Tell us about your experiences with Marketplace. Enter To Win

Green appeal for Latino community

Stacey Vanek Smith Mar 11, 2008
HTML EMBED:
COPY
Crushed cans iStockPhoto.com

Green appeal for Latino community

Stacey Vanek Smith Mar 11, 2008
Crushed cans iStockPhoto.com
HTML EMBED:
COPY

TEXT OF STORY

Scott Jagow: There’s a media expo today in Los Angeles that looks at how to market products and ideas to different cultures. One of the big topics will be how to encourage people to go green. Stacey Vanek-Smith has more.


Stacey Vanek-Smith: From TV shows, to billboards, to Internet ads, it’s hard to miss environmental marketing efforts these days. But that doesn’t mean the message is always getting across.

Nora Vargas is Executive Director of the Latino Issues Forum. She says campaigns to conserve need to tailor their message to their audience.

Nora Vargas: It’s a very different way of environmental consciousness that I think our community has.

The Forum recently partnered with utility PG&E to launch a green campaign for the Latino community in San Francisco. Vargas says they’ve had success emphasizing things like how conservation can benefit household budgets and create new jobs.

Vargas: I think that’s why this is an important concept. When you’re communicating with the Latino community and informing them about these issues, that it’s done in such a way that people are able to connect with it culturally.

Vargas points out that many Latinos come from cultures where they are used to recycling and conserving water and gasoline.

I’m Stacey Vanek-Smith for Marketplace.

Marketplace is on a mission.

We believe Main Street matters as much as Wall Street, economic news is made relevant and real through human stories, and a touch of humor helps enliven topics you might typically find…well, dull.

Through the signature style that only Marketplace can deliver, we’re on a mission to raise the economic intelligence of the country—but we don’t do it alone. We count on listeners and readers like you to keep this public service free and accessible to all. Will you become a partner in our mission today?

Your donation is critical to the future of public service journalism. Support our work today – for as little as $5 – and help us keep making people smarter.