Earlier this year, we helped launch the State of Latino Entrepreneurship (SOLE) 2016 research report, a collaborative effort of the Stanford Graduate School of Business and the Latino Business Action Network. A much-needed whiff of fresh air.

The SOLE report uses primary and secondary research to examine the state of Latino-owned businesses, expanding our understanding of the Latino entrepreneurship segment of the U.S. economy, which comprises about one in every eight (12 percent) U.S. businesses.

If your perception of a Latino-owned business (LOB) is a taco truck on a street corner in an L.A. suburb, think again. These businesses range widely in size, industry and the owner’s country of birth. Most importantly, they are highly integrated in the overall economy, which means that when Latino-owned businesses thrive, the community thrives with them.

Not surprisingly, almost 60 percent of LOBs are located in the four states with the largest Latino populations: California, Texas, Florida and New York. Yet, far from being niche-market endeavors, these companies are tightly woven into the broader community. The SOLE report found that:

• 74 percent serve non-Latino clients
• 54 percent employ mostly non-Latino workers
• About 70 percent are owned by U.S.-born Latinos
• They range across industries, with most in professional & business services, manufacturing & construction and education & health care

It is estimated that Latinos own 4.23 million businesses in the U.S., a number that has grown twice as fast as the national average since 2012.

This strong entrepreneurial spirit, which is actually a major pillar of the U.S. Latino identity, was particularly evident during the recent recession. Despite the economic downturn, between 2007 and 2012 the number of LOBs grew by 46.3 percent, vastly outstripping the overall pace of U.S. firms, which grew by only 2 percent.

Latinos are also overrepresented in small and medium-size business ownership. Despite this, brands and agencies too often ignore them when developing B2B strategies.

While the SOLE report demonstrates the strength and dynamism of Hispanic entrepreneurship, this data should not be taken to suggest that Latinos are a monolithic community. Quite the contrary, this community is diverse and multilayered.

So, forget the taco truck stereotype and look at the data. The numbers tell the story of a driven, resourceful and resilient community that is proud of its culture while at the same time fully integrated into U.S. society. Latino entrepreneurs are ready to surmount any challenges thrown at them, and they’re increasingly unapologetic about their place in our nation.

Making headway in the U.S. Latino market therefore requires a nuanced communications approach that takes account of its inner complexities. A one-size-fits-all approach doesn’t work to engage Latinos anymore, if it ever did.

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Hillary Clinton and Nydia Velázquez

Of all the messages Kaine sent during his address at Florida International University, his bilingualism was by far the strongest of all, one that dominated Latino media coverage of the event and emphasized Democrats’ alignment with issues Latinos care about most. While his speech covered topics important to Latinos – religion, family, education and immigration reform – his personal experience and use of Spanish validated the “Latino experience” and appeared to be aimed at the many Latinos who, although eligible to vote, seldom go to the polls.

It was exciting to hear Kaine discuss “los valores del pueblo, fe, familia y trabajo” (the values of the people, faith, family and work) to a roaring crowd, but it’s important to note that his speech came on the heels of the efforts that several primary election candidates – both Republicans and Democrats – made to sway the 27-million-and-growing pool of eligible Latino voters.

To put this all in better perspective, we analyzed candidates’ communications directed at Latinos. Those who did little or whose information was not available online were not included in this analysis.

Ted Cruz

Despite his Cuban background, Ted Cruz’s Latino outreach was modest. Hispanic media did not interview or cover him as much as other candidates. The few TV ads in Spanish we found highlighted Cruz’s Cuban-American heritage and called him a “family man of faith,” both important traits for Latino voters. Cruz also noted that Latinos have higher military enrollment than any other ethnic group, something most politicians don’t regularly mention. On a visit to the Bronx, Cruz talked about the values he shares with Latinos, including family, patriotism and the pursuit of the American dream. However, any momentum he may have gained was lost when Marco Rubio, during a debate, ridiculed his inability to speak Spanish.

