CULTURE
SUM M ER 2011
The 2010 Census
& the Rise of
Multicultural

Welcome
Bienvenidos
Only a few years ago, I spent a great deal of time talking to people about the new
realities in the U.S. consumer market. Some of it was based on my own perception
and thinking about what was happening in the U.S. Hispanic market. Then there were
two major Spanish-language television networks, a handful of local radio stations, just
a few dailies and a limited number of online sites catering to Hispanic consumers.
Many marketers weren’t yet convinced of the opportunity. We heard such things as
“we can reach Hispanics through general market media” and my favorite “Hispanics
aren’t spending.” That was 1999. Today, with the 2010 Census out, marketers have
been forced to rethink their strategy toward the new realities shaping the U.S.
consumer market.
What’s driving this long-awaited shift? The sheer numbers, of course. Multicultural
groups are not only the fastest growing segment of the market, but they are quickly
creating a multiculturally-influenced general market.
The size of the U.S. Hispanic market alone grew by nearly 50% since 2000 to more
than 50 million people, or nearly 16% of the total population. The Census data
also reflects how minorities continue growing, now comprising 35% of the total
U.S. population.
The new estimates reveal a country of larger and younger minorities, with Hispanics
having the greatest growth rate due to their higher birth rates. Hispanics represented
more than half of the total growth in the U.S. population since the last Census and the
larger portion of this increase, two-thirds, was to births, not immigration, which has
actually fallen off to some degree in recent years.
For the moment, non-Hispanic whites number approximately 200 million, but are
14% less than their percentage in 2000, when the country’s white non-Hispanic
population was calculated to be 195 million. This signals a major transformation.
One that we have not seen since the post-World War II Baby Boom.
The country is taking on an ever more diverse character and even more so when one
takes into account that Americans are defining themselves more and more as belonging
to different cultural groups.
The question we need to ask is... will this transformation finally end our fascination with
thinking about the total market in segments? Only when we honestly look at the new
realities of the market, will we truly grasp the vast marketing and business opportunities
that exist.
Armando Azarloza
President
Axis
2

What’s Inside
4 6 8
Growing Trends: Culture Movement Move Over,
Census Highlights Marketing Baby Boomers
Demographic Shifts
12 14 16
Why Our Role as Bilingual & Bicultural Reaching Mexicans
Multicultural What it Means for Brands in The U.S.—
Marketers Matters The Facts Behind it
10 20 21 22
Case Study: Media News — Can’t-Miss Digital The Infamous
Kraft Foods May 2011 Upfronts Conferences Question #7
3

Growing Trends:
Census Highlights
Demographic Shifts
Future growth in the digital population will come from minority audiences.
The overall growth of the online population in the U.S. is While the census has consistently projected strong growth
stagnating, and most future growth will come from increases in minority populations through 2050, the new figures for
in minority audiences including Hispanics, Blacks, seniors all races may change more than projected. The census’
and children. open-ended questions on racial and ethnic background —
including a write-in answer for filers who did not feel their
Hispanics are the fastest-growing segment of the U.S. background could be explained by a single check-box
population, and eMarketer expects the Hispanic online answer — caused much confusion and comment. It is
population to grow by nearly 10 million people between still unclear how respondents identified themselves and
2010 and 2014. Next year, eMarketer forecasts their families.
32.2 million Hispanics, or 62.9% of the U.S. Hispanic
population, will be online. The results of the 2010 census
could push those estimates up even further.
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The Black internet user population is somewhat smaller but
also on the rise. eMarketer forecasts nearly 26 million Blacks
will go online at least monthly in 2011, for a penetration rate U.S. Hispanic Internet Users and Penetration,
of 66.9%. By 2014, 72.3% of Blacks will be online. 2009-2014 (millions and % Hispanic population)
Marketers who are beginning to up their budgets as they 39.2
36.8 (70.0%)
put the recession behind them will do well to remember that 34.3 (67.6%)
32.2 (65.0%)
minority groups are only increasing in importance online. 29.6 (62.9%)
Advertisers must remember they make up an ever-greater 27.2 (59.5%)
(56.5%)
portion of the audience of all media, but spending on
Spanish-language and African-American media is also
a must. According to research from the Association of
National Advertisers, more than half of U.S. marketers will
be increasing multicultural spending on both traditional and
newer media.
According to research 2009 2010 2011 2012 2013 2014
from the Association Note: can be of any race
Source: eMarketer, March 2010
of National Advertisers, 114300 www.eMarketer.com
more than half of U.S.
marketers will be increasing Change in Marketing Spending on All
multicultural spending Multicultural Media vs. Newer Media
Platforms According to U.S. Marketers, 2010
on both traditional and % of respondents
newer media. Spending less Spending less
13% 9%
“These audiences appreciate genuine efforts by marketers
to understand them and communicate messages that
resonate, which means more than including a Spending Spending
demographically diverse cast in a mainstream television Spending more Spending more
same 56% same 56%
commercial or high gloss magazine ad,” said Lisa E. 31% 35%
Phillips, senior analyst at eMarketer. “Brands that ignore
the multicultural audience will find themselves ignored by
a powerful segment of the population.”
All Multicultural media Newer media
Note: n=54; change vs. 2009; *company websites, email marketing, mobile, online
ads, online games, online video, paid search, RSS, SEO and social media (blogs,
©2010 eMarketer Inc. All rights location-based services, podcasting, Twitter, webinars, wikis, virtual worlds)
reserved. www.emarketer.com Source: Association of National Advertisers (ANA) survey provided to eMarketer,
Nov 22, 2010
122174 www.eMarketer.com
5

