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#MontaukManor

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using Solar Power. The Broadcast also featured the Good News and Climate Concerns of the World. Earlier in 2023 we created a MAJOR Earth Day Times Square Broadcast on April 22, 2023.

WE HAVE WORKED VERY HARD FOR MANY YEARS, 1,000’S OF CORPORATIONS HAVE TRUSTED US WITH THEIR GOOD NEWS MESSAGE AND… 

WE ARE GETTING CLOSER TO INVESTORS AND MEDIA PARTNERS TO MOVE US EVEN FURTHER… WE BUILT A DIGITAL BUSINESS THAT HAS THE OPPORTUNITY TO TRULY HELP THE WORLD WITH HOPE and our INVESTORS AND MEDIA PARTNERS WITH STRONG ROI, RETURN ON INVESTMENT, BOTH FINANCIALLY AND HUMANLY.

Once again, we could not do anything without your trust and belief in us over the past 39 years, also with the hundreds of people who have worked with us. 

WE THANK YOU ALL AND WISH YOU ALL THE BEST IN THE NEW YEAR.

Giving Tuesday is still here, surprise, thanks to all those who supported us and the Good News is that it is not too late for a 2023 Tax Deduction!!! Please go to: https://goodnewsplanet.com/pausetheworld/peace-day-donations/

Here also is our link to our Milestone Broadcast Corporation Investor/Merger/Sales Presentation https://pausetheworldforpeace.org/2023/11/20/milestone-broadcast-corporation-2024-investment-merger-sponsor-donor-presentation/

Also here are the links to the entire 6-Hour Broadcast, broken down into 3 Parts Approximately 2-Hours each. Great People Doing Great Work for PEACE. 

https://pausetheworldforpeace.org/2023/11/02/part-1-pause-the-world-for-peace-2023/

https://pausetheworldforpeace.org/2023/11/02/part-2-pause-the-world-for-love-2023/

https://pausetheworldforpeace.org/2023/11/09/part-3-pause-the-world-for-hope-2023/

Also, here are some Good News Stories…

MORNING PRAYERS LAUNCHED

BY MAYOR ADAMS

MICHEL PASCAL

SHARES A ROSE OF

MEDITATION WITH ALL

A Season of Love:

Christmas Message

from

Mayor Adams

West Palm Beach, Florida,

Food Tour is great…

Enjoy the unedited tour that

Good News did on

December 21, 2023

with Kelli

Jason Colannino

performs Christmas songs

on the

Kamaka Ukulele

LET’S GROW TOGETHER. GOOD NEWS MOTTO: ALL WE ARE IS WHAT WE ARE WITH EACH OTHER. ZEAL

For more information contact: 

Reverend Paul Sladkus, All Faiths and Spiritual 212 647 1212

New York, NY, Montauk, NY

PS – SPECIAL OPPORTUNITY FOR OUR FRIENDS AND MEMBERS: Looking for a vacation rental, SHORT TERM, in Montauk, here is our listing https://goodnewsplanet.com/montauk-manor-rental-suite-403-paul-sladkus/ call me. Paul 917 687 1790

The post GoodNewsLetter: 2024 THE BEST THINGS IN LIFE ARE THE PEOPLE YOU LOVE. HAPPY HOLIDAYS & HAPPY & HEALTHY NEW YEAR ALL appeared first on Good News!.

West Palm Beach, FL (December 20, 2023) – West Palm Beach Food Tours has partnered with five locally owned restaurants for 2 hour, 45 minute walking tour that includes tastings that tell the story of our area.

“Everything you eat, and every restaurant we take you to is part of the story of West Palm Beach.  Expect so much more than a meal, expect an experience,” says Kristl Story, owner of West Palm Beach Food Tours.  “Food Tours are not all about dining at 5-star restaurants, they’re about tasting fresh, local foods and meeting the folks who prepared them. So much of a neighborhood’s story can be told through food.”

Culinary Tourism is currently the #1 trend in travel, and West Palm Beach Food Tours offers 4 delicious food tours to experience the food culture of South Florida – fresh, tropical, diverse and exotic.  Tastings include a fish taco made with local mahi, a fun twist on the classic Cuban Mojito and of course, Key Lime Pie.

Our guests meet chefs/owners, taste and learn about South Florida foods, enjoy demonstrations and much more.

During the walk, guests hear stories of our past and future, walk by historically significant buildings, learn about our vibrant street art and spend time in our beautiful waterfront park.

West Palm Beach Food Tours run 7 days a week with 4 different tours to choose from:  Downtown West Palm Beach Food Tour, Historic West Palm Beach Neighborhood Food Tour, Prohibition Dinner & Drinks Tour, Mornings in the Market Food Tour. Tickets can be purchased on our website, WestPalmBeachFoodTour.com and start at $69 for adults.

