San Francisco - Award-winning consultancy and communications firm Saatchi & Saatchi S has released a white paper that uncovers the untapped potential of the U.S. Latino market in sustainable business. The report, The Myth of the Sleeping Giant: Why Latinos are the Fastest Growing Segment the Sustainability Industry has (N)ever Seen, is grounded in research and provides insights to help businesses better understand the Latino consumer.
"The recent presidential election was an acute demonstration of how influential the Latino population is, and will increasingly be, in the United States," said Annie Longsworth, CEO of Saatchi & Saatchi S. "Using this research as our guide, we want to ensure brands that are leading in sustainability and sustainable product development realize the significant buying power of this demographic."
Earlier this year, Saatchi & Saatchi S released a white paper on lessons for corporate sustainability from India, a report that celebrates the lessons that Indian businesses are implementing to build rapidly growing sustainable enterprises.
"Latinos are the fastest-growing demographic in this nation, yet few companies are reaching out to this group in their sustainability initiatives," said Nayelli Gonzalez, report author and Senior Strategist, Saatchi & Saatchi S. "As our recent presidential election has shown, Latinos are not sleeping giants. This group is awake and ready to be engaged. We hope this report will inspire companies to start to talk about how to engage Latinos and other diverse groups in their sustainability campaigns, and also turn those ideas into action."
View the report at http://www.saatchis.com/wp-content/uploads/2012/05/Saatchi-S_Latinos-and-Sustainability_2012.pdf
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