This is definitely where marketing in the US is heading to. With 103 millions of Hispanics, African Americans and Asians in the US, brands need to find creative ways to communicate meaningful and relevant messages to their multicultural audience to be able to truly connect with it. With all the sub groups that encompass the "New America".
The marketers are naming their models: Total Market Approach, as we call it in Richards/Lerma, Crossculturalism as Ken Muench, one of the savviest US Hispanic planners - in my opinion - calls it, or Transcultutal Marketing, as I like to call it; but it all boils down to the General Market work influencing the Hispanic work, and the Hispanic work influencing the General Market work in a way that makes brands stronger.
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