Book publication announcement

U.S. Businesses Missing Out on Huge Market, CEO Warns – But Here’s How to Tap Into it


Businesses across the United States are missing out on the booming Hispanic market and its potential for business growth, an award-winning CEO warns.

The Hispanic community make up more than 18% of the US population and is the second-largest ethnic group in the country – and yet many companies are not investing in unique marketing to this demographic.

Isaac Mizrahi, CEO of Hispanic advertising firm alma, has created a new guide to help businesses discover the power of the U.S. Hispanic market.

His book, Hispanic Market Power: America’s Business Growth Engine guides business leaders on one of the most relevant segments for marketing in America.

“It is time for businesses to move away from their preconceived notions of multicultural marketing and create an authentic and effective dialogue with Hispanic customers,” Mizrahi explains.

Tapping into the market

Hispanic Market Power provides a comprehensive guide to help businesses tap into the massive potential of the U.S. Hispanic market.

Mizrahi, a thought leader and industry champion in multicultural marketing and diversity equity and inclusion, draws on his vast experience as a corporate executive, agency CEO, and industry leader to uncover how companies can stimulate growth by moving away from preconceived notions and towards marketing effectively to Hispanic customers.

“Companies need to move away from mere representation and appeal to the lived experience of Hispanic communities,” Mizrahi explains. “And this approach will play dividends because there are various trends that show that the Hispanic community is growing, gaining more expendable capital and they are spending that capital on household goods.”

Pragmatic solutions

According to Mizrahi, the U.S. Hispanic population represents the most significant demographic growth in the country, and as such, U.S. corporations should make it a priority to center their existing and future strategies on this community.

In his book, he provides practical and pragmatic suggestions and recommendations to help businesses leverage the booming segment to drive sales.

“Hispanic Market Power is a strategic business book created for other marketers and business leaders who want to succeed in the U.S.,” Mizrahi said. “The book serves as a crucial counterbalance to other published materials on the topic that possess little connection to day-to-day reality, and that have a more political standpoint.

“The book is filled with straightforward talk and illustrative case studies from companies such as McDonald’s, Pepsi, Coors Light, Kia, and many others – making it a must-read for any business looking to thrive in today’s multicultural society.”

To learn more about Hispanic Market Power, please visit hispanicmarketpower.com

Further information:

 

Hispanic Market Power: America’s Business Growth Engine 
By Isaac Mizrahi
Published 3 May 2023
250 Pages
Paperback: 9781032392318 | $39.95 USD | £23.99
Hardback: 9781032392349 | $160 USD | £96
eBook: 9781003348931 | $39.95 USD | £23.99

 

About the author:
CEO, Author, Board Director, Multicultural Marketing Expert, Forbes Contributor, AdWeek 50 Isaac Mizrahi is a Brazilian marketing master and economist, who has spent most of his 30+ career years working with brands such as Coca-Cola, Bellsouth International, and Sprint-Nextel, in several different functions and covering multiple geographies.

Over the past decade, Isaac transitioned from the client side to the agency side of the business, joining modern culture agency, alma, as its SVP, Managing Director. In 2022, he was named CEO, leading the agency as it continues working with brands including McDonald’s, Lilly, QuickBooks, Google, Change the Ref, Molson Coors and PepsiCo. During his time at alma, he has overseen the agency’s revenue growth for 13 consecutive years and in 2021, was named to the Adweek 50 list for his long-time success in leading the thriving and ever-growing space of multicultural marketing.

Besides working at alma, Isaac also served as a director of the Hispanic Marketing Council (HMC) board and is a contributor for Forbes, where he publishes monthly articles on multicultural marketing insights and trends. Isaac Mizrahi is also the author of the book Hispanic Market Power – America’s Business Growth Engine to be published in May 2023.

 

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