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" ... Another element to keep in mind is the varying levels of acculturation within Hispanic communities. Acculturation is the process by which people take on elements of a new culture without letting go of the customs and traditions of their old one. I've observed that acculturated Hispanics are often bilingual but prefer to speak English and are capable of navigating in both “mainstream” and Latinx cultures. The level of acculturation often depends on how far removed someone is from their family’s country of origin, so immigrants who have recently arrived from Venezuela will have a much lower level of acculturation than third-generation Cuban-Americans. As immigration from Latin American countries continues to slow, brands need to think about how they can use culture to appeal to acculturated and non-acculturated audiences alike. ... "
" ... One of the ideas I sought to impart was how narrowing one’s focus — even to the point of eliminating creative possibilities — can be beneficial in generating exceptional outcomes. If you’re thinking this sounds counterintuitive you’re not alone. Most of us have been acculturated to believe that creativity exists only in some unbridled, unstructured frame of mind. We have come to accept as fact that anything, which seeks to set limits must always be a step in the wrong direction. But what I’ve found over and over, both in my own work as a songwriter, and in enabling the work of others, is just the opposite. Only by homing in on what’s essential is it possible to create urgency, a vital component in any creative endeavor. ... "
" ... Research firm Strategic Business Insights (SBI) and its VALS psychographic segmentation study provides more context around Latino’s consumer motivations. SBI distinguishes this group by their language preferences, i.e. acculturated Hispanic Americans who speak only or mostly English and those who are bicultural and speak only or mostly Spanish. ... "