Native American Military Traditions

In articles on as well as the U.S. Army website offer interesting insight into how the “minority of minorities” is an overrepresented contributor to the military..

There seems to be a significant pride in the traditions associated with Native American nations.  One such tradition is the naming of Army Helicopters.  Names such as Apache, Black Hawk, Chinook, Kiowa, Lakota, Creek, Cayuse, Huron and Ute refer to Native American tribes and represent that warrior spirit

After 9/11 Native American service was higher than any other ethnicity (percentage-wise) and there is even a National Native American Veterans Memorial that will be formally dedicated in 2020 to honor the contributions and sacrifice of the community.

To learn more about the memorial and Native American contributions to the military visit:

While the military has specific marketing campaigns that reach out to multicultural segments such as Hispanic, and African American, I was unable to find much in the way of campaigns reaching out to Native American communities.  That being said, one big step is the recognition of the contributions of Native American Veterans will go a long way to carrying on the tradition of Native American service to the country.

Resources for Native Americans and Military Service

Additional Resources:

Alcance Media Group – Multicultural Marketing

U.S. Military - Diversity is Strength

Who is the largest employer in the World?  Who is the largest employer in the United States?  Spoiler alert, it is the same organization.  The U.S. military / Department of Defense has been the world’s largest employer consistently.    A global organization that is as diverse as it is large continues to adapt to changing demographics.  Not only is the make up of the military changing, but this also changes the diversity of the Veteran population.

Profile of America’s Veterans: Following in the changing demographics as well as the size of the military there are some major changes.

  • Female Veteran’s share expected to double to 18%
  • Share of Hispanic Veterans to nearly double to 13%
  • The share of Black Veterans to grow from 12% – 16%
  • Share of Asian Veterans to grow from 2%-3%
  • Overall an expected 40% decrease in the total number of veterans by 2045

Diversity in Today’s Military

The makeup of the United States military just like the country is multicultural.  While the overall size may be smaller than in the past, the military is diverse.  That diversity, may not be exactly equal to the population, but has certainly continued to become more representative.  Whether, tradition, recruiting, or marketing, the military has taken notice.

The U.S. military actively markets to many multicultural communities, especially the Hispanic community.  Hispanic participation in the military has continued to grow along with population trends.  African American participation which has historically been very strong has been more challenging since the Gulf War.  While Hispanic and African American participation is expected to continue being a large portion of the military.  But what about some other multicultural groups such as, Arab, Asian or Native American?

Example of Hispanic (Spanish) focused Marketing Campaign

Other Multicultural Segments

While there is less information available regarding these groups, many represent an interesting heritage that associates them with the military.  While none of these groups may represent a major percentage, there is an interesting story to all.  From the diversity within the Asian community, to military traditions associated with the Native American community to the challenges or finding information regarding Arab-American participations, there are stories in each.  Here are some quick links to resources.

Multicultural Leadership

As one of the largest organizations in the world, the U.S. Military is not only responsible for safety, security and innovations, but offers growth opportunities to men and women across all demographic categories.  Offering education assistance and job opportunities to those who choose to join military service, the military will continue to be one of the largest and most diverse global entities.

Additional Resources:

Alcance Media Group – Multicultural Marketing

Pew Research: The Changing Profile of the U.S. Military

U.S. Military Service of Asians and Pacific Islanders:

Arab-Americans in the United States Military:

Native American Participation in the United States Military:

Soccer and US Hispanics

Soccer and US Hispanics

Inside of the several multicultural audiences in US, nobody knows more about soccer than US Hispanics. And it’s June, the month when one of the most popular events happen: Copa América 2019.

Check the following image out:

Soccer reaches 61% of persons in Hispanic homes (Nielsen). Impressive!

Another interesting fact is that most of the people are young. If we breakdown the soccer’s audience, almost 42% of Hispanic viewers are under the age of 35, compared to 31% of non-Hispanic viewers. Of these young viewers, over a quarter of them are within the key buying demographic (18-34).

Only 31.2% of soccer’s viewership among Hispanics came from persons 35-49.

