UniMas, a Univision network, is hoping its live two-hour show "Enamorandonos" will appeal to Hispanic audiences and advertisers seeking cross-platform and digitally savvy programs. The show is the "cornerstone of the UniMas strategy of live, bold and alternative programming" says Elisa Segovia, Univision's vice president of corporate marketing and brand strategy.
People of color, especially Hispanics and African Americans, represented the most new hires ages 25 to 52, according to a Washington Post analysis of Labor Department data, and women are credited with the surge. Hispanic women are seeing a cultural shift that allows work outside the home, and bilingual skills are more prevalent in job postings.
Lesly Herrera Castillo and Joselyn Mendoza want to create jobs and a place free of racial and gender discrimination for the trans Latinx community with Mirror Beauty Cooperative in the Queens neighborhood of New York City. "The significance of the cooperative for me is that it's an opportunity to create more jobs and make a space that's free of discrimination," says Mendoza.
Minor League Baseball's Las Vegas Aviators, with HCI Advertising, are targeting Hispanic fans with social channels on Facebook and Instagram. "We've seen an increase in our Hispanic fan base which is proof positive that we are continuing to resonate with this audience. Launching a robust Hispanic social media platform allows us better connectivity and interaction with our Hispanic fans," says Chuck Johnson, vice president of sales and marketing for the team.
ESPN Deportes Radio ended over the weekend, and the UNANIMO Sports network aims to fill the gap for Hispanic fans. The network will be based in Miami, and President Lino Garcia says, "TuneIn is our very first big-marketing partner, so to speak. They have stepped up and really see the potential of the Hispanic market."
Sleep Number's Melissa Barra, who was recognized as a powerful Latina in business by the Association for Latino Professionals for America, touts the company's culture of inclusion and her role in that. "I am very conscious that I am a part of a very small group of people -- that 4% of women of color who are in a C-Suite role. And I take that responsibility very seriously as a driver and advocate for diversity and inclusion because I believe that drives better business and community outcomes," she says.
Parker Morse, founder and CEO of H Code, an advertising platform that focuses on the Hispanic market, sees diversity as key to success in business. "Understanding that current and future generations in the U.S. are and will be multicultural and digital-first is essential for the evolution and growth of American businesses. ... A media industry that showcases diverse storytelling and content would enhance our industries and show all people within our nation a true representation of America," he says in this interview.
Alvaro Luque, CEO of Avocados From Mexico, discusses marketing and the blend of Hispanic and American cultures in this interview as Hispanic Heritage Month approaches. "The growing power that Hispanics have is something to watch out for in the coming years. This demographic is a significant segment that is young and thriving and shaping the United States in positive ways," he says.