Javier Farfán of Verizon: We have to redirect our organizational model to cultural mobility

For Javier Farfán, Verizon’s VP of Cultural Engagement, segmented marketing shouldn’t be only based on the different ethnicities that coexist in the U.S., but it must be a lifestyle. Companies must go through an internal conversion into Total Market. “If we’re successful in structuring organizations aiming to cultural competitiveness, business units versus multicultural units will lead the way” Farfán said. “What this means is that those organizations that worked towards internalizing multiculturality –which is the actual reality of Hispanic market- will be the ones leading the market” he said at the 17th annual ANA Multicultural Marketing & Diversity Conference. Compromise and cultural mobility are the measuring variables of the brand. “Strategy, organization, scale and target are the keys for Total Market conversion” he concluded.