What can we learn from the recent demonstrations on the immigration policy reforms? It doesn't matter where you stand on the issue, one thing that is important is the learnings that we can derive from them.

You often hear that Latinos are all about family. Everywhere we go we take Granma, Uncle Jose, the neighbor and even the dog, the cat and the parrot (obviously this is an exageration that I'm allow to make because I'm Latino). But, what does that mean? For marketing purposes, it means that Latinos have a group perspective, a community perspective, where the "we" is more important than the "I". It is fascinating to me that some indigenous languages in Latin America don't have a word for "I", since the individual is not important. The only thing that matters is the community.

When the Latino community feels a threat it comes together in a way that we don't usually see. That happened years ago in California with Proposition 187, and it is happening again with the recent immigration reforms.

In my point of view, this is one of the cultural characteristics that make Latinos unique and one of the reasons why organizations need to understand this community before creating communication strategies to attract them. It is all about the community. ..