In this exclusive piece, Aleena Astorga Roeschley, senior project manager and multicultural expert at Communicus, Inc., discusses Latinos’ perspectives on corporate philanthropy.
Many brand marketers have developed corporate responsibility programs where they team up with consumers to help those in need–General Mills’ Box Tops for Education, for example, is one of the longest running and most visible initiatives. But while Hispanic consumers are generous and philanthropic by nature, it is worth questioning how well these type programs can engage them.
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