I am currently working with a client who is looking to better target the Latino market. One of their two offices is in a city with a Latino majority (above 75%).  The office staff speaks Spanish, and all their material is translated. Yet they know that to attract and keep their clients they need to go beyond translated materials and bilingual staff, and really understand who their clients are.  I applaud them– it’s unfortunate that more nonprofits don’t think this way.

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What image pops into your head when you think of the future and innovation? Do you think of someone young and hip playing with the latest electronic gadget? I can’t help but wonder if in our fast paced drive to look and move into the future that we often discount the important role and function of older Americans as critical participants and creators of that hip future.

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