During the US-Spain Council Forum, Dr. Salomon Melgen, Chairman of the Board of VOXXI, highlighted that there couldn’t be a more important time to strengthen the relationship between the United States and Spain.
“We have a unique opportunity both to bolster our political and commercial relations and promote and improve Spain’s image in the United States”, he said.
Dr. Melgen added that for centuries Spain has shaped the economic, social and cultural development of the United States and played a pivotal role in the establishment and growth of the vibrant American Latino community.
“America has been enriched by Spain’s culture and legacy. American Hispanics celebrate this heritage, and as the largest and fastest growing demographic, we are strongly committed to our country, America, but also maintain strong ties to our roots”, he said.
Hispanic America opens up a massive market not only for corporate America but also for corporate Spain, as Latinos are a primary driver of economic growth and the gateway to the U.S. market.
Today, about one in six Americans is of Hispanic descent. Hispanic purchasing power is estimated to reach as much as $1.3 trillion by 2015. And measured in purchasing power, the U.S. Hispanic market would be one of the top twenty economies in the world.
Technology and innovation are key drivers of this growth and American Hispanics, many of them young, are avid technology users–both social and mobile–and are poised to become pioneers in setting new media trends.
It’s not in the future any longer: today Latinos are shaping the economic and political landscape in the US.
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Yet, despite the numbers, from main street to Wall Street to Hollywood, the mainstream media continues to misrepresent and stereotype Latinos.
American Latinos will flex their muscle and exercise their political, social and economic clout in order to shape policy, politics and economics in this country – in this election year and beyond.
VOXXI, the Hispanic voice of the XXI century, produces, distributes and integrates multimedia content–in English–utilizing state of the art social media, with a focus on the American Hispanic population and market.
With powerful news media on their side, Latinos can access the main influencers of this nation: corporate, political and cultural. With VOXXI at its side, companies and other organizations from the US and Spain can reach this market in the four corners of our great country.
Since our content is in English we are able to reach American public opinion and consumers directly. We present the Latino communities without stereotypes and putting in full display the economic, political and cultural likes and interests of all hispanics.
Now, allow me to suggest that like corporate America can reach the Latino community through VOXXI, Spain also can use VOXXI to introduce and improve the branding of its oustanding country and promote its companies and products.
Stereotypes not only about Latin America but also about Spain are pervasive in American public opinion and the mainstream media.