Instagram:  @WestPalmBeachFoodTours

Facebook:  @WestPalmBeachFoodTours

#westpalmbeach #florida #foodtour #goodnews

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ALBANY — New York’s population exodus continued to top national charts for a third consecutive year with a loss of more than 101,000 residents from the Empire State, according to the most recent data from the U.S. Census Bureau.

Texas and Florida continued to see the country’s highest population increases, adding more than 473,000 and 365,000 residents, respectively, followed by North Carolina and Georgia, which each added more than 100,000 residents during the one-year period.

Regionally, the South continues to lead the United States in population growth and has remained the most populous region, while the Northeast led the nation in decline and remains the least populous. Among states in the Northeast region, only New York and Pennsylvania saw declining populations this year.

The census report said that the country is returning to pre-pandemic levels, experiencing an increase of 1.6 million people and seeing more states with growing populations this year than since the start of the pandemic.

New York continues to be the fourth-most populous state, trailing California, Texas and Florida.

New York’s population exodus continues

More states gained than lost population during the 12-month period ending July 1. But New York logged the largest decline in the nation, losing more than 100,000 residents.

U.S. Rep. Elise Stefanik, who represents the North Country and parts of the Capital Region, blamed the decline on “the consequences of far left Democrat leadership.” Stefanik, chair of the House Republican Conference, said lawmakers in Albany have an “extremist agenda.”

“Far left Kathy Hochul and Albany Democrats have made New York so unlivable that our state leads the nation in population loss with more than 102,000 residents leaving in one year alone,” Stefanik said in a statement. “With record crime and cost of living far beyond the national average, New York’s mass exodus is far from over.”

The Empire State also has topped states in declining populations since the pandemic, losing more than 631,000 residents between April 2020 and July, representing 3.1 percent of the state’s population.

In the Capital Region, residents left in higher numbers than they came in between 2020 and 2021, except for Saratoga County, which added 2,000 residents.

During that same time period, the Hudson Valley gained residents, while New York City and nearby counties lost population.

The following year, Albany and New Rochelle were the only cities among New York’s 12 most populous that added residents. In the year ending July 1, 2022, Albany’s addition of 91 residents boosted the population to 100,826. New Rochelle’s growth was more robust, with an increase of 899 people to 82,288 during that period.

New York, which the census report estimated to have just over 20.2 million residents in April 2020, had fallen to less than 19.6 million residents in July.

The state’s public school population has also seen a steep, nation-leading decline since the pandemic, according to data collected by the Associated Press.

The state experienced a 6 percent decline in public school enrollment — a reduction of about 157,000 students — from the 2019-20 to 2022-23 school years, the largest percent decrease of any state that has reported the data. (Tennessee has not yet released recent enrollment figures.)

Every county in New York experienced an enrollment drop in that time period with the most pronounced decreases in New York City, as well as Greene, Schuyler, Ulster and Columbia counties, state data shows.

The number of students attending public school in the state is down 10 percent from a decade ago and is at its lowest level since the mid-1950s, according to Ken Girardin, director of research at the Empire Center, a non-profit think tank in Albany.

The Schuyler Center for Analysis and Advocacy released a report Thursday saying about 150,000 immigrants have arrived in New York between Oct. 1, 2022, and Aug. 1, including 30,000 children, a third of whom are under age 5.

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Laura Norman is the founder of the Laura Norman Holistic Reflexology Centers in New York City, The Berkshires and Boynton Beach, FL. She is the foremost authority on Reflexology with 3 Masters degrees in education. In addition to being an educator, Laura is a Nationally Board-Certified Reflexologist, Nationally Board-Certified Massage Therapist, Esthetician and Inspired Life CoachSM. https://www.lauranorman.com/

Laura is author of the best-selling book, Feet First: A Guide to Foot Reflexology, which is published in several languages and has sold half a million copies worldwide. She is regularly featured in major magazines and newspapers, and on TV and radio.

For over 40 years Laura has pursued her passion of making the science of Reflexology understood, appreciated and available around the world. To that end Laura developed the most comprehensive Reflexology training programs available, and offers her programs at spas, salons, wellness centers, universities, hospitals, massage schools, Hippocrates Health Institute, as well as at her own Reflexology Training Centers.

We are very pleased to have Laura here today to share with us how Laura Norman Holistic ReflexologySM can have a dramatic impact on your life.

