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In a recent episode of \u201cLanguage is Your Superpower<\/a>\u201d podcast, guest Sam\u00ed Haiman-Marrero and host Lisa March had a conversation about specializing in the Hispanic market and exploring multicultural marketing strategies. As President and CEO of URBANDER<\/a>, Sam\u00ed, along with her team, delivers culturally relevant and inclusive business strategies and programs that positively impact people of diverse backgrounds and language proficiencies. In 2020, they earned the Orlando Business Journal\u2019s Diversity in Business \u201cHelping Hand\u201d Award for their caused-based work and its impact on underrepresented and underserved communities.<\/p>\n While the conversation was deeply rooted in growing a business with language and cultural proficiency, they pointed out that organizations which are culturally aware and exposed to diverse communities are better able to engage with their stakeholders more authentically. With regard to consumers, they shared three indicators to consider when determining whether your favorite companies are building bridges through the power of language and culture:<\/p>\n They know the demographic profile of the people where they live, work, and play<\/strong><\/p>\n As the number of consumers of products, services, and multicultural experiences continues to grow, it is important to know that they have power in numbers and buying power. For example, according to the Center for American Progress, in 2018 the Latino segment of the U.S. consumer market reached over $1.6 trillion in buying power, Hispanics accounted for 50% of the net overall growth of new homeowners (2010 \u2013 2020) and \u201cabout 50% of all racial and ethnic students want to start their business\u201d (p. 2). With the upcoming U.S. majority-minority demographic shift, it is important to know the demographic profile of where you live, work, and play. Resources such as USA.com<\/a> provide current data about the demographic make-up of states, counties, cities, etc.<\/p>\n You may be asking, \u201cWhy is this important?\u201d As the demographics shift, keep an eye out for companies that are making a concerted effort to understand, engage with, and support communities that are diverse, underrepresented, and underserved. It is their social responsibility to support the very communities they are in and the diverse consumers that support their businesses.<\/p>\n They speak to the community in their preferred language<\/strong><\/p>\n