Even most of the Hispanic families in US speak English and Spanish, particularly and according to Nielsen, 82% of the audience speaks Spanish as their dominant language, from the soccer followers perspective. It’s a lot.

Interesting facts for sure. Specially, because as you can see, every audience has its own particularities and ways to reach them and, these facts demonstrate the point.

Check other related post: Where, when and how: Copa América 2019

Image source:

Haitian Heritage Month

Haitian Heritage Month

Haitian Heritage Month is a nationally recognized month and an opportunity for individuals including Haitians and lovers of the the Haitian culture to celebrate the rich culture, distinctive art, delicious food and learn the traditions of Haiti and its people. The celebration is an expansion of the Haitian Flag Day on May 18th, a major patriotic day celebration in Haiti and the Diaspora created to encourage patriotism.

Haitian Populations

In recent decades, the United States has experienced a significant increase in the number of immigrants from Haiti. While just 5,000 Haitians lived in the United States in 1960, migrants from Haiti began arriving in larger numbers following the collapse of the Jean-Claude Duvalier dictatorship in the late 1980s.

Most Haitian immigrants in the United States arrived before the earthquake and have formed well-established communities in Florida and New York. From 1990 to 2015, the Haitian immigrant population tripled in size (see Figure 1). In 2015, Haitians were the fourth largest group from the Caribbean, after immigrants from Cuba, the Dominican Republic, and Jamaica.

Figure. Haitian Immigrant Population in the United States, 1980-2015

Source: Data from U.S. Census Bureau 2010 and 2015 American Community Surveys (ACS), and 1980, 1990, and 2000 Decennial Census.


Haitians in Florida

The United States Census reports that Florida is home to the largest Haitian population so it comes as no surprise that celebrations in Miami are like nowhere else in the country. We have street festivals, learning sessions, author panels, art ex

hibitions, films, musical concerts and Haitian cultural activities for all to enjoy.

If you want to participate in some of the multiple activities to celebrate this heritage month, we recommend you to visit:

Enjoy it!

Additional Resources:

Alcance Media Group: Political

Marketing to Philipinos

Black History Month

The Library of Congress, National Archives and Records Administration, National Endowment for the Humanities, National Gallery of Art, National Park Service, Smithsonian Institution and United States Holocaust Memorial Museum join in paying tribute to the generations of African Americans who struggled with adversity to achieve full citizenship in American society.

As a Harvard-trained historian, Carter G. Woodson, like W. E. B. Du Bois before him, believed that truth could not be denied and that reason would prevail over prejudice. His hopes to raise awareness of African American’s contributions to civilization was realized when he and the organization he founded, the Association for the Study of Negro Life and History (ASNLH), conceived and announced Negro History Week in 1925. The event was first celebrated during a week in February 1926 that encompassed the birthdays of both Abraham Lincoln and Frederick Douglass. The response was overwhelming: Black history clubs sprang up; teachers demanded materials to instruct their pupils; and progressive whites, not simply white scholars and philanthropists, stepped forward to endorse the effort.

By the time of Woodson’s death in 1950, Negro History Week had become a central part of African American life and substantial progress had been made in bringing more Americans to appreciate the celebration. At mid–century, mayors of cities nationwide issued proclamations noting Negro History Week. The Black Awakening of the 1960s dramatically expanded the consciousness of African Americans about the importance of black history, and the Civil Rights movement focused Americans of all color on the subject of the contributions of African Americans to our history and culture.

The celebration was expanded to a month in 1976, the nation’s bicentennial. President Gerald R. Ford urged Americans to “seize the opportunity to honor the too-often neglected accomplishments of black Americans in every area of endeavor throughout our history.” That year, fifty years after the first celebration, the association held the first African American History Month. By this time, the entire nation had come to recognize the importance of Black history in the drama of the American story. Since then each American president has issued African American History Month proclamations. And the association—now the Association for the Study of African American Life and History (ASALH)—continues to promote the study of Black history all year.

