02/21/2013 08:50 am ET

More Latinos Consider Themselves Bicultural

With more than half the population of many U.S. cities who are multicultural and Hispanics comprising more and more of the U.S. population, when does it become meaningless and redundant to execute marketing strategy that is directed to a general market and a Latino market perceived to be homogenous?

Multicultural creative agency LatinWorks and consumer research consultancy EthniFacts say in a new study that such a view is far too simplistic with regard to Latino self-definition, and doesn't take into account the extent to which the so-called general market comprises a large population of Hispanic consumers who consider themselves American, or both American and Latino.

Read more on MediaPost