Cultural Fluency Maker Carlos Madrazo

How do you market a beloved heritage brand to a new, diverse audience? For Carlos Madrazo, Country Manager USA at Grupo Jumex, the key is cultural intelligence.

In a recent interview, Carlos explained that it’s not enough to acknowledge broad consumer segments. The real work is in understanding the nuances within those groups and their regional differences. For Jumex, this meant evolving from an iconic brand for Hispanic consumers to a beverage for everyone, especially as over half of their US customers are now non-Hispanic.

As Carlos puts it, the goal is to “earn” cultural relevance by “listening and showing up with intention and staying consistent over time”.

A powerful lesson for any brand looking to cross borders and win hearts.