HispanicTrending

March 30, 2015
By Carlos Valenzuela

I walked the aisles and classrooms of ABS 2015, feeling proud of the number of Latino professional participating —including emerging Latino beauty companies and executives. How could I tell? I made my rounds with TV hairdresser star, Leo Rocco, continuously posing for selfies with adoring Latinas.

The fact that your business harbors no ill will, maybe even loves Latinos, is not enough to make them come and play. You must transmit sincere welcome signals and really put your pesos where your heart is.

We Latinos talk with our feet. We won’t say no to your face, we just listen, then walk away and never come back. On the other hand, if something becomes desirable, we follow like soldier ants to the anthill. When sincerity is sustained, the host’s next step is to hold steady and wait. It’s not a case of if you build it, they will come, more if you mean it, they will listen.

About fifteen years ago, Cosmetologists Chicago, Paul Dykstra, Vi Nelson, and yours truly set out to do just that—truly reach out to Latino salon professionals by creating Cosmetólogos Latinos, offering a true seat at the table with monthly classes in Spanish, translations to literature and ads, a yearly Christmas Posada, an annual America’s Latino Beauty Congress, which took place three years in a row. Still today, I am asked when the next Latino Congress is happening.

From the onset our goal was not one of selling a product, but one of inclusion, which is what an emerging market really desires. We envisioned a place where nobody is treated differently, because everyone enjoys the same acceptance. I saw this genuinely taking place at ABS 2015.

True, we were greatly benefited by ever-changing demographics. Today, we deal with second and third generation Latinos, who see no need for a specialized approach because they identify more with English and being American than foreign. The number of Latino salon professionals who do not understand English is small; this was not the case in 2000,

I rode back from ABS to my downtown hotel with a warm feeling in my heart. Perhaps equality and inclusion is just a matter of time, of letting things play out, and eventually, we might all be on an even playing field. Still, most of the companies that remain relevant today saw the need to push the envelope way back when nobody else did. Furthermore, who can wait around for that future great society? Who is blind to the benefits of multiculturalism? You need to do your best for equality on all fronts from the very moment you are reading this.

Congratulations, Cosmetologists Chicago and Cosmetólogos Latinos for holding steady and becoming a shinning beacon of inclusion. El futuro está a sus pies.

Source: Modern Salon

March 30, 2015
By Matt A. Barreto

Across the board voter turnout was down in 2014. In 2010 about 91 million votes were cast and turnout among the voting eligible population was 41.8 percent. Four years later only 81 million peopled voted for a turnout rate of 35.9 percent according to data collected by Professor Michael McDonald. Looking at Democratic losses in states such as Colorado, Florida and Illinois, some observers questioned whether Latino turnout in particular was even lower. While not all 50 states have data available on official validated vote in 2014 yet, most states have now reported vote history and we can assess what happened in the 2014 midterms.

One concern raised in 2014 was whether or not Latino voters felt connected to the candidates, whether they were enthusiastic about turning out, and whether or not targeted mobilization efforts were even present. By looking at official turnout statistics we can shine some light on these concerns and questions. L2 Voter Mapping provides detailed data on the number of registered voters, and votes cast in November 2014 with estimates by race and ethnicity. The L2 database identifying Latino voters is extremely reliable, as Latino Decisions has validated in previous surveys and research.

While turnout was generally low in 2014, among Latino registered voters it was even lower. For example, Latino turnout in Florida was only 36.5 percent compared to 50.5 percent statewide. In 2010, Census data suggest the Latino turnout rate was roughly equal to non-Latino turnout in Florida. In 2014, there was a significant decline in Latino turnout in Florida. In fact, if Latino turnout rate had been equivalent to the statewide average–as it was in 2010–an additional 276,000 Latino votes would have been cast. Given the Florida Governor's election was decided by just 64,000 votes, those additional 276,000 Latino votes could have proved critical.




In Colorado a similar story unfolded where the U.S. Senate election was decided by about 40,000 votes. Latino turnout was 54.8 percent compared to 71.3 percent statewide among active registered voters in 2014. Had Latino turnout been equivalent to the statewide average about 52,000 additional Latino votes would have been cast.

Across each state for which official vote history data is available in 2014, Latino turnout among those registered was significantly lower than the statewide average. In some places we found a 5-point gap, in other states the turnout gap was over 20 points. In some states with few competitive elections such as California, turnout was exceptionally low, at only 29.7 percent among registered Latinos. Likewise, Nevada witnessed only 31.0 percent turnout among Latinos in 2014 when 2010 and 2012 had reported dramatically higher voter turnout among Nevada Latinos.

Part of the drop off in Latino turnout points to a lack of competitive statewide elections. In other instances it points to a lack of effort in mobilizing and connecting with the Latino electorate. Rather than blame Latino voters–Why was your turnout so low? Don't you care who wins?–we should think about how well the candidates for office in 2014, did or did not make their case to Latino voters.

Few Americans will rush to the polling booth if they don't think the candidates care about their community or issues important to them. Or if they don't see much differentiation between the two options. This is not to say that no 2014 candidates cared about Latinos, certainly many did; or that there were not stark differences between their issues, certainly there were. Rather, the data here suggest that candidates in 2014 did not do a good enough job convincing Latino voters that they truly cared, or that they would stand for their issues.

Source: Huffington Post

March 30, 2015
Via PR Newswire

The Hispanic Scholarship Fund (HSF), the nation's largest not-for-profit supporting Hispanic American higher education, today announced the addition of Chief Sustainability Officer of The Coca-Cola Company, Bea Perez, to its Board of Directors, effective immediately.  She is the first leader in the field of sustainability to have served on HSF's board.

In her role at Coca-Cola, Ms. Perez is helping the Coca-Cola system achieve its goals of economically empowering 5 million women, replenishing 100% of the water it uses, and supporting community well-being. She is also leading Coca-Cola's efforts to integrate sustainability deeper and more broadly, throughout its operations.  

Ms. Perez has been recognized for her business success and sustainability leadership. She is a member of the American Advertising Hall of Achievement and the Sports Business Journal's Hall of Fame. In 2014, Hispanic Executive magazine included her in its list of Top 10 Leaders, and she was named as one of the 10 Most Powerful Women in Sustainability by Green Building & Design magazine. She has been featured as one of the 25 Most Powerful Latinas on CNN En Espanol and in People en Espanol.

"I am proud and honored to serve this important organization and further support its mission," said Ms. Perez. "By advancing higher education for Latino students, the Hispanic Scholarship Fund is empowering current and future generations, and unleashing an enormous surge of talent and know-how that we need for the sustainability of our nation and the world.  Being a first-generation Latina, I understand the value and opportunity higher education can bring to the thousands of deserving, hard-working HSF beneficiaries. Serving on this board is an incredibly fulfilling extension of my life's work."  

"We are thrilled to have Bea Perez join our Board of Directors. Her leadership and experience will be invaluable – all the more so, because of the expertise in sustainability she brings to the table.  Sustainability is a top priority for HSF, in our operations, as well as being a mindset we seek to promote in everything we do, as we serve Latino students and their families, nationwide," said Fidel A. Vargas, President & CEO, Hispanic Scholarship Fund. "We have enjoyed a long and fruitful relationship with The Coca-Cola Company for many years, and the start of Bea's tenure as a board member marks an exciting new chapter in our enduring partnership."