and share their valuable in-the-trenches experiences. Latino Link presents the real step-by-step, “how to” market to Latinos and to middle-class Mexicans who travel from Mexico to shop in the U.S. that I haven’t found in other books.
We already know the Latino/Hispanic market is large and expanding. The numbers are there–just check the Pew Hispanic Center website. Yet, we need to understand the complexities of comparing and contrasting this market within the context of the general market. And, beyond that, he compares the Latino market with Mexico as a stand alone and expanding online market. Kutchera talks about the “invisible consumer,” the affluent and middle-class Mexican buyer whose potential has not been recognized. Why? Perhaps, because most executives and so-called Hispanic marketing consultants have been fixated on the stereotypical Latino/Hispanic and the Mexican (in Mexico) consumer and continue to exploit the market based on such stereotypes.
What I enjoyed most is Mr. Kutchera’s ability to investigate without a preconceived premise or hypothesis. He is open to being surprised and finding new knowledge outside the box even from his own nephews who are habitual internet users and are the present and future consumers. As a consumer behavior researcher who focuses on the cultural and linguistic aspects of the Latino/Hispanic y en el mercado de Mexico, and the market in Mexico, I highly recommend Latino Link.
Edited by Connie Cobb
Best Blog Comments: Cross-Cultural vs. Intercultural
Image by Roslan Tangah (aka Rasso) via Flickr
Since I published the article “Cross-Cultural vs. Intercultural,” it has consistently been the top post according to Ixmati Communications’ WordPress dashboard statistics. This article also prompted comments from two subject matter experts.
Leo Salazar wrote:
“Well written, Mari. One learns by writing, and the more I write the more I realize how little I know. I welcome the learning offered by experts such as yourself, who take the time and trouble to help me understand. It’s unfortunate that the particular writer on the Mashable, oops, I mean the well-respected social media blog, wasn’t open to your contribution.
You have, indeed, pointed out a very fundamental difference in terms. Most people who have a good command of the English language should understand that “inter-” and “cross-” have completely different meanings. You travel the interstate to go cross-country, but you can’t take the cross-state to go inter-country.”
Leo is the principal at Effective Intercultural Business. He specializes in learning and development in an intercultural context. He’s based in Amsterdam, Netherlands. More about Leo @srLeoSalazar
Joe Ray wrote:
“Good explanation, Mari. I have been working on presentation that includes some of these aspects and knew there were subtle yet contrasting differences in the terms.
I seem to hear the term cross-cultural thrown about more so than intercultural when navigating through the Latino market universe. However, much of my interaction is also with Native American tribes and have noticed that one term they use quite a bit is intertribal.
Your explanation was clear and very helpful. Much appreciated!”
Joe is the Creative Director at Estudio Ray, a branding agency that specializes in connecting with Latino consumers and in Hispanic marketing. He is based in Phoenix, Arizona. More about @JoeRayCr8iv
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