An interview with Beatriz Acevedo

Beatriz Acevedo is the co-founder and President of mitú, a leading social media company that develops empirically based, culturally relevant content, connecting with more than 90 million consumers per month in the USA. This interview with Beatriz Acevedo reveals mitú’s approach in targeting bilingual consumers based on a bidimensional identity scale, which drives engagement in social media. Contrary to popular belief, mitú’s culturally-driven approach does not alienate non-Hispanics or non-multicultural consumers, suggesting that cultural insights resonate across consumers. This finding has significant marketing implications for brands in a country that is increasingly multicultural.