Please join me in welcoming Laura Norman…

#laura #norman #holistic #reflexology #centers #center #new #york #city #nyc #berkshires #boynton #beach #florida #education #therapist #massage #esthetician #inspired #life #coach #magazines #newspapers #tv #radio #wellness #health

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Designed to supplement Disneyland in Anaheim, California, which had opened in 1955, the complex was developed by Walt Disney in the 1960s. “The Florida Project”, as it was known, was intended to present a distinct vision with its own diverse set of attractions. Walt Disney’s original plans also called for the inclusion of an “Experimental Prototype Community of Tomorrow” (EPCOT), a planned community intended to serve as a test bed for new city-living innovations. Walt Disney died on December 15, 1966, during the initial planning of the complex. After his death, the company wrestled with the idea of whether to bring the Disneyworld project to fruition. However, Walt’s older brother, Roy, came out of retirement to make sure Walt’s biggest dream was realized. Construction started in 1967, with the company instead building a resort similar to Disneyland, abandoning the experimental concepts for a planned community. Magic Kingdom was the first theme park to open in the complex, in 1971, followed by Epcot (1982), Disney’s Hollywood Studios (1989), and Disney’s Animal Kingdom (1998). It was Roy who insisted the name of the entire complex be changed from Disneyworld to Walt Disney World, ensuring that people would remember that the project was Walt’s dream.

In 2018, Walt Disney World was the most visited vacation resort in the world, with an average annual attendance of more than 58 million.[4] The resort is the flagship destination of Disney’s worldwide corporate enterprise and has become a popular staple in American culture. In 2020, Walt Disney World was chosen to host the NBA Bubble for play of the 2019–20 season of the NBA to resume at the ESPN Wide World of Sports Complex.

For more info, go to https://en.wikipedia.org/wiki/Walt_Disney_World or https://en.wikipedia.org/wiki/Disneyland

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America has known about lemons since at least the 16th century, when Christopher Columbus brought them to what is now Florida. Lemons (and limes) were very valuable at the time for the protection they offered against scurvy. During the Gold Rush in California, lemons were so popular and in such unbelievably high demand that people were willing to pay the unheard price of $1 each. This would be expensive even for today, but imagine that in the 1800’s!

Although high levels of vitamin C and alkalizing effects on the body are no doubt among the great reasons to always keep lemons around (or to plant your own tree) these sour fruits have a type of antioxidant known as flavonoids that can fight inflammation, heart disease, and cancer, according to the Journal of Agricultural and Food Chemistry.

The Ancient Egyptians thought that drinking the juice or eating lemons would protect you from poison. Although there are many health benefits to lemons and their juice, protection from poison might not be one of them, but they will certainly help to protect you from disease and infection, which can save your life. They are also powerful cleaning and beauty agents, which are almost as important, right?!

Well, although we might not have quite a million things listed here, it might seem like it. This list contains valuable information about how you can use lemons for your health, for cleaning, for beauty treatments, and more!

Keep reading to find out just how valuable lemons actually are and why people would pay a buck a piece for one!

1. Add lemon juice to your humidifier for instant room deodorizing.

2. Freeze slices of lemon with a bit of vinegar in an ice cube tray, and then put a few cubes in your garbage disposal for instant cleaning and a fresh scent.

3. Rub a cut lemon over your chrome kitchen faucets or shower fixtures to remove hard water stains and leave them bright and shiny.

4. Gargling with lemon and water can help soothe a sore throat and kill bacteria that might be trying to set up house.

5. Coating warts with pure lemon juice will help them break down and fall off.

6. Smelling lemons or lemon essential oil can lower blood pressure and reduce feelings of nausea.

7. Drinking lemon and water daily can help to remove and prevent painful kidney stones.

8. Lemon juice can help ease the pain of eczema and psoriasis.

9. Lemon juice can help to relieve respiratory problems such as asthma attacks.

10. Applying lemon juice to corns on the skin can help them to soften so they can be removed more easily.

11. Adding a teaspoon of lemon juice to your dish soap will help clean the grease off and increase the overall effectiveness of the soap.

12. Clean your hardwood floors with a mixture of lemon juice and vinegar to make a super dirt cutting, but non-toxic floor cleaner.

13. Get rid of grease stains on clothes by mixing lemon juice with vinegar and applying it to the stain. Allow to sit for an hour or so, and then rinse and wash as normal.

14. Add lemon juice or lemon slices to your ice cube trays to add some healthy flavor to your favorite beverages or spice up some plain water.

15. Out of sour cream? Add some lemon juice to whipped cream and allow to sit for 30 minutes.

16. Lemons are the only food in the world that have an ion with a negative charge. All other foods have a positive ion charge. This means lemons can give your body energy, since all cationic ions provide cells with energy.

17. Lemons are super cancer-fighters, containing 22 anti-cancer compounds.

18. Lemons are rich in vitamin C, which improves the immune system

19. Lemons are also rich in flavonoids which are anti-viral in nature, helping you fight off flu and cold viruses.

20. Add lemon juice to some hot water and soak your white clothing for a few hours before washing for super white whites without toxic bleach.