Culture Movement
Marketing
What is it and why is it the most effective marketing
communications approach for your brand?
Culture Movement Marketing is about identifying and aligning brands with ideas that are generating
new movements in culture. These ideas and the movements they spawn are powerful because they
appeal to people on a personal level. They captivate and make them want to belong, and more
importantly, they motivate people to want to share the cultural movement with others — think urban
car culture, fusion cuisine, hip hop/reggaeton, among many others.
The strength of cultural movement marketing is that it starts and ends with what consumers like
and are most compelled by in their daily lives. It’s not about creating campaigns that seek to
influence short-term changes in purchase behaviors, rather it’s about aligning brands longer-term
with large movements that consumers already espouse or want to belong to.
At Axis, that’s exactly what we do. We help identify key cultural movements on the rise with
multicultural consumers; we then uncover groundbreaking insights that help us create big ideas
and communications strategies to organically link our client’s brands to these cultural movements.
It’s that simple; we focus on movements that inspire multicultural consumers, and we find creative
ways to help make a brand an authentic part of that movement so that it can profit from as many
aspects of it over time.
The strength of Culture Movement Marketing is
that it starts and ends with what consumers like
and are most compelled by in their daily lives.
6

7

Media News:
Move Over,
Upfronts 2011
Baby Boomers
The top similarities between these two cultural movements are religion, use of
technology (tech savvy), popularity among sports, movie-going and food.
However, the Baby Boomers differ from multicultural
consumers because they are much older, the majority
are white males, have smaller average household
sizes, are more educated, are less brand loyal and
not nearly as receptive to ads.
A multicultural movement is transforming America in
many ways. Not since the birth of the Baby Boomer
generation have we seen such a profound and
dramatic shift in the demographics of the country.
With the end of post-war baby boom, we are seeing
far reaching changes in society and the marketplace.
In food choices — salsa outsells ketchup, tortillas
are preferred over white bread, and the list goes on.
Multicultural groups are also fusing foods together
to create a new and modern cuisine such as Korean
BBQ & Mexican tacos, and Chinese and Cuban
dishes (Chino Latino). Entertainment is leveraging
multicultural celebrities like never before; just watch
Jennifer Lopez and Christina Aguilera judging on
American Idol and The Voice. Athletes like Kobe
Bryant, Alex Rodriguez and Matt Kemp are the
authority for all. And music has become universal,
appealing to all cultures; just ask the fans of Ricky
Martin, Rihanna, Neyo and Pitbull. This impact is
moving the economy. For years, brands have been
adjusting their marketing to speak to the Baby
Boomers. Today, however, they are re-evaluating
8

