Cultura Ambidextrous: The Acculturation of a New America


Latinos in the U.S. live in and inhabit your non-Latino world on a day-to-day basis. However, it’s unlikely that you inhabit or live in their world.


Latinos can live in two worlds simultaneously, adeptly going from one to another, depending upon their comfort zone. This is even more so the case with millennials.


So, how do you break through and engage with them?


Joe Ray, Vice President of Multicultural Strategy at a major marketing agency in Phoenix, will lead this insightful presentation and discussion that will be punctuated with humor and provide participants the opportunity to consider how to effectively communicate and engage with Latino audiences in the U.S. in any language, Spanglish included.


Whether creating content, developing a campaign, or doing community outreach, cultural understanding is key to understanding cultural ambidexterity. This presentation will offer insights, suggestions and clarity, as well as what works/doesn't work with humor.


Key Takeaways:

• Cultural ambidexterity; what is it?


• A look at Spanglish; el bad boy de linguistics.


• Code switching; more than the alternating of languages, and why it’s important.


• Humor as an inspiration for message development