(Excerpt from an essay by Daryl Michael Scott, Howard University, for the Association for the Study of African American Life and History)

Madam C.J. Walker

Almost in every place around the world, it is possible to find entrepreneurs. But also, across the communities and ethnics. Today we would like to reserve an special place to Madam C.J. Walker (Source: National Woman’s History Museum).

Entrepreneur, philanthropist, and activist, Madam C.J. Walker rose from poverty in the South to become one of the wealthiest African American women of her time. She used her position to advocate for the advancement of black Americans and for an end to lynching.

Seeking a way out of poverty, in 1889, Walker moved to St. Louis, Missouri, where her four brothers were barbers. There, she worked as a laundress and cook. She joined the African Methodist Episcopal Church, where she met leading black men and women, whose education and success likewise inspired her. In 1894, she married John Davis, but the marriage was troubled, and the couple later divorced.

Struggling financially, facing hair loss, and feeling the strain of years of physical labor, Walker’s life took a dramatic turn in 1904. That year, she not only began using African American businesswoman Annie Turbo Malone’s “The Great Wonderful Hair Grower,” but she also joined Malone’s team of black women sales agents. A year later, Walker moved to Denver, Colorado, where she married ad-man Charles Joseph Walker, renamed herself “Madam C.J. Walker,” and with $1.25, launched her own line of hair products and straighteners for African American women, “Madam Walker’s Wonderful Hair Grower.”


Walker’s business grew rapidly, with sales exceeding $500,000 in the final year of her life. Her total worth topped $1 million dollars, and included a mansion in Irvington, New York dubbed “Villa Lewaro;” and properties in Harlem, Chicago, Pittsburgh, and St. Louis.

As her wealth increased, so did her philanthropic and political outreach. Walker contributed to the YMCA, covered tuition for six African American students at Tuskegee Institute, and became active in the anti-lynching movement, donating $5,000 to the NAACP’s efforts. Just prior to dying of kidney failure, Walker revised her will, bequeathing two-thirds of future net profits to charity, as well as thousands of dollars to various individuals and schools.

Our congrats to her.

5 Things You Should Know About Chinese New Year

Chinese New Year is celebrated by more than 20% of the world. It’s the most important holiday in China and to Chinese people all over. Here are 5 interesting facts that you probably didn’t know about Chinese New Year.

1. There’s no set date for Chinese New Year

According to the Lunar calendar, the Spring Festival is on January 1st and lasts until the 15th (the full moon). Unlike western holidays such as Thanksgiving or Christmas, when you try to calculate it with the solar (Gregorian) calendar, the date is all over the place.

Chinese New Year ranges from January 21 to February 20. In 2019, it occurs on February 5th. For a full list of dates and events check out our Chinese New Year calendar.

Chinese New Year calendar
Modern Chinese calendars use the Gregorian calendar but include lunar holidays.

The lunar calendar is still really important in China, even though it has officially moved to the Gregorian calendar like the rest of the world. All traditional holidays and days such as the Winter Solstice are celebrated. Some people still calculate their birthdays and ages according to the lunar calendar too!


2. The Spring Festival causes the largest human migration in the world

The most important part of Chinese New Year is the family reunion. Everyone should come back home for the New Year’s Eve dinner.

But since in modern China, most elderly parents live in rural villages while their children work in the cities. The migration back home and to go on vacation is called chunyun (春运), or Spring Migration.

Chinese New Year subway stationEven on normal days, subways to work are jammed pack with people just barely squishing past the door. You can imagine the intensity of the chunyun.

Plus, the earliest you can buy train tickets is 60 days before. It leads to a mad rush of literally fighting for tickets. In 2015, statistics showed that around 1,000 tickets were sold each second.

3. Singles hire fake boy/girlfriends to take home

You know those nosy relatives during Thanksgiving? It’s even worse in China. Especially since having children and passing down the family name is one of the most important parts in Chinese culture.

Some desperate singles resort to hire a fake boyfriend or girlfriend to take home. Those who can’t (or don’t want to) go home can rent themselves out. For some of the other questions though, such as your salary, career or when you want to have kids, can’t be helped.

4. Every year has a zodiac animal

Western horoscopes include 12 zodiacs, one for each month. There are 12 Chinese zodiacs as well, but the animal is for the entire year.

