Palabras del Embajador Eduardo Medina Mora Presentación del libro “Hispanic Game”
Buenas tardes. Good afternoon.
I would like to welcome you to the Mexican Cultural Institute, the home of Mexico in Washington, DC.
This evening, I am delighted to host the presentation of the book “Hispanic Game”, written by Carlos de Leon de la Riva, Priscila Aramburu Mena and Adelina Vaca Padilla, and published by de la Riva Group.
My good friends Gabriela de la Riva y Carlos de Leon are here tonight and I would like to express my gratitude to them for choosing the Embassy and the Institute to launch the book.
Gabriela and Carlos will guide us through the details of this fine work and you will have time to ask them questions. But first allow me to share some thoughts about the book and its foreseeable impact on businesses, think tanks, non-profit organizations and individuals interested in Hispanics in the United States.
As my quote in the back of the book states, this study combines an out-of-the-box anthropological approach with a new understanding of the Hispanic expression, not only in the cultural sense, but most importantly in the reflection of the enormous potential of this community. It focuses on the human side of immigration, based on qualitative information that helps us get a better grasp of data that is most commonly produced.
Carlos and his team debunk a number of myths about Hispanics in the United States and dig deeply into their interests, beliefs and desires. For instance, the book underscores the pragmatic and rational behavior of Hispanics in dealing with their heritage as well as the new customs they encounter here in this country. The book skillfully overcomes past notions regarding Hispanics’ dual loyalty and lack of integration into American society and the authors invite the reader to analyze the vast complexities and richness of this community.
Moreover, from the experience of living with Hispanic families for 90 days and other research techniques that go beyond traditional interviewing and surveying, the authors of “Hispanic Game” offer a detailed account of first, second and third generation mindsets, and how those perspectives shape the different stages of their lives. They go further by proposing a five-group classification system of Hispanics, depending on their level of integration into the social fabric of this country.
All of their findings provide real food for thought and ideas for further research. Academics and many others will find it extremely interesting and provocative.
Now, allow me to share another “reading” of the book. As you may know, I used to be a businessman and I believe I still have an avid entrepreneurial vision and approach to challenges and opportunities. “Hispanic Game” is, without a doubt, a must-read book for all of those who want to take advantage of the Hispanic market and its growing importance. The book provides a road map for companies and businesspeople to better understand this community and their relationship with brands vis-à-vis their home countries and families. This creative and ever evolving dialogue in the Hispanic community is what the title of the book refers to and is a key component to conquering this market.
However, all of us should be aware that there are neither silver bullets nor magic solutions to figuring out Hispanics. Constant communication and engagement with the community are and will continue to be paramount in order to strengthen the understanding of the now fastest growing demographic group in the United States. At the end of the day, the well-being of Hispanics and their successful integration into this great country will be a positive for all of us.
I commend Gabriela, Carlos and all the team at de la Riva Group that spent hours and hours talking to people and crunching numbers for this fine book. I hope that our friends present today and wider audiences find it as fascinating and useful as I do.