Cruz found it difficult to enlist wide Latino support because of his controversial positions on immigration, such as opposing any legal status for undocumented workers and supporting the end of birthright citizenship. Cruz deserves credit for giving Univision anchor Jorge Ramos an interview, something that many politicians, including Donald Trump, would not do. In the interview Cruz articulated his stance on immigration.

Jeb Bush

Fluent in Spanish, Jeb Bush leveraged his wife’s Mexican heritage and his sons’ biculturalism to appeal to Latinos. His ads showed him and his sons speaking Spanish and celebrating Hispanic Heritage Month. He demonstrated his Spanish language proficiency with Latino media, including in a Telemundo interview, in which he pointed out that his sons, like many Latinos, have experienced discrimination. While this strategy scored points with Latinos, it also opened him to attacks from Donald Trump, who suggested that Bush stick to English when in the U.S.

Bush’s wife, Columba, also appeared in one of the ads speaking about her family traditions including going to church every Sunday, a message that resonates well with Latinos, 82 percent of whom claim to be religious. Bush’s immigration plan was widely covered by Latino media. He supported immigration reform, including providing legal status to undocumented immigrants, while strengthening border security and opposing “sanctuary” cities.

Bush also tried to appeal to older Cuban-Americans, a largely conservative group, by emphasizing his disagreement with President Obama’s normalization of relations with Cuba.

Bernie Sanders

Focusing on family and labor conditions to present his candidacy to Latinos, Sanders created several Spanish-language videos, including one titled “Tenemos Familias (We Have Families),” which explained how Sanders helped improve conditions for Latino tomato workers in Florida. Except for an ad in Spanish about immigration, the Sanders ads we found were developed in English and translated. We found no other ads with creative specifically developed for the Latino voter, which we believe would have been more powerful than translations of English-language ads.

In an interview with Fusion – Univision’s English-language service targeting younger Latinos –  Sanders spoke about his proposals for free college education, a key issue for Latinos who are 10 years younger, on average, than other Americans and less likely to go to college than other major American demographics.

Income inequality and free college education were key topics that the Sanders campaign used in its Latino outreach. We did not find inconsistencies between what Sanders said to Latino media and to general market media, something that other candidates were accused of doing. His website did a good job of summarizing these and other issues important to Latinos.

Marco Rubio

Marco Rubio appealed to Latinos by speaking about his family’s immigrant story, detailing their journey from Cuba and his own story of achieving the American dream despite humble beginnings as the son of a bartender and a maid – a powerful statement of hope that aligns with many Latinos’ experience and aspirations.

In speeches, interviews and emotional TV ads such as “Bartender,” Rubio talked about his parents’ hard work, pointing out that his family achieved prosperity thanks to limited government and free enterprise. This had the potential to resonate among thousands of Latino entrepreneurs, our nation’s fastest-growing small-business segment.

Like Bush, Rubio also found himself the target of Trump’s attacks for his use of Spanish. He deflected that criticism by telling the story of his grandfather who loved America but couldn’t speak English.

On Univision’s Al Punto, the Hispanic “Meet the Press,” Rubio said that if elected he would not immediately rescind President Obama’s executive action on immigration, better known as DACA. Cruz used this interview in an ad, accusing Rubio of dishonesty by presenting himself to conservative audiences as tough while espousing an inconsistent position on DACA to Latinos.

Hillary Clinton
Clinton executed what was probably the most comprehensive Latino outreach strategy. From securing endorsements from celebrities and politicians to capitalizing on Trump’s negative immigration rhetoric, Clinton gained more positive Latino media exposure than any other candidate.

Like other candidates, Clinton’s messages in ads and speeches focused on issues important to Latinos, e.g., immigration reform, education, the economy and health coverage. However, no other candidate secured as many high-profile endorsements as she did. These included Linda Sanchez, chair of the Congressional Hispanic Caucus, and 19-year old Mexican-American heartthrob Luis Coronel, who sang the national anthem to open one of her rallies.

