Welcome to Provoke Weekly. A digital publication from Dieste to help keep you current with the cultural trends and marketing developments that matter most. With inspirational nuggets that will provoke better insights, ideas and results.

A Curated Portrait of the
New Immigrant

It’s nothing we haven’t heard before, but it is always refreshing to have new examples to refer to when talking about Latinos today. The current demographic shifts, mostly fueled by the high Hispanic birthrate complemented by a new class of immigrants, continue to redefine the portrait of Latinos in the US. As a result, marketers are having to rethink how we speak and engage with Latinos and reassess the top-of-mind imagery when we hear the word immigrant.
We need to challenge ourselves to identify and play up forward-looking values applicable to today’s Latinos. Values such as freedom and self-actualization stand out more now, rather than the tried-and-true heritage and tradition themes, which by now are easily spotted on most Hispanic marketing efforts.
Gabriela González, Sr. Strategic Planner

Migrant Worker 
Turned Neurosurgeon

Dr. Alfredo Quinones-Hinojosa shares his new definition of the American Dream.

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A Portrait of a New 
Class of Immigrants

An article by Alfredo Corchado, Mexico bureau chief for the Dallas Morning News, chronicles the new reality of Mexican’s upper class living in the US.   

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Welcome Dayton – 
City Growth Strategy

Ohio is courting immigrants as their main strategy to rebuild one of its cities and fuel growth.

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From Janitor to VP – 
Richard Montañez

If you happened to attend last week’s Hispanic Retail 360 you probably were one of the lucky ones to hear Richard Montañez's “Latino Journey.”

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