Over a cafecito we pondered the theory of ‘The Illusion of Inclusion’.

   Yesterday was one of those days when you had to pull out your notebook and jot down some interesting thoughts from a conversation.  Having coffee with Liliana Gil, Cultural Intelligence expert for AG-XL Alliance in Tribeca in New York City, she enlightened me with the concept of ‘The Illusion of Inclusion’.

The illusion of Inclusion is based on the concepts that companies are involved in Hispanic or Multicultural marketing the right way or not.

Here is goes according to my notes:

1- Companies are targeting Hispanic or other minorities through sophisticated linguistic, cultural and marketing strategies, or just saying that they are doing it to offer the PC or PR perfect profile with no real strategy or interest in ROI.

2- Companies have hired a Hispanic or Multicultural expect to lead their efforts and generate ROI or are they just tokens without real responsibilities, goals and effective and sizable budgets at their disposal only see attending conferences.

3- Companies have hired a Hispanic or Multicultural ad agency and  pr firm to effective communicate with consumers or they just have them on the agency roster for the ‘just in case’ they need them time.

4- Companies have implemented diversity programs or have just created a department that does not impact the company culture of inclusion and employee growth.

Now, how many companies out there are involved the ‘Illusion of Inclusion’ or really doing it?

I have a list.  Do you?

There is a real need for experts in Hispanic and Multicultural marketing in the next 10 years.  It is all about ‘El Insight de la Tribu’ that is going to offer the next opportunities for professionals in our Industry.

So instead of their being a McKinsey & Company out there offering insight to companies for potential growth and opportunities.  I am waiting for the McRodriguez & Company to arise.

Thoughts?

Gene Bryan
CEO
HispanicAd.com