When Jessica’s father bought her a one-way ticket to the States from Guatemala when she was 25, that was his way of saying, “I believe in you, hija, and I expect you to truly ‘be ‘somebody’.’” Now go do it.
Study Shows Steep Increase in Corporate Efforts to Target Hispanics
The top 500 U.S. marketers are allocating about 8.4 percent of their overall ad spend to Hispanic dedicated efforts, this is up from 5.5 percent in 2010, according to a new report from AHAA: The Voice of Hispanic Marketing. Over the past five years, the top 500 advertisers boosted their spending in Hispanic targeted media by 63 percent or $2.7 billion from $4.3 billion in 2010 to $7.1 billion. The top 500 advertisers boosted their average spending from $9 million in Hispanic targeted media in 2010 to $14 million now.
I was born in rural Texas well before the digital age of social networking. I am a Mexican American. For those of you familiar with the digital divide, you know it is not commonplace for an older Latina to carry a laptop, travel internationally, and blog at a major innovation conference. This is a story about the success of a Latina with blogging and social networking in Europe.
Roberto Rios was the first in his Latino family to “set foot on American soil,” as he described it. Roberto was embarking on a college career at Freed-Hardeman University in Henderson, Tennessee. The son of a Church of Christ minister, Roberto spent the majority of his 23 years involved in the church in his hometown of Lima, Peru. A move to America away from all his family was not going to change his Hispanic heritage. When Roberto graduated two years later with a degree in computer information systems, he quickly secured a job in computer networking in Arizona. After marrying his bride Jeana, he moved his family back to Lima where their first child was born. “We really wanted our child to be born in Peru,” said Roberto who anticipated returning to the States.
When 25-year-old Lucia Montas moved to the City of Chattanooga, it was the first time in her life to live in a multicultural place where the Hispanic people and the Latino culture were not the majority in the population. As she described, it was the first time that she experienced the diversity, the culture clash and felt that she was living in the United States.
La Paz de Dios is the trusted guide for the Latino community in Chattanooga. Bridging the diverse Latino community to local and regional community resources, La Paz also provides service organizations a network in the Chattanooga community for those seeking to serve Latinos and learn how to better access and gain the trust of that population. Since its formation in 2004, La Paz has sought to identify and address the social and humanitarian needs of the immigrant Latino community, locate and foster relationships with trusted organizations that can serve them, and provide the community with the confidence, capability, and education to become self-sufficient and resourceful. The mission of La Paz is to enable individuals to become more engaged community members to create a healthy, culturally inclusive Chattanooga.
For many career women success means achieving not just professional recognition but also a fulfilling family life and personal happiness. But what is the price is paid by a career women and other women leaders in the diversity of culture they represent? There are many different answers to this question and the diverse cultures are key. My answer comes from the perspective of a Latina working for a Fortune 500 company who also constantly feels the need to challenge cultural differences in leadership styles. At the same time, it’s coming from a person who looks for life work balance, whether that means enjoying time in the kitchen cooking my favorite traditional cuisine, or impressing upon my children the value and importance of their multicultural background.
They came in colorful garb, full of energy and engaged in lively and loud conversations in their native language. During recess they played their rhythmic music with the salsa beat occasionally swirling their hips and did the cha cha cha. They clung to their own, sensing the disdain that the “owners” of this great institution had for them. They were the unwelcomed intruders; they reeked of happiness and gleefully shared their joy with each other. They were the Cubans who came to America by the boatloads and were perceived as different from the earlier arrivals who had “fit in” better and were more like the owners of their new homeland meaning they were more “white”, wealthy, at least educated and of the professional and middle class. These earlier forbearers were more likely to fit into the existing order.