Adweek published content sponsored by TelevisaUnivision titled, “The Power of the U.S. Hispanic Consumer”—which delivers the standard data pitch on the audience, its value to brands, how to engage with authenticity and the missed opportunities to tap a growing market.
Question: Why must this (stereo)type of presentation be regurgitated annually for every non-White consumer segment?
Answer: Because the power of the U.S. fill-in-the-minority Consumer is trumped and trounced by the power of U.S. Whites—especially the Caucasians ruling Adland.
It all boils down to who gets the cash versus who gets the crumbs. There is no US in U.S.
Is it common knowledge outside the C-suite that Hispanic work is only worth 10 to 15 cents on the dollar of white General Market work?
ReplyDeleteMulticultural agencies were barely surviving off of those crumbs before holding company agencies came in and sucked them right up and added them to their own pile.
White oversees made, and are making, the case that it's better to pay $1.10 or $1.15 to a white ad agency network and leave BIPOC with $0.00 than to god forbid allow multicultural agencies to have a larger piece of the pie and be entrusted with $0.75.
All this talk of diversity this and equity that and not one single brand has been bold enough to double down on their commitment to any multicultural agency anywhere.