Hispanic Consumers in the US: How To Communicate More Effectively With This Growing Market
The Hispanic market is an increasingly important force in America due to changing demographics, including the Hispanic community’s growing buying power. To reach this group effectively, communications professionals must recognize the wide variety of Hispanic consumers, their cultural values, levels of acculturation and communications preferences. Juan F. Lezama of Fineman PR will address these issues as well as the changes in politics, immigration and the economy that will affect the market.
Juan F. Lezama, Director of Mosaico, Fineman PR Multicultural Division
Juan manages Multicultural PR programs for clients across a variety of industries including food and beverage, pharmaceutical, financial, healthcare, real estate, publishing and non-profit. Juan’s expertise in communicating to multicultural audiences includes media relations, community relations, crisis communications and issues management as well as serving as corporate spokesperson to Latino media.
Raised in Peru and later in the U.S., Juan has his finger on the pulse of the changing Latino consumer market. He has spoken at industry trade conferences and has been published and interviewed as a multicultural PR expert by CNN en Español (A Division of CNN International), O’Dwyer’s PR, PR News Online, Agencypost, National Confectioner Association Journal, and Univision Radio. Juan holds a B.A. in Communications and a Minor in Spanish Language from the University of California, Santa Barbara.