Chinese New Year zodiac animals
They are: Rat, Ox, Tiger, Rabbit, Dragon, Snake, Horse, Goat, Monkey, Rooster, Dog and Pig

2019 is the year of the pig. Some of the animals (such as Rat, Snake, Dog and Pig) aren’t normally well-liked in Chinese culture. But as a zodiac, their positive traits are bestowed on people born that year.

They play a much bigger role than in Western cultures. Your animal can decide your career, health and relationship success. Make sure you find out what zodiac animal you are!


5. You grow 1 year older on the Spring Festival

In China, you have a “real” age (实岁—shí suì) and a “fake” nominal age (虚岁—xū suì). The real age is the one we all know about. You grow one year older on your birthday. The nominal age though, increases with the Spring Festival.

This was the age most people went with until recent times. But it’s still common nowadays, or used interchangeably. If you’re particular about it, make sure you ask!


We also recommend to read About Asian Diversity in US


2019 Diversity Calendar: U.S. multicultural holidays and celebrations.

The challenges of health providers to reach U.S. Hispanic

In all parts of the world, equality is proclaimed, a word that denotes the similarity of rights for one group of people as for another. But if we talk about one of the greatest concerns that every human being can have in his life, such as health, perhaps this term does not fit properly to its definition, but why?

Among the primary needs of the human being is to maintain an adequate state of health, without health, a person is unable to function, to serve, to live. It is for this reason that one of the key points to manage a state is the proper functioning of the health sector.

The health system of the United States is one of the most advanced in the world, the best hospitals and clinics, and well-trained professionals who are in constant learning. However, although we have the best of the best, we know that there is currently a great gap that separates the fact of needing attention in health and obtaining health care, but this gap might become a wall for people of Hispanic origin.

Being located, mostly, to the west of the United States, Hispanics represent the highest percentage of immigrants who are residing in this nation, in a survey conducted in 2016, it was estimated that, in every 5 people in the United States, 1 is Hispanic. So they are active members of a society that suffers the same problems as the natives but do not have access to the same solutions.

The inequalities that exist between Hispanics and Americans in terms of health are rooted in and have different and diverse origins: from the cultural variations faced by each of the immigrants, the status in which they are currently residing in the country, and the difficulties in the economic field that they may have, it is clear that not all of them are conditioned by these variants, but clearly these are factors that influence the majority.

Traditions and cultures influence to the point of directly affecting the nutritional status of Hispanics, as they present a higher percentage of obesity than Americans, studies would be needed to identify if this is due to the ingestion of high-fat foods and/or the lack of exercise, the truth is that obesity alone, is a huge risk factor for other diseases, such as diabetes mellitus and hypertension arteries, diseases that affect the correct regulation of energy in the body and blood , therefore it is not surprising that Hispanics suffer from these conditions in a greater percentage. In addition to this, Hispanics are more likely to be infected with the HIV virus and there are more teenage pregnancies in their population than in another subgroup of the population.

Of course, what has been said above requires greater care and medical attention. However, due to the problems in the status, the fact that not a high percentage of Hispanics does not have the possibility of having health insurance , in addition to not having the economic stability that allows it, leads to this population having serious difficulties in accessing a timely health service, due to the high costs that this represents in addition to misinformation, which puts their quality of life at risk, and all of this, without mention a very frequent problem: the language barrier.

Health providers find these challenges and difficulties to reach the Hispanic population, which, although it is partly due to the same culture, also the high costs and lack of trained personnel in the Spanish language contribute to the cause, leaving a huge void on health care.

What can be done in this case?

Most of the main causes of health problems for Hispanics are related to conditions that can be predicted, the increase of education and prevention could be a key element if you want to decrease the increase of these diseases in this population. Prevention and nutrition programs can be raised and emphasized.

The need to educate the population about how to get medical help is also important since one of the fundamental pillars of health is early detection and early diagnosis, therefore, education programs about appropriate preventive behavior could encourage the population to go more frequently to their health provider.