21. Prevent fruits from turning brown by soaking them in some cold water and lemon juice after cutting.

22. Make your own natural furniture polish by combining lemon juice and olive oil. Apply a small amount to your wood furniture, allow to sit for a few minutes, then buff with a dry cloth.

23. Soak a sponge in lemon juice and allow it to sit in your refrigerator for a few hours or overnight. This works much better than baking soda when it comes to removing odors.

24. Drinking a glass of water and the juice of one lemon in the mornings will help to cleanse the bowels and keep things moving along smoothly.

25. Drinking some lemon juice every day will help dissolve, as well as stop the formation of gallstones.

26. Lemon juice is a natural blood purifier, which means that in a pinch, you can stop diseases such as malaria and cholera.

27. The potassium in lemon juice helps to lower blood pressure and eliminate dizziness.

28. Make your own nourishing exfoliating body scrub by combining honey, olive oil, sugar, and lemon juice. Read more how to use lemons instead of beauty products.

29. Mix some lemon juice with coconut or almond oil, then apply it to your hair and sit in the sun for a few hours. The lemon juice will give you natural highlights and the oil will help to keep your hair from drying out.

30. Whiten your finger or toe nails by soaking them in some lemon juice and olive oil.

31. Get rid of acne by rubbing some lemon juice over your face twice per day. Allow it to sit for 10 minutes to kill the germs that cause acne, and then rinse with cool water.

32. Kill weeds naturally by spraying them with lemon juice.

33. Soften paintbrushes that have become hard by boiling lemon juice and water. Turn off the heat and add the brushes. Allow to sit for 15 minutes, and then wash the brushes in soap and water. Once dry, they will be soft as new.

34. Give lemon juice mixed with a bit of water to someone who is suffering from a fever. The lemon juice will help them to sweat out the fever and break it naturally.

35. Add one drop of lemon juice onto your regular toothpaste to help whiten teeth as well kill germs. Rinse your mouth with water after brushing.

36. Rinse your scalp with lemon juice and water to kill dandruff.

37. Add the lemon peels to the bottom of your trash can to help stop odors.

38. Dried lemon peels make great fireplace kindling and smell wonderful!

39. Make your own fantastic window cleaner by mixing a bit of cornstarch, vinegar, lemon juice and water for a streak free shine!

40. For a super foot rejuvenator, add some lemon juice to very warm water and soak your feet for some powerful foot relaxation.

41. To help dissolve uric acid (and avoid gout), drink lemon juice and water daily.

42. Lemon juice can kill intestinal worms. Drink the juice of one lemon, mixed with some water, daily.

43. Lemons can improve breathing. The first person to reach the top of Mt. Everest, Edmund Hillary, stated that his success in reaching the top of this mountain was due to his consumption of lemons.

44. Blood vessels are strengthened by the bioflavonoids in lemons, which means it can help to prevent internal hemorrhages and treat high blood pressure.

45. Remove the smell from wooden bowls and spoons by soaking them in some lemon juice and water.

46. Clean your coffee maker by adding lemon juice and water to the water tank and allowing it to run through its normal cycle. Then run another cycle of plain water, and then wash the pot.

47. Remove odors and stains from plastic storage containers by rubbing them with lemons, then allowing them to dry in the sun.

48. To prevent rice sticking, add one tablespoon of lemon juice to the water while the rice is being cooked. No more clumpy rice!

49. Make a super meat marinade by mixing lemon juice and your favorite oils and herbs. The lemon juice will slightly break down the meat so that your oil and spices can better penetrate it.

50. Stop skin rashes, such as poison ivy, by soaking a cotton ball in lemon juice and applying it directly to the affected area.

51. Ditch those toxic air fresheners. A bowl full of fresh lemons will add a splash of color and add natural fragrance to a room for days.

52. Potassium is super beneficial to the heart and lowers blood pressure by removing salt from the blood stream. Lemons have more potassium than an apple or grapes!

53. Because lemons were once very rare in certain regions of the world, they were often offered as gifts to kings! A few lemons in a pretty bowl or jar tied with a beautiful ribbon are also a great gift for friends!

54. Your liver simply loves lemons! They stimulate the production of bile and help the liver to detoxify itself.

55. Lemons are natural diuretics which can help to flush bacteria and toxins from the body. This means they can help treat edema, arthritis, and rheumatism.

56. Applying lemon juice to old burns and age spots can help to fade scars and other dark spots on the skin. Try rubbing a cut lemon on your elbows every night before bed.

57. Lemon juice applied to bee stings or bug bites can help ease the sting and itch in minutes.

58. Polish leather and remove grime by mixing two parts of olive oil with one part lemon juice. Rub this mixture on the leather, allow to soak in for 10 or 15 minutes, and then rub with a dry cloth.

