No longer is it enough to launch marketing plans where the assumption is that the P&L will be achieved by targeting the general marketplace (in English). Brands will not achieve any long term (or perpetual) growth unless the multicultural, especially Hispanic, target is part of the marketing plan.
Minorities now number 120 million people in the U.S. vs. 198 million for non-minority whites (source: Nielsen, 2016).
Moreover, Hispanics will contribute 52% of the total growth of the U.S. from 2015-2020. Other non-Hispanic minorities will contribute another 40% and non-minority whites only 8%.