A few things that we believe passionately: 

• The definition of General Market (“GM”) needs to be reconsidered. As marketers, we should be moving away from our old way of looking at the market by “parts” and focus on the “whole”- which we like to call the “Total Market.”

• This shift in mindset has been inspired by the, much expected and now
  materialized, Census 2010 figures and our on-the-ground intelligence.

 

To be an expert in the “Part” one must understand the “Whole,” and therefore Culturati is uniquely positioned to play an important role in helping clients succeed in the new “Total Market.”

• Culturati has firm roots in the U.S. Hispanic (USH) market; it is at the core of our identity. While this continues to be our point of differentiation, we are evolving with the new marketplace landscape and have the experience to succeed in a new “Total Market.” In fact, our leadership team has 30+ years of “GM” experience.

 

The unacculturated segment continues to be critically important, however, additional emphasis should be placed on understanding Biculturalism in order to win in the new U.S. Hispanic market. This and the next generations of USH will not “acculturate” in the traditional sense of the word, they will create their unique blend of biculturalism. 

• The traditional “Acculturated vs. Non-Acculturated” model is not sufficient to fully understand the new U.S. Hispanic market; it too often assumes a zero sum game and a “dominant vs. weak” relationship of cultures that is no longer valid given the critical mass of Hispanics in the U.S.