59. Ease the pain of a canker sore and help it heal more quickly by gargling or rinsing with a glass of water and the juice of half a lemon. Rinse with clear water afterwards.

60. Get relief from a nasty cough or sore throat by sipping hot lemon water with honey.

61. Mix three parts water with one part lemon juice and mop floors to repel spiders, roaches, and fleas.

62. Revive some limp lettuce by soaking the leaves in a bowl of cold water and the juice of one lemon. Leave this in the fridge for one hour, and then rinse your now crispy lettuce!

63. Whiten those sneakers by spraying them with lemon juice and then letting them sit in the sun for a few hours.

64. Get rid of those ugly yellow underarms stains on clothing by saturating the area with lemon juice, then pouring salt on the area. Rub for a few moments, rinse with water, and then wash as usual.

65. Clean soap scum and hard water stains on your bathroom tile or glass shower door by dipping a half of a cut lemon in baking soda and rub over the glass or tile. Rinse with water afterwards.
https://naturalon.com/a-million-ways-that-lemons-can-save-your-life/view-all/
References:

Ncbi.nlm.nih.gov

#lemons #save #help #life #spread #word #friends #family #christopher #columbus #america #florida #gold #rush #california #vitamin #alkalizing #effects #body #heart #disease #cancer #food #chemistry #agricultural #egyptians #drink #eat #juice #protect #poison #health

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WE2019 is a series of celebratory concerts paying homage to the youth of 1969 and their organic concerts that were established with “Peace and Love” all around the globe.

Get ready for a series of outdoor music festivals of a lifetime! From Palm Bay, Florida to West Jefferson, North Carolina…The WE2019 Festivals are only weeks away and this 50th Anniversary of 1969 Concerts will be like no other.

We have lodging for Hotels, RVs, Camping, and VIP Retreats (All going quickly).

PRICES START AT $69 – GET YOUR TICKETS NOW!!!!

August 9th, 10th, & 11th, 2019 / WEST JEFFERSON, NORTH CAROLINA: UNIVERSE.com

August 16th, 17th, & 18th, 2019 / PALM BAY, FLORIDA: UNIVERSE.com

MORE BELOW!

lhttps://m.facebook.com/story.php?story_fbid=2513893465300029&id=100000381990146

www.we2019.org

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‘Getting ethnic consumers’ is not just about leaving money on the table, it will determine which brands win or lose. We are at the tipping point where the American critical mass is Multicultural and ‘minority-majority’ is an oxymoron. The need to do Multicultural marketing right is painfully obvious.
Multiculturals are nearly 40% of U.S. consumers who spend $1.7 trillion yet still get under 18% of all ad dollars, and less of company resources. U.S. kids are already majority-ethnic, Millennials will be in 2022, and all of America by 2040. Key states like Texas, California and Florida are led by Hispanics, and ethnic-skewed top 15 DMAs, which make up half of our economic activity.
Hispanics, African Americans and Asians will power all future growth in population, jobs, new HH formations and new customers – as aging Non-Hispanic Whites decline. National minority-targeted media, digital, and social platforms and content continue exploding, as do sophisticated research and data analytics to develop and evaluate multicultural marketing efforts, and a shift of cultural openness in overall attitudes to foster Multicultural marketing.
While major players in telecom, CPG, QSR, Automotive and banking have been effectively addressing ethnic consumers for decades, they still drive the bulk of MCM ad spend growth. Most of the Fortune 500 are still reticent, late in the game or not doing it right. It is not just about a few adjunct in-language TV spots, influencers, soccer, events or social. It’s about a top-down, thoughtful, holistic and organization-wide approach that impacts the company’s goals, metrics, research, operations, resource allocation, strategies, target segmentation and execution. And tactically, hopefully make English ethnic efforts BAU because it is way overdue – we did our first English McDonald’s Hispanic spot back in 1989.
Recently, a Univision C-suite executive asked me ‘Liz, don’t you get tired of the constant education to deaf ears and wish you had gone Wall Street like your Stanford buddies?’ The answer: No, I am still an avid preacher and believer in marketing, love the multicultural, uber connected world we live in, and never give up… because money talks.’ So I urge Fortune 500 stakeholders to get it right. And here are my top ten pitfalls to watch out for.

