America’s diversity is growing at a fast pace. That means understanding the subtleties of the cultural mix – at the local market level – is even more important. If you look at Hispanic penetration for example, it’s increasing at different rates within regions, markets and cities. And there are marked differences in acculturation levels – whether its language dominance, length of time in the United States, or affinity toward their own culture and traditions. So when you’re developing marketing, creative and messaging strategies, it’s critical to incorporate these insights into your efforts.