Clinton also recently launched an ad that addresses Donald Trump’s statements about illegal immigration, a direct jab at her general-election opponent. Her campaign probably hopes to motivate more Latinos to vote, given that this has traditionally been a challenge for this demographic.

Clinton not only made the rounds on all major Spanish-language news and political shows. She was also interviewed live in two popular, entertainment-focused Latino radio morning shows, El Show de Piolin and El Show de Don Cheto. These interviews aired just as the critical California primaries were to take place.

It’s no surprise, then, that Clinton’s running mate, Tim Kaine, is now taking the lead on Latino outreach, using both his personal experience and facility in Spanish to sway a segment of the population that is considered vital to a winning campaign.

The post Communicating with Latino Voters appeared first on Fineman PR.

To attract and motivate the best professionals, hospitality employers should craft internal messaging to be inclusive and considerate of all ethnicities.

Celebrate diversity

Having formal written materials that clearly state the importance the company places on a culturally inclusive work environment can establish the organization as one that values all employees’ backgrounds. But this communication should not be limited to written materials provided to employees. Top leadership and managers at all levels should also speak and act in ways that ensure that everyone feels like an integral part of the organization.

During the 2012 Great Place to Work® Conference, Clarence Otis Jr., the CEO of Darden Restaurants, parent of LongHorn Steakhouse and Olive Garden, said, “We strongly believe that understanding and embracing our differences enables us to be stronger individuals and a better team. Our spirit of inclusiveness is woven into our strong culture and we believe that gives us a competitive advantage.” He then explained the importance not just of fostering a diverse team but also creating an inclusive work environment where all employees feel valued.

Understand cultural nuances

While it might seem easier to lump together groups that seem similar (e.g., Asian, Latino) when developing communications plans, it is more helpful to acknowledge the values of distinct ethnicities. For example, while Mexican employees might wish to observe the Day of the Dead, it is not a holiday for their Honduran or Guatemalan colleagues. Being considerate of each group’s traditions and the days they might wish to spend with loved ones helps companies promote goodwill.

Align philanthropic efforts with employees’ interests

Companies should demonstrate their commitment to the community by getting involved with local nonprofit organizations or implementing their own community initiatives – for example a scholarship program for employees’ dependents.

At Kimpton Hotels and Restaurants employees can apply for $1,500 in tuition reimbursement. They can also participate in Kimpton University, whose courses include English as a second language and diversity and inclusion training, both of which help foster a more diverse workforce. The company has also designated November as Kimpton Cares Month, during which each hotel or restaurant chooses a local charity to which donate or volunteer. Allowing employees to have a say on which organizations the company partners with in the community can go a long way in showing employees that their input matters.

Keep lines of communication open

To create an inclusive work environment it’s crucial that managers see internal communications as a two-way street. At Wyndham Worldwide, 74 percent of employees felt there was clear and transparent communication in the company, and 80 percent said their managers are approachable and easy to talk with. The hotel incorporates employee enrichment programs which include extensive training sessions for newly promoted employees as well as classroom and online learning for members of their teams.

As language barriers may make some service industry employees of color hesitant to speak out about concerns, it’s important for companies to ask employees which methods of communication work best for them and adopt the most requested ones. Employers should also consider preparing communications materials in other languages to ensure that all workers understand them.

In more general terms, a proactive communications program will not only provide a return on day-to-day operations but will also become an asset of the organization in times of crisis. Labor disputes, for example, can often affect employee morale, losses in business and damage the company’s reputation. To avoid these potential challenges, management teams can take an active role in communicating with their employees and create long term positive relationships.