1. Approaching The Market As If It Were A Blended or Monolithic Reality.
Don’t assume one size fits all or that the lowest common denominator approach is viable for long-term growth and success.
The answer: Personalized marketing will be even more critical based on the expectations and needs of Multiculturals, Millennials and Gen We. The optimal marketing approach is more of both ethnic targeting plus leveraging broader-appeal strategies for all.
Multicultural marketing has certainly evolved from the orphan regional efforts and silo years, to the post-pubescent total market homogenization, and now the Multicultural-led total market. Yet few have matured to the adulthood rich with complexity where the truth lives. For Hispanics, there is granularity by country of origin, acculturation, integration, generational distance and language; for AA, single female HOH decision-makers vs. traditional families, single young influencers or matures; and for Asians, by acculturation, or country, like Chinese vs. Filipino vs. Korean. Marketing can be incisive, geo-targeted, layered, or general as desired, depending on the objective and ROI parameters. But the first priority is honing the common base to maximize the brand voice and investment, and as a DDB-bred ad executive, I totally get finding the universal truths of human nature. Yet while a LCD approach works at times, it’s not going to drive consistent growth. The need to address target specificity and needs to drive deep relevance is vital in the increasingly geo-targeted, digital and social me-centric era we live in – where we must know customers profoundly and use customization on a grand scale for two-way brand connections with multiple targets, platforms and technologies.

2. Oversimplifying and Under-estimating the MCM Potential.
Don’t delegate MCM sizing to a junior person or intern, or think it’s just a big deal in a few markets.
The answer: Dig deep, understand and quantify the size and potential of each segment rigorously, the sub-segments within, roll-up by market and product, and reapply per initiative.
To build sustainable and profitable brand relationships, you must delineate an accurate ‘lay of the land’ view with the bandwidth of data, information, evidence and expertise to make the best and most judicious choices. Quantify the national impact by aggregating the target potential by market, by product, by store or zipcode. Figure out how to package meaningfully so it resonates within your organization. Establish the right metrics to identify the priority targets and roll out plans applying the proper analytics, research partners and tools like Simmons, Nielsen, TNS, Millard Brown and Horowitz.

3. Not Grasping the Ethnic Differences Related to Your Category.
They are likely not at the same point of category lifecycle or brand development, and culture lifestyle, demos and preferences impact their category behavior, needs and response.
The answer: Knowledge-based strategies require discipline to ensure all consumer factors weigh in. Identify the category differences that matter, and assess how far to drill-down efforts.
Some differences matter to drive sales, some don’t, but the assessment is necessary to answer that. Understand their differences in demos, family dynamics, culture, lifestyle, psychographics, product usage, preferences, and buying influencers which trigger perceptual and behavioral differences in how they define quality, value and loyalty; buy and use products, media and services; what motivates them and how they respond to marketing and ads. For example, in telecom, Hispanics are the heaviest mobile and data users, AA the highest TV entertainment and latest gadget users, while Asians skew broadband Internet – and this varies by market and sub-demos. Thus, address strategic, message and tactical implications for the common segment approach, and then pertinent sub-segment variances.

4. Inadequate Allocation Of MCM Company Resources.
Don’t say ‘This is all we have for Multicultural this year’ or allow territorial departmental silos to cause ineffective resource allocation to Multicultural marketing and hinder business growth.
The answer: Understand upfront the market in totality and by segment to objective budget allocation on segment revenue and upside, identify any programs/processes requiring recalibration, and address nuanced needs/opportunities across 360 strategies-tactics.
Inadequate pre-planning, lack of sound research, analysis or metrics, limited efforts, sub-standard concepts, and poor execution devalue the MCM potential. MCM should be an integral part of the top corporate strategies and planning process. There are likely disconnects in strategy, unidentified chances to leverage data, or missed opportunities from internal and external stakeholders. Within total resources, properly allocate MCM budgets by target share, revenue and potential, and weigh spend trade-offs across all the 5 P’s. Think about the money spent researching GM customers and identifying breakthrough product, insights or ads, while MCM cultural relevance, response, understanding or motivations dwarf in attention. The more this is done, the more impact ethnic marketing has in the mix. The best MCM marketers have recalibrated the organizational culture and programs where needed, and the way teams work so efforts are sustainable.

5. Executing short-term MCM Programs that Must Immediately Pay Out.
Multicultural efforts, generally added by switching dollars ‘from the GM’, are unrealistically expected to incrementally pay out in a limited time, with little costs for customer loyalty.
The answer: The right expectations and metrics, consistent marketing, engagement and two-way communication are all critical, and the base cost to maintain and grow customers.
There is a base cost for attracting, getting, growing and keeping Ethnic customers, and the MCM Program should not pay out solely on incremental sales. Short-term messaging and lack of customer engagement leads to poor brand perception, discounting, and churn. And don’t assume that brand affinity among AA will remain so without deep roots in their community; or brand familiarity in Mexico/LatAm will automatically transfer here without nurturing that relationship. A great example is Colgate-Palmolive left behind by P&G. Just like the GM, you need a consistent, integrated branding, retail, promotional and loyalty plan, a sound campaign across media and touch-points in the purchase path and customer lifecycle. Employ the proper research to ensure Ethnic segments are well defined and represented; and have realistic, measurable goals. We call this effective Transculturation, making your company Ethnic-relevant.

