Gerald Johnson y Luis Rosero
The responsible social action is a practice in which big and medium corporations have ventured, and in the Hispanic market is a proven method to build a solid bridge for approaching the Latino community. Following this premise, Hispanicize brought together two great corporations, Toyota and Prudential Financial, and with the Heart American Society they explained their socially responsible actions. Luis Rosero, Business Strategy Group Director at Toyota said that sponsoring activities that promote Hispanic community empowerment is a way for companies to exercise their social responsibility. “Its not only about signing a check for monthly donations, is a whole attitude that the company has in its DNA, where values are shares, needs are understood and tangible solutions are offered.” Toyota funds researches about more safety and fuel consumption reductions to benefit the environment. “Lets go together is not only a campaign slogan, it’s Toyotas attitude which the Hispanic Market is grateful for and that connects us with them.” Reina Deida, Director of the office of Corporate Social Responsibility at Prudential Financial said the social responsibility should be done by developing significant actions. Gerald Johnson, VP Marketing at the Heart American Society added that “funding health research and developing education campaigns is an insuperable way to exercise social responsibility and to enchant the Hispanic market.”