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In California, about 27 percent of Latinos do not graduate from high school, in comparison with 21 percent of all high school students. However, changes are happening, as we are now seeing the highest educational achievement rates ever among Latinos. Despite that, though, there is still more work to be done. Policy and resources are important drivers of change; however I would argue that a key ingredient for success is strategic communications to the community.

Parents are hungry for information

Do not assume that Latino parents do not value education. Surprisingly, this is a common misconception. In fact, the opposite is true. Public opinion research has shown that Latino parents are highly interested in their children’s education. Education is often the top issue ranked as “extremely important” among Latino voters in the past presidential election. Education was ranked higher in importance than the economy, healthcare or immigration. Consequently, it is important to make communications culturally relevant to Latino parents. This means developing communications in both English and Spanish but, most importantly, understanding the experience, sensitivities and motivations of the Latino community. Many Latino students are the first ones in their families to attend college. Government and educational institutions cannot expect that the same communications plans and methods directed at the general population will also successfully serve the Latino population. Latino parents need information in mostly two key areas: access and awareness of the academic preparation requirements needed for college and the required financial preparation, regardless of economic status.

A corporate program doing a good job at addressing this need with parents is Univision’s Ya es el momento. The program uses the power of the Univision brand in the community and the common ground of its talent to help inform Latino parents. The program includes PSAs, special programs and segments on education to be broadcast on Univision properties and establishing relationships with community organizations at the grassroots level.  Since its launch in 2010, the program has gained the support of the Bill & Melinda Gates Foundation, and the U.S. Department of Education.

Corporate/community partnerships work

Univision’s decision to embrace education as its main corporate cause is brilliant. Not only is education the issue rated as most important by Latinos, but it is also far less controversial than immigration reform,  another cause this community strongly supports. Latinos appreciate companies that take an interest in supporting education in its community and this topic affords so much less distraction in which the real message can get lost. Companies such as Wells Fargo and The Coca Cola Company have recently launched programs to help support education of Latino students in partnership with the Hispanic Scholarship Fund, the country’s largest not-for-profit organization supporting higher education. Wells Fargo recently partnered with the Hispanic Scholarship Fund donating more than $8 million to launch a College Camp Series. The program included bilingual workshops and panels to help students and their parents prepare for college in 2013-2014. The program included events held in cities with large Hispanic populations. This school calendar year Coca Cola’s The Share Possibilities Program awarded $200,000 to help close the college attainment gap among Latino students. If you are looking for a CSR program that can win big in the Latino community, an education-related program is the answer. Or if you are a communications professional at a non-profit and are looking for ways to help your program grow, a corporate partner could be the way to go.

Grassroots community involvement is a must

Latino culture is community-oriented; therefore, for any education related program to be successful it is important that it be implemented at the grassroots level. It is not enough to have a website, a hotline and a media awareness campaign. It is important to get the neighborhoods involved by working with organizations that have strong community presence and the support of those highly respected in the community such as small business owners, teachers, religious leaders and others. This is precisely the concept behind the Mission Promise Neighborhood Initiative, a program announced last year funded by a federal grant from the U.S. Department of Education to help raise educational achievement scores for students in San Francisco’s Mission High Schools in the Mission District.  The program works with 26 local non-profits that have strong local presence. Our agency is currently working with the Mission Promise Neighborhood.

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This article was written by Juan Lezama, director of Mosaico, Fineman PR’s multicultural division. It was first published on The Agency Post on November 13. The full text can be found at The Agency Post:

The surge in ethnic population and buying power has won the attention and interest of corporate America. Minorities now account for 37 percent of the U.S. population (114 million), and for the first time, more than half of all children born in the U.S. are non-white. Minority consumers are expected to grow their buying power from $1.6 trillion in 2010 to $2.1 trillion in 2015, accounting for 15 percent of the nation’s total buying power. Among these multicultural markets, the Latino segment is the largest at 50 million strong, equivalent to 16 percent of the U.S. population and with almost a trillion dollars in buying power.

Read the full article at The Agency Post

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