their strategies in order to compete in the new America.
The assumptions of the past are giving way to the
transformational reality that is taking place. Marketers
have to recognize the rise in multicultural consumers,
particularly Hispanics and the emergence of millennials
as the next generation, with significant influence in the
marketplace. The right way for brands to engage with
multicultural audiences is to understand their culture. It’s
important that they feel connected to a brand’s message.
Now more than ever, a brand has to know what’s relevant
to the target consumer in order to create relatable ads
and messages, and represent the target in all its marketing The right way for
efforts. An essential part of the strategy is to get behind
movements and concerns that mean something to brands to engage with
consumers and address the issues of lifestyle, culture
and language. Get involved in the multicultural community
multicultural audiences is
and they’ll get involved with your brand. to understand their culture.
To reach the multicultural audience, a brand’s marketing
and communications must be delivered through increased
targeted media, leveraging the unique American
multicultural experience. This means acknowledging
American culture while at the same time preserving the
audience’s culture and traditions of origin. This allows for
targeting of specific cultures in diverse communities.
9

Media News:
UpfrontsKraft’s
Comida 2011
Share Your Latin Flavor
In May 2011, Axis led efforts to increase awareness of Comida Kraft,
Kraft Foods’ Hispanic recipe platform that includes a website, magazine,
e-mail newsletter and mobile site all designed to help U.S. Hispanic moms
find simple and delicious food solutions.
10

Case Study: Kraft Foods
Comida Kraft’s Share Your
Latin Flavor has already
doubled the benchmark set at
the beginning of the program.
The 2011 program added a celebrity
element by launching a partnership with
Chef Alfredo Oropeza, focusing on providing
recipes that unite Kraft’s simple and easy
approach with Latin flair and traditions. Axis
led the launch that first targeted influencers
via a blogger event at Kraft Kitchens in
Glenview, Illinois, sharing the Comida Kraft
mission and offering a master class with
Chef Oropeza over two exciting days. In
addition, a traditional media launch was
complemented by a satellite media tour
that demonstrated the Chef preparing
three of the recipes from the 60-recipe,
6-month program.
Fifteen Univision or Azteca America
television stations from across the nation,
tuned in to watch the Chef invite viewers
to Comida Kraft. Ten radio affiliates,
including CNN en Español, also interviewed
the Chef. To date, the team has garnered
nearly 5 million impressions, already
doubling the benchmarks set at the
beginning of the program.
11