6. Not recruiting or Staffing Multicultural Marketing Appropriately.
Don’t have staff who happens to be ethnic lead Multicultural efforts, assume interspersing Multiculturals across departments is the holy grail, or recruit your housekeeper to evaluate work done by an experienced creative with a Masters.
The answer: Cultural leadership driven by a central group is foundational to success, layered with some cultural competency across all decision-makers, and an understanding of its importance across the organization. Effectiveness is not found in either extreme of silos or total market blending.
Assure Multicultural efforts are led by a multi-disciplined Ethnic marketing group with the depth of experience to guide strategies upfront at the high-level; have ongoing strategic oversight to feed into the brand as a whole; define where it makes sense to align or diverge; adeptly develop, execute and assess initiatives; assure ads are tested for validity; and be fully accountable for MCM performance. While also integrating Ethnic personnel across departments is beneficial, this alone fails as departmental management is still GM-driven, no one is accountable, and insufficient time is allocated to the ongoing depth of MCM segment knowledge and analysis required. While leaders like McDonalds entrench this philosophy with all marketing filtered by Multicultural leadership, I have also witnessed the loss of MCM accountability, dilution of efforts, and business erosion with various clients taken by the total market ‘efficiency’ model.

7. Consistently Opting For GM Translations, Benetton or Blended Casting.
Sometimes a concept or initiative transcends ethnicities, but consistently employing and force fitting a ‘universal’ approach is ineffective and dilutes all efforts and impact.
The answer: Leverage both universal commonalities and unique segment needs or opportunities. While always within a single brand platform, the target consumer should ground the segment efforts.
Seek synergies where it makes sense but don’t force-fit. It’s about transculturation, a relevant application of your brand essence to Multicultural segments, which usually results in a successful combination of three approaches – universal, parallel or unique. The ‘universal’ approach is a program, message or execution that works equally well across all segments (with minor tweaks); the ‘parallel’ approach makes strategic sense for all segments but may vary in product, message, nuances or casting; and the ‘unique’ approach is an initiative, promotion, channel or strategy necessary or opportunistic for one single segment, which may or may not cross-over to others.

8. Mistaking Language for Culture And Not Knowing the Difference.
There are the ‘fixers’ who use in-language as the solution to effective MCM marketing; the ‘uninformed’ who minimize the impact of cultural relevance regardless of language; and the ‘blinders’ who do not see the importance of either culture or language.
The answer: The currency of culture is how and where Multiculturals spend their time and money, the basis of effective marketing, with both native and English efforts key to maximize reach and impact.
Multiculturals, while integrated strongly or somewhat into the dominant culture, are set apart from others by their roots, context and idioms language abilities because they have access to a unique world of culture, people, way of relating, values, passions, content, music, food, sports experiences and media, and that they desire to maintain. There are three types of marketers that miss the mark. The most common are the ‘fixers’ who rely only on in-language efforts to define Hispanic or Asian efforts, but as most Multiculturals are bilingual/bicultural, they transition seamlessly in between, thus both in-language and English-targeted ads are important. The ‘uninformed’ misguidedly believe their GM spots work equally well, and while at times it does, it is not as effective as targeted efforts, as it’s foremost about cultural relevance, and staying culturally rooted is an inherent choice made by most African-Americans, Asians, and Hispanics whether foreign or US-born. Lastly, I’ve had Client ‘blinders’ who say ‘Half of them see our English spots, so we are covered since they’re the ones with the money anyways.’ They don’t get that over 20% of Hispanics have income over $100k income and Asians the highest of all, so they can likely afford the product, and their connection to cultural content and in their native language remains strong because is the language of the heart, even among bilinguals.

