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Off The Shelf

Mar 16, 2021

Future growth will require that all corporations undergo… The Big Shift. The convergence of a changing demography, new technologies and a fragmented media ecosystem has transformed marketing as we know it, yet marketing to Latinos continues to lag significantly, bound by an outdated paradigm and a total market strategy that has failed to address an increasingly diverse marketplace.

Join The Conference Board Chief Marketing Officer Chiqui Cartagena as she sits down with Dr. Jake Beniflah, Marketing & Communications Senior Fellow at The Conference Board and Executive Director of the Center for Multicultural Science, to discuss his new book, The Big Shift: Redefining Marketing in a Multicultural America. This book proposes the unpopular – namely that, in order to thrive, organizations must place multicultural consumers front and center of mainstream marketing and right size the traditional cultural silo.