Savvy marketers know that you cannot simply transfer directly to diverse consumers the concepts or marketing strategies that work with the general market. Many factors — historical, contextual, cultural, demographic, financial — place these consumers in a different category.

It takes precision, insight and experience to design for culturally and ethnically diverse consumers. Because ethnic identity is a perpetually controversial issue, the question of how to effectively and respectfully address consumers is one that many marketers are asking themselves.

To get the conversation started, here are some campaigns produced by Hispanidad: