Is Acculturation Really Dead?
We’ve been hearing the death knell for acculturation for the past several years now in the Hispanic marketing world. A large percentage of Fortune 1000 companies, however, still use acculturation as a point of reference for segmentation so as a research company we still see acculturation models regularly.However, a call with an ad agency last week made us do a double take and question, is acculturation really dead? We were discussing a research strategy and mentioned segmenting by acculturation for research purposes and we were stopped dead in our tracks by the statement, “Let me stop you there. All Hispanics are bicultural. All Hispanics speak English. Acculturation is an outdated concept.” …
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