“Digital Sherpas” - Bilingual Hispanics Are Gatekeepers of the Digital Ecosystem

Bilingual and bicultural, most second-generation Hispanics (and those who immigrated early in life) must navigate the nuances of both American and Latino ways of life. Often the only English speaking members of their families, they are the interface of their family’s online purchasing decisions and digital transactions.

This week Maria Twena, Global Head of Consumer Acts at 9th Wonder Agency, talks with us about the “bi-directional toggle”, and how the behavior of bilingual consumers can be used to guide more comprehensive marketing and branding strategies.