12

Why Our Role as
Multicultural
Marketers Matters
At one point or another, we have all pondered why our job as multicultural marketers
is important and to find the answer we don’t have to look very far. The proliferation of
technology has brought the global community even closer and in many ways has spurred
the interest of cultural norms and trends characteristic of multicultural audiences.
In recent years, according to the U.S. Census, the growth Companies such as Unirush, marketers of the Prepaid Visa
of multicultural populations is outpacing that of Whites. RushCard, understand how important it is to communicate
The Hispanic community leads that growth and has now to multicultural consumers. Philanthropist and entrepreneur
surpassed African-Americans as the largest multicultural Russell Simmons co-founded RushCard introducing an
community. Though the two groups represent two different innovative financial tool designed to give underserved
cultures, together they embody the largest and most and unbanked communities access to traditional financial
powerful minorities in the country. When we look around, services. For the past 5 years, RushCard and Axis have
we observe the influence that multicultural audiences worked together to develop effective PR strategies and
exert in nearly every aspect of American life including media campaigns that resonate with the card’s largely
food, politics, music fashion and entertainment, which is African-American audience. Most recently RushCard and
something, companies and general market consumers Axis worked together to create an online community forum,
cannot overlook. Flexyourfreedom.com, that connects users of alternative
banking products, giving them a platform to share relevant
While there are similarities that unify both the African news, tips and financial resources.
American and Hispanic consumer markets, there are also
differences. Education, employment and media continue Beyond sheer population growth and cultural influence,
to be areas where these groups are markedly different. marketing inclusively to the largest minority groups in
For example, the U.S. Census shows that more African- America is the only way to move our global community
Americans have received a high school diploma, yet toward a more inclusive future. Today’s communicator must
Hispanic families are earning more and have more disposal understand the unifying trends and the key differences
income. Additionally, the Hispanic media landscape is between multicultural audiences to effectively help clients
substantially larger than the African-American media speak to them in a way that matters most.
landscape, as Spanish-language television programming
has seen tremendous growth in recent years.
The influence that multicultural audiences exert in nearly
every aspect of American life is something companies and
general market consumers cannot overlook.
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Media News:
Bilingual & Bicultural
Upfronts 2011 for Brands
What it Means
Language is a tremendously powerful component of our cultural construct, one that
alongside other key cultural markers plays a crucial role in defining our collective identity.
So it’s no surprise that when it comes to communicating to These preferences clearly paint a picture of bilingual,
the U.S. Hispanic market, many brands still hold on to the bicultural U.S. Hispanics that are consuming media in
belief that by virtue of simply being in Spanish, a campaign both languages, and broadcasters have certainly picked
will automatically resonate with the U.S. Hispanic audience up on this. The Máximo Report recently revealed that
and achieve the intended communications goals. nearly 50% of New Generation Latinos (a term commonly
used to define young, first generation Hispanics) seek more
But what is really going on among the U.S. Hispanic market bilingual/bicultural programming and over 30% look for
in terms of language preference when consuming media? ‘mainstream’ English-only content. Hispanics hunger for
more bilingual, bicultural programming, specifically content
The latest U.S. Census data showed beyond a shadow where “they are the star,” “their lives, entertainment interests
of a doubt that U.S. Hispanics are a consumer force to and issues are authentically represented,” and “their
be reckoned with: more than 50 million strong and with American and Latino sides meet.”
a spending power estimated at $1.2 trillion for 2011.
Undoubtedly a figure every brand should clearly have We are currently witnessing the birth and evolution of a new
top-of-mind. What’s not yet too clear for many brands is bilingual television format taking hold. New (and relatively
how to invest their media buying and marketing dollars to new) channels like MTV Tr3s, Mun2 and NuVo cater to the
effectively reach U.S. Hispanics. Are brands missing their bilingual, bicultural Hispanic and they do so in both English
mark with Spanish-only campaigns? and Spanish. Is this indicative of the demise of the “old
guard” all-Spanish Univision and Telemundo networks?
To answer this we need to examine current media Not in the least, these networks continue to increase their
consumption preferences. According to research firm ratings with spectacular results, often displacing general
Mintel International’s 2011 Hispanic Media Consumption market networks, particularly in the novelas and sports
report, 75% of Hispanics regularly watch English-language segments. In the third quarter of 2010 Univision had the
television programs. At the same time, 61% of Hispanics second highest age 18-34 ratings of all broadcast networks.
regularly watch Spanish-language television. Consumption
of print and online media is more segmented (reflective of So what does this means for brands? For brands with
the differences between Hispanics who speak the language vision and a deep understanding of the U.S. Hispanic
versus read the language); and, according to a recent culture, the U.S. Hispanic media consumption patterns we
Ipsos U.S. Hispanic Omnibus Study, Hispanics’ radio are witnessing today translate into a wealth of opportunity.
preferences are almost evenly split, with 49% listening to As marketers continue their journey to understand the
English radio and 45% listening to Spanish language radio. market they must deepen their knowledge on how
Hispanics express their “Latinicity” beyond language,
and understand their unique habits and interests.
14

Nearly
50%
of New Generation Latinos seek more
bilingual/bicultural programming.
15

According to the
2010 U.S. Census,
there are almost
32 Million
Mexican-origin Hispanics
in the U.S. that account
for 10.3% of the entire
U.S. population.
16