9. Assuming You Know the Target, Stereotyping & Cultural Appropriation.
Making generalizations about Multicultural consumers results in superficial or ineffective work, missed opportunities, negative stereotyping, and at worst, inadvertent racism and backlash.
The answer: A knowledge and demand based view and cultural lens and insight are key to a sound marketing strategy and ads. Assure you have the personnel, research, listening tools and hard data competency to know the difference, and avoid cultural appropriation.
We all know Hispanics are group-oriented, but showing a family with grandma in tow is not effective advertising – it’s how this collective lens affects their lifestyle, influencers and decisions. A Benetton Millennial cast piled into a car does not assure car buyers. Salsa is sold more than ketchup, but only 15% of buyers are Hispanic, and suburban White men consume 80% of urban AA hip-hop music. False assumptions and faux pas stem from ignorance, lack of perspective, and unvetted bad judgment. I almost choked when asked to translate Taco Bell’s ‘Run for the border’ for Hispanics. Another client wanted a ‘high level’ Asian campaign since ‘All Asians are smart’. Home Depot got ostracized for a tweet with African-American drummers and a Caucasian disguised as a gorilla, asking, ‘Which drummer is not like the others?’ Houston 1836 failed as the new MLS team name tied to its founding year, but also Texas winning independence from Mexico, offending its Mexican soccer fan base. Starbucks’ good intentions of engaging customers in race-related discussions was rejected by most ethnicities, and Kendal Jenner’s Pepsi ad showed just how bad it could get. And beware of poor GM translations, from the classic ‘Got Milk?’ campaign launched in Spanish as ‘Are you lactating?’; ‘Come alive with the Pepsi Generation’ translated in Chinese as ‘Pepsi brings your ancestors back from the grave’; to ‘Life Takes Visa’ translated in Spanish as ‘Life Drinks Visa’ which was confusing and culturally clueless. And be careful not to be seen as a quick fix, cliché or offensive when localizing regional text, radio or video. All of this counts as cultural appropriation, the ‘silent racism, disrespect, ignorance, tokenism, discrimination, pandering or cultural white-washing of marketing and advertising’ – which you must be aware of to avoid potentially catastrophic blunders.

10. Not Finding The Right Agency Partners.
Don’t settle for your GM agency hiring a few ‘ethnic experts’, just because Multicultural is now one of the few growth areas left, and also dominates youth, digital and social.
The answer: Hire the right ethnic agency with proven success, depth of knowledge and experts, which takes years to develop and effectively guide Clients strategies and profit.
Find the right ethnic agency that lives and breathes Multicultural. By definition, Multicultural experts have a uniquely broader perspective, as they have to be well versed in ‘GM/White’ consumers to lead the client and identify the commonalities and differences, whether in cultural cues, behavior, preferences, needs etc. Thus, are in the best position to feed the core MCM insights that will help fuel better ideas, opportunities and growth. Make them a part of the broader agency team that helps drive the company’s efforts. They are used to working collaboratively, have an engrained philosophy to work harder and smarter, and love challenging the status quo. Also, in shifting your GM strategy to be more culturally relevant, in addition to culturally focused efforts, there are several viable approaches. The ‘multi-agency reconciliation model’ has Ethnic agencies weigh in on overall marketing strategy and efforts (e.g., Wal-Mart); the ‘GM agency co-option model’ where they co-opt or buy-out a MCM agency, or create multicultural competency internally to better serve a Multicultural total market (e.g. Ogilvy); and the ‘Ethnic agency inversion model’ where Ethnic agencies go after the total market, competing on their deeper consumer knowledge. Bottom-line, hire a true MCM agency, and try a new one – like INFUSION by Castells.

About Liz Castells-Heard
CEO/Chief Strategy Officer of INFUSION by castells
Liz Castells-Heard is a ‘tell it like it is’ strategic thought leader and industry force with a Stanford MBA, finance and psychology training, 37 years of Multicultural, GM and Client experience with hundreds of brands, and unique brand of ‘brains, heart and grit’ with her analytical acumen, diverse skill-set, energetic style, solid values, and fearlessness.
Her agency, INFUSION by castells, is a leading national Multicultural agency providing Clients best-in-class marketing leadership and consistent results ‘no matter what’ by infusing strategic acumen, cultural insights and ROI-powered ideas. They create strategic brand and performance-driven creative with innovative 360° activation. The creators of Transculturation, they guide clients McDonald’s, Toyota and Charter Communications to profitably integrate Multicultural efforts across the P’s. The agency, founded in 1998 and formerly known as Castells & Asociados, is now minority and women-owned, expanded its Multicultural capabilities, and now has offices in both NY and LA.
Liz is regularly tapped industry source, speaker, and sits on the board of The LaGrant Foundation, which offers scholarships, internships and mentoring to Multicultural youth in pursuit of marketing/advertising careers. Education is her passion, which she calls the ‘equalizer’ to possibility. Liz is also a member of Easter Seals, AHAA/CMC, AMA, City of Hope, New America Alliance, SBSAA, Mentoring Partnership, Women In Management, and Who’s Who.
Fully bilingual and bicultural, Liz was born in Cuba, raised in Europe, Puerto Rico, and ten diverse U.S. cities. She lives with her husband Alan of 34 years in LA, has 7 godchildren, 2 German-Shepherds, a Chihuahua, and loud macaw (whose colorful personality matches hers).

Contact:
Liz Castells-Heard | CEO, Chief Strategy Officer | INFUSION by castells
liz@adcastells.com, Executive Asst.: carolina@adcastells.com
865 S. Figueroa St. Suite 1100, LA, CA 90017 | m: 213-305-4129 | p: 213.688.7217
122 East 42nd St. Suite 2305, NY, NY 10168 | p: 606.649.5600
www.adcastells.com

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