Abstract:

This paper focuses on a project carried out for Procter & Gamble by marketing semiotics agency Space Doctors to develop a new model of the acculturation process in the U.S. Hispanic market. The U.S. Hispanic culture today embodies a shift towards more complex and diverse patterns of acculturation. The paper addresses emerging markets and cultures, and understanding and forecasting trends in markets and demographics to target new and emerging segments in ways that are timely and relevant.