Reaching Mexicans in the
U.S.—The Facts Behind it
Marketing to Mexicans who live in the U.S. is not easy, especially if you have
the mindset of a Mexican company whose operations have not crossed the
northern border. There are significant differences between the ways brands
target Mexicans who reside here (U.S.), as opposed to the strategies that are
used to target Mexicans who live in their native country.
MOTIVATIONS develop an effective targeted campaign, it is imperative
According to the 2010 U.S. Census, there are almost 32 for companies to consider the age of the audience. Yet,
million Mexican-origin Hispanics in the U.S. that account companies should always keep in mind that in addition to
for 10.3% of the entire U.S. population and 65.5% of the the language, cultural relevance plays a major role.
U.S. Hispanic market. The main reason Mexicans immigrate
to the U.S. can be described with two words: American On the contrary, according to Mexico’s Secretary of
Dream. Even though, immigrants arrive here with the desire Public Education, in Mexico only two out of 100 people
of attaining financial security, only 23% of Hispanics feel speak English.
that they have already achieved the American Dream, as
reported in the 2010 MetLife Study of the American Dream. MEDIA
The economic downturn has also had an impact in Mexico A survey by the National Opinion Research Center in
and, thus, job security is also a priority. However, Mexican 2010, found that Hispanics are heavy users of electronic
immigrants are more strongly motivated by employment media and light users of print media. Moreover, the
needs, compared to those who live in Mexico, since their Simmons study shows that 87% of Mexican Hispanics
main goal is to succeed in this nation and secure a better spent some time watching TV each week and 77%
life for their families. listening to the radio. In contrast, newspaper and
magazine usage numbers are significantly lower,
LANGUAGE accounting for 51% and 57%, respectively.
The different acculturation and language levels of Mexican
Hispanics in the U.S. represent an important challenge A similar trend is seen in Mexico, however, numbers from
for marketers. The 2011 Simmons study shows that 19% a 2009 eMarketer report show that there were more
of Mexican Hispanics prefer to speak only English, 23% people in Mexico who used TV (98.2%) and a smaller
prefer only Spanish and 55% prefer to speak both with proportion of people (58.4%) who listened to the radio.
predominance either for English or Spanish. Since using In terms of print media, there were fewer people who read
the right language is one of the key factors needed to newspapers (33.2%) and magazines (36.4%) in Mexico.
17

The 2010 Latinos and Digital Technology
study by Pew Hispanic Center reports that
69% of U.S. Hispanics are Internet users
with at-home broadband access.
There is also a big difference between paid TV viewership in Mexico have broadband access. By comparing these
numbers among Mexican Hispanics and Mexicans. numbers, you can assume that there are more chances for
According to Simmons, 57% of Mexican Hispanics are brands in the U.S. to reach a larger portion of the audience
cable subscribers and 42% are Satellite subscribers, which of Mexican Americans through online strategies, than for
means that they are also exposed to a great variety of brands in Mexico to reach Mexican consumers.
Hispanic and non-Hispanic channels and advertisements.
In contrast, in Mexico, only 11% of the households are cable Social networks are also widely used among Hispanics in
subscribers meaning they are largely watching programming the U.S., particularly Facebook, which accounts for 13.5
from one of the two leading Mexican TV networks. million U.S. Hispanics users that represent a 70% online
penetration. Latino Facebook users in the U.S. grew
There are 13.5 million 167% and Twitter only 22% in the past year, as reported
by comScore.
U.S. Hispanics on
MOBILE MARKETING
Facebook, a growth of The 2011 Simmons study reports that 87% of U.S.
167% in the past year. Mexicans own a cell phone and that 14% use their phone
to access the Internet. According to Nielsen, smartphone
penetration among U.S. Hispanics is high and 45% of
ONLINE MARKETING Hispanic mobile users have a smartphone. Moreover,
According to the latest Simmons study, in the U.S., 59% 56% of Hispanics who recently bought cell phones
of Mexican-origin Hispanics are online users with Internet chose smartphones.
access at home. In Mexico, there are 40.4 million Internet
users that accounts for only 35.5% of the population, as In Mexico there are 59.1 million (52%) mobile phone users,
reported by eMarketer. Moreover, only 31.2% of households according to eMarketer. A study developed by IAB Mexico
18

