Best of 2014: Jose Valderrama of Hispanic Group: The 2014 was a year of progress for the Hispanic market

Jose Luis Valderrama, president and CEO of Hispanic Group, spoke with PRODU in relation to the balance of 2014 that for the company was a year of evolution; because according to Hispanic Group, the Hispanic market in the US seems to be a segment that should no longer be associated with the term “migrant”. Currently, Hispanics are represented by the children of immigrants, meaning they are citizens of the country up to 70%.”When in the month of May Hispanics were a majority in the state of California, we became a general market, culturally, and the same is happening in Miami and elsewhere in the country,” Valderrama said to PRODU.For the executive, the US culture adapts more and more to the Hispanic population. It is not that one in four is Hispanic, but the other three like spicy foods each day, dance Latino music or entertain with actresses like Sofia Vergara. Proof of this is the large presence of Super Bowl commercials that are bicultural and even bilingual. Exactly one year ago, ie in 2013, Valderrama said the Hispanic influence would bring an intertransculturization that means the culture of cities would be changing. And certainly this has been proven after the receptivity that had the American people with Hispanics.”The millennials are a generation that thinks differently to those of previous generations,” Valderrama said.