Group Ethnics - Latino

In preparing for this project I reached out to the Human Resource Department of Frito in the New York region. Diversity and Inclusion has been an important focus for Frito Lay for many years now and besides doing the right thing it makes very good business sense.
“Key Business Messages
Diversity and inclusion are essential to PepsiCo’s growth - a strategic priority for our business.

The business case for diversity and inclusion is simple. Demographic trends clearly indicate the growth of minority populations in the U.S., which leads to changing palates, increased purchasing power and new entrants to the workforce. In addition, emerging markets and new communication technologies, coupled with ever-changing consumer trends create a need for professionals with diverse experiences to help continuously drive our success in an evolving marketplace.

To successfully respond, a company like ours must meet the needs of the changing consumer base and mirror the marketplaces through diversity – not just of race, ethnicity and gender, but of experiences and perspectives.

Although creating a diverse workforce is important, we must also create an inclusive environment where everyone – regardless of race, gender, physical ability or sexual orientation – feels valued, engaged, and wants to stay and be part of our growth. It is only through inclusion that we will fully unleash innovation – and growth for our business and associates”(, n.d., p. 1).

Immigration is going to be a big part of the population growth in America over the next few decades. “Overall, by 2050 the U.S. population is projected to increase by 47 percent, from 296 million in 2005 to 438 million. Newly arriving immigrants would account for 47 percent of the rise, and their U.S.-born children and grandchildren would represent another 35 percent”(Aizenman, 2008, p. 1). Armed with the information that the population in America is changing and that the immigrants especially Latino immigration will profoundly affect the ethnicity of America by the year 2050, Frito Lay has taken steps to hopefully ensure their success in a new America. “The U.S. Census Bureau's announcement Wednesday confirmed what many have treated as fact for some time. Even so, it's a symbolic milestone for a nation whose history has been dominated by black-white racial dynamics. Increased racial and ethnic diversity is adding a new dimension to everything from product marketing to political campaigning”(Nasser, 2003, p. 1).



Frito Lay has taken many steps to attract and retain many diverse candidates in to their organization and it has become and will be a major focus of this company now and in to the future. To accommodate this rich and diverse workforce Frito Lay has actively marketed itself with many diverse advertising tools - periodicals, TV, Radio etc… Frito Lay has worked to heighten awareness within the organization through “Diversity and Inclusion” days throughout all the different sites within North America. These “Diversity and Inclusion” days offer all employees the opportunity to learn a little more about many different cultures and to sample some of the food from their rich heritage, it brings employees together. Frito Lay has set aside space on their internal and external web page to focus only on “Diversity and Inclusion” within Frito Lay North America. Frito Lay runs a program for free software that will teach you how to become conversationally literate in the Spanish Language. The organization in Frito Lay North America is diverse from bottom to the top. There is a belief that there is a business advantage to diversity and the merging together of all different ideas in achieving the common goals of Frito Lay. The CEO of Pepsico (Frito Lay is owned by Pepsico) Indra Nooyi is a firm believer in diversity and inclusion and believes strongly that it is a huge business strategic initiative for all the Pepsico companies.

Recently when Indra Nooyi received the Chicago United Bridge Award for her leadership in advancing diversity and inclusion she commented on the importance of this initiative. ““At PepsiCo we strive to create a diverse and inclusive work environment that encourages every associate to bring his or her whole self to work - not just because it’s the right thing to do, but also because diversity in the workplace unleashes creativity and the power of innovation. “Having people with different backgrounds and experiences gives us marketplace insights that enable us to serve our consumers, retail customers and communities. Diversity and inclusion are essential to PepsiCo’s growth and are a strategic priority for our business,”(Staff Writer, 2008, p. 1). It is clear with the leadership of their CEO Indra Nooyi Pepsico/Frito Lay is going to lead the charge of “Diversity and Inclusion” within the workplace and the marketplace throughout America.
When thinking about diversity in America it is apparent that the Latino population in America is likely going to have the greatest impact because of the growth of the Latino population over the next few decades. This impact of the Latino population in America is evident.



When viewing the chart supplied, the Latino population is going to double in approximately four decades. When a group is going to have such an important impact in America it is important that we understand what their goals are, what is their American Dream? One of the best ways to determine the dreams of any immigrant group is to take a closer look at their literature. The literature of the Latino based immigrant is very consistent with that of other immigrants in America. The Latino version of the American Dream is one of providing a better life for ones family through hard work and a belief in democracy and capitalism. The Latino American Dream includes religious freedom and a good education for their children in the hope that their children can exceed their own accomplishments. The Latino American Dream is captured in the book “House on Mango Street” because it shows the evolution of the Latino family in America. The story illustrates how immigrants first try and find a way to provide a home for their family, a home they can own. The story then shows us how the children often want more than their parents can provide and soon enough the one bedroom home on Mango Street is not good enough. Another good example of Latino literature that describes their American dream can be found in the story “The English Lesson” written by Nicholasa Mohr. It is about the son of an immigrant that is trying to learn to speak English in order to help provide a better life for his family. The main character of this story is William he has recently moved here from Puerto Rico in search of his American Dream. “I am working here now living with my mother and family in Lower East Side of New York City, William spoke rapidly. I study Basic English por que … because my ambition is to learn to speak and read English very good. To get a better job. Y-y tambien, to help my mother y familia. He shrugged Y do better that’s all” (Rico & Mano, 2001, p. 450). Once again this illustrates the American Dream of the Latino’s to find a better life for their family in America the land of freedom and opportunity.