and Televisa Interactive found that the use of smartphones 20,000 organizations but only 6,000 are authorized to issue
increased from 10% to 14%, and the smartphone users tax-deductible receipts and, therefore, can give donations.
who use it to connect to the Internet increased from 7% to However, in April 2010 a study developed by Letsheal.org
14%. Even though mobile phone penetration is high, the revealed that in the 16 highest-ranked countries in terms
use of more advanced smartphones in Mexico is still lagging of GDP, including Mexico, consumers prefer brands that
compared to use of smartphones among U.S. Hispanics. implement strategies of social responsibility.
NON-TRADITIONAL ADVERTISING AND MARKETING
According to the SFN World Digital Media Trends report, Companies shouldn’t
in 2012 traditional advertising and marketing in the U.S.
will decrease from 41% to 32% and from 46% to 42%,
ignore that one third of U.S.
respectively. On the contrary, the share of alternative, Hispanics almost always
interactive channels will increase from 13% to 27%.
Experiential and guerrilla marketing, for instance, have choose brands if they come
become important components of Hispanic marketing
campaigns. Mexican-origin Hispanics are now exposed
from companies that support
to non-traditional marketing programs that include word causes they believe in.
of mouth tactics, pop up events, concerts, flash mobs,
urban video projections, giant 3D items and interactive
mobile billboards. Due to the slowly growing domestic market in Mexico, many
companies have reached market saturation and are looking
Yet these trends are not seen in Mexico, where massive at expanding into the United States. The increasing spending
advertising has been king. It’s interesting to note that in power of Mexican-origin Hispanics makes them an appealing
2009, traditional advertising in Mexico accounted for 50% target and, obviously, more Mexican companies are eager to
of the total share, a percentage that is even higher than get a piece of this huge $616 billion pie.
the share this category accounted for in the U.S. in 2002!
According to the latest statistics from the U.S. Department
CORPORATE SOCIAL RESPONSIBILITY PROGRAMS of Commerce, new investment in the U.S. by Mexican
Almost three-fourths of organizations report engaging in companies increased from $3.6 billion in 2005 to almost
sustainable workplace or business practices, according $8 billion in 2008. Mexican companies like Lala, Bimbo,
to a study conducted by the Society for Human Resource Gruma, Corona, Cemex and Famsa have successfully
Management (SHRM.) Another recent study conducted entered the U.S. market by inspiring trust among Mexican-
by Weber Shandwick in partnership with KRC Research, Americans and making them feel at home. In the future,
revealed that the main reason U.S. corporations undertake we can expect more Mexican companies to follow this
in these activities is to have an impact on critical issues. trend and take full advantage of their brand recognition
Moreover, companies shouldn’t ignore that one third of among Mexican immigrants and move into the U.S. This
U.S. Hispanics almost always choose brands if they strength, along with the development of targeted marketing
come from companies that support causes they believe campaigns based on culture, language and lifestyle,
in, according to results from the Yankelovich MONITOR represents invaluable opportunities for newcomers.
Multicultural Study 2010.
Although CSR is a key component in U.S. companies’
strategic plans, in Mexico this is not the case. According
to CEMEFI, the organization that promotes philanthropy
and corporate social responsibility in Mexico, there are
19

Media News:
Media News:
Upfronts 2011
Upfronts 2011
Recently, broadcast networks unveiled their upcoming 2011-2012 programming.
What’s the biggest news coming from the Hispanic upfronts? Univision’s launch
of three new networks — 24/7, TLNovelas and Univision Deportes.
OTHER PROGRAMMING HIGHLIGHTS:
U.S.-based dramas are the new programming trend and includes Telefutura’s
MIA and La Mariposa, Telemundo’s Fisico o Quimica and Mun2’s RPM2
Telenovelas that will very soon be getting record audience ratings include
Univision’s Dos Hogares and Talisman and Telemundo’s Amor de Película
and Una Maid en Manhattan
New series to watch include Galavision’s Kdabra and Telefutura’s El Capo
and La Mariposa
Reality shows to catch include Univision’s Sí Se Puede, Galavision’s Prime
Gourmet — El Reto, Mun2’s El Mas Ching*n and Tr3s’ Quiero Mi Baby
Nights will be more fun with Telefutura’s Noche de Perros and Telemundo’s
two-hour variety show with Cristina Saralegui (the Hispanic Oprah)
In sports, Telemundo announced a partnership with the NFL and will air the
Summer Olympics and Fox Sports will continue to air its new original shows —
Crónica, Crónica + and Sin Códigos
Awards season got more exciting with Univision’s Premios Univision and
Telemundo’s multi-year agreement to air the Billboard Latin Music Awards
and the new Premios Billboard de la Música Regional Mexicana
The biggest news in the Hispanic upfront?
Univision’s launch of three new networks —
24/7, TLNovelas and Univision Deportes.
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21

