Roberto Siewczynski, VP sénior y director de grupo de Epsilon
Roberto Siewczynski, SVP, Group Director at Epsilon -an Irving-based data-driven marketing firm- wrote an article in MediaPost where he examines how the election of Donald Trump will impact the Hispanic marketing communications business. He thinks this certainly will have implications, and he mentioned three. The first is regarding to what he calls “Ignoring the sleeping giant: Minus.” He explained that minorities weren’t the deciding factor in electing the U.S. new President, as it was expected. “The question now is whether brands and clients will shift their mindset from believing that the multicultural consumer is as important as they used to believe it was” he wrote. The second implication is that with Trump Latinos will have more disposable income, because the new administration is encouraging companies to keep jobs in America and this will augment the positive impact on the blue-collar Latino worker. “Given that they spend versus save, when compared to the general population, this may encourage Hispanic consumptions of goods and services.” And the third has to do with immigration. Despite all the talk about the impact President Trump’s immigration policies and actions will have in the Hispanic community, Siewczynski believes that Latinos will be tuned into their media outlets more than ever. “Economic forces are stronger than political or legal forces, and a stronger U.S. economy coupled with a weaker Mexican economy will continue to drive immigration. My bet is that a stronger construction- and labor-based economy will drive a growth in undocumented immigration. After all, we live in a capitalist economy” he concluded.
