CSR: A door to social and organizational growth, especially for brands targeting Hispanics

Posted by Elena del Valle on December 1, 2010

By Juana M. Véliz
Managing director, Hispanic Practice, Lagrant Communications

Juana M. Véliz, managing director, Hispanic Practice, Lagrant Communications

Photo: Lagrant Communications

New data from the Yankelovich Monitor Multicultural Study 2010 reported what we, as multicultural communicators and marketers, have experienced: Hispanic and African American consumers are more willing to purchase from, and be loyal to, companies actively engaged in their communities to make a positive change.

While one-third of Hispanic and African American consumers said they almost always choose brands because they come from companies that help the causes they support, just one in five non-Hispanic Whites agreed to do the same.

Accordingly, in order to build long-lasting relationships and earn the loyalty of Hispanics/African American consumers, it’s essential to include a social component into our strategies that shows understanding and commitment to their needs.

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