Month Day Year of birth
ome, or
re else
most
NOTE: Please answer BOTH Questions 7 and 8.
— 7. Is Person 1 Spanish/Hispanic/Latino? Mark the "No"
box if not Spanish /Hispanic /Latino.
No, not Spanish / Hispanic / Latino Yes, Puerto Rican
a
Yes, Mexican, Mexican Am., Chicano Yes, Cuban
and Yes, other Spanish / Hispanic / Latino — Print group.
8. What is Person 1’s race? Mark one or more races to
indicate what this person considers himself/herself to be.
each
mobile
people
TheWhite African Am., or Negro
Infamous Question #7
Black,
his American Indian or Alaska
“You are not Spanish/Hispanic/Latino! Native -No, Print name of in Argentina but our culture tribe.
— I wasn’t! I was born enrolled or principal
e is no You have Ukrainian, Polish, Romanian
doesn’t have anything to do with the Latin culture!
staying and Swedish blood pumping through
-Really?
-Oh, come on, Sebastián. You can’t be serious.
n 1. your veins! And let’s not forget that
I will never, ever consider myself Latino. You know why?
Because whenever you write that you are Latino, a red
you are half Jewish,” light goes off in people’s minds and they immediately
low. Asian Indian Japanese
Martín scoffed at Sebastián one cold and rainy night while
Native Hawaiian
start thinking that you’re Mexican.
-I can’t believe you are saying that in this day and
Chinese Korean
they were having dinner at an overhyped, overpriced Tapas
bar in Los Angeles.
Guamanian or Chamorro
age people still lump all Latinos together and assume
we are all Mexicans.
Filipino Vietnamese
“You are Argentine, and as far as I know, the fact that
you were born in Argentina does not make you Latino.
Samoan
-I can’t believe you consider yourself Latino.
-Oh, yes. And I quite like being part of the fastest
Other Asian — Print race.
Look at your skin, for heaven’s sake. You are white. You are
Caucasian! Why on Earth would you tell the government you
Other Pacific Islander — Print race.
growing minority in America.
-Why? Why do you like it?
are Latino? ” Martín added.
MI -Question number 7.
-Because I like who I am. I like my background, my
culture and my values. And I’m certainly captivated by this
-Was that the number of the question on the exciting, multicultural movement. That’s the truth. And let’s
Census Form? be honest. The only thing “Caucasian” you have going is
-I’m sorry to ask you this, but do you know what your infatuation with Vodka, or as a real Caucasian would
Caucasian means?
Some other race — Print race.
-Of course! White people. All the white people here
say it, “Wodka.”
-So, you’re saying that I’m Latino?
in the U.S. call themselves Caucasian, don’t they? -Yes. Loud and clear.
-That is not technically correct. The term Caucasian -Wow. Let me think about that and I’ll get back to you.
only applies to someone originating from the Caucasus -Take your time, man.
region – Russia, Armenia, Georgia or Azerbaijan are
Caucasian countries. I was not born there, nor do I It took Martín ten months to talk to his half-brother again. But
have any blood ties with them. I was born in Argentina, the night of their reunion, Sebastián heard Martín tell some
If more people live here, continue with Person 2.
a Latin American country, and I was raised in Latino
Culture. So were you!!!!
hot Armenian girls that were sitting across their table, that
both he and Sebastián were the new Latin lovers in town.
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CONTACT
Armando Azarloza
President
Axis
8687 Melrose Ave., 9th Fl.
Los Angeles, CA 90069
aazarloza@theaxisagency.com
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www.theaxisagency.com
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