Technological advances that we enjoy in the first world have their costs, health has high prices, and this perhaps is one of the biggest drawbacks that makes Hispanics not going so often to their health provider.

Is it all about policies that improve the access to the greatest number of people to health services then? It is a great possibility, the fact is that Hispanics have greater difficulties in accessing health services, which should include a governmental concern due to a large number of immigrants in the United States.

Top 5 Travel Destinations for Latin Americans Within the US.

US is a country made of diversity; one can find people from around the world in just one nation, no matter if they are from Europe, Africa, Asia, or Latin America. Such a wide variety in population translates into a plethora of different tastes when it comes to vacations.

Knowing that fact, we are here to present you with the best traveling destinations for those with latino travel habits.
So, sit tight, and read on; you may just find where to spend these upcoming vacations!

What Do Hispanic Travelers Look For?

Latin Americans are known for their strong preference towards their origins; most people from the southern side of the continent are fond of the beaches and tropical landscapes they grew up with.

Since it’s hard to abandon those tastes, many hispanics look for a better version of what they love and thus plan their trips towards the sunny beaches on the coasts of USA.

As such, when it comes to choosing a destination, a strong preference is evidenced towards warm and tropical locations.
However, there’s a significant opposite end of the hispanic market tourism!

There are also many Latin Americans (myself included) who opt to move towards the contraire of what they grew up with!
From that mindset, we also have a significant portion of the hispanic population gravitating towards the chilling and quiet spots in the US. For them, the north begins to look more attractive and they start setting aside the heat and tropic in favor of parks and cold.

Top Destinations For Latin Americans In The US.

With such a broad selection of hispanic travel habits, we have chosen quite a varied board of options for the hispanic market tourism.

1. Yosemite National Park.

This is a great choice for those whose hispanic travel habits include stepping away from the usual hispanic beaches.

This great, typical park filled with trees that give birth to a wonderful forest is a great sight for those who rather a cool and quiet location.

2. Alaska.

The last on the options catered towards quiet and alternative latino travel habits is the chilling territory of Alaska.
Anyone feeling tired of the Sun and heat will be happy to trade them for the cold and wonderful sight of the aurora borealis dancing in the dark sky.

3. Key West.

A very familiar sight will greet those who head over to this territory filled with beaches and fun locals! People looking for a more “cultural” hispanic market tourism can head over to the beautiful Dry Tortugas National Park via hidroplane or boat and visit the beautiful fort.

4. The Glass Beach.

A century of contamination in the 1900’s ironically gave birth to a beautiful destination.

All the trash thrown by the locals has covered the beach with glass and ceramic, softened with the years. The current sight is a very interesting one that combines the classic tropical beach landscape with the odd decoration.

5. White Sands.

What best destination for those with latino travel habits than the one right on top of Mexico?

This national park is great for those looking for a warm climate and an amazing sight, covered in white sand (hence the name) that looks like snow, coupled with a beautiful series of meadows that are just a pleasure to walk on!

Indigenous Peoples Day

For a long time, the people use to celebrate the Columbus Day—a national holiday that celebrates Christopher Columbus’s colonization of the Americas starting in 1492— but now, the people are celebrating the Indigenous Peoples Day.

What is the reason? Many activists have fought for Indigenous Peoples Day for decades, arguing that Columbus Day, along with statues and other memorializations of Columbus whitewash the brutal history of native enslavement and genocide that represent his true legacy. In his own journal, Columbus wrote of his first encounter with indigenous people on Oct. 11, 1492, in present-day Haiti, referring to them as “servants.”(

Actually, a movement to abolish Columbus Day and replace it with Indigenous Peoples Day has been gaining momentum across the country over the past few years with Los Angeles becoming the biggest city in the country last year to toss Columbus overboard in favor of recognizing the victims of colonialism.

Seattle, Albuquerque, Austin, Texas, San Francisco, Seattle, and Denver are a few of the other cities that have done the same (

For that reason, now is the time to celebrate the Indigenous Peoples’ Day as a holiday that celebrates the Indigenous peoples of America and commemorates their shared history and culture.

For additional multicultural celebrations visit the 2018 Diversity Calendar.