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By Denny Alfonso • 10 Enero 2024 • 4 min read •
Ivy Liu
Get the latest scoop on Digiday’s elaborate coverage of the Consumer Electronics Show (CES) in Las Vegas. More from the series →
Many consider AI to be the prevailing theme at CES 2024, however, there is ample room to navigate other important focuses that the fair brings, such as the opportunity that the diversity of audiences represents.
In this particular regard, TelevisaUnivision and Forbes have taken on the task of joining forces to convey the message of the relevance of “Cultural Connections” in an event organized this Wednesday, January 10 in the framework of CES, aiming to give brands and agencies a clear understanding of the Hispanic market and how the Latino consumer will impact business.
We spoke with Steven Wolfe Pereira, who recently returned to TelevisaUnivision in his new role as EVP Chief Client Officer, to understand the dynamics of how Latin culture permeates all aspects of American life.
Why is it imperative for Latin brands to participate in the CES fair and what led TelevisaUnivision to organize an event at the same?
CES is the launch event for the industry and all sectors of marketing, advertising, media, entertainment, and technology are here. In addition to what happens at CES, it’s the “conference within a conference” and CMOs and their teams meet with their key agencies and partners. I’ve been coming here for 20 years, and it’s amazing to see how few Latin brands show up to represent and be part of the conversation. So now that I’m back at TelevisaUnivision, it was essential for us to present and take a leadership role.
The topic of diversity and inclusion has gained momentum this year, and the ‘Cultural Connections’ event seems to be the only one focused on the Latin community. What is this initiative about and what are its objectives?
While diversity and inclusion have gained strength in recent years at the CES, very little attention has been paid to the Latino perspective. For me, 2024 will be a decisive year for Latinos as we continue to drive content, commerce, and culture. Latinos make up over 20% of the US population, 30% of Generation Z, and in many states nearly 50% of babies are Latinos; we are too large of a community to ignore now. Therefore, it seemed the right time and place to start a conversation about “Cultural Connections” to help brands and agencies understand Latinos, “culture,” and how culture drives behavior.
For this event in the framework of CES, TelevisaUnivision has partnered with Forbes magazine. Do we expect to see more Anglo-Saxon publications giving special focus to multicultural efforts?