Introducing New Channels
to Ensure That Everyone
Has a Voice

“Mi esperanza es que tengamos un mercado que escuche al consumidor, que lo respete.” (Translation: My hope is that we will have a marketplace that listens to the consumer and respects the consumer.)

Marta Tellado

—Marta L. Tellado, president and CEO of Consumer Reports, quoted in La Opinión, the largest Spanish-language daily newspaper. The article emphasizes our commitment to revitalizing the consumer movement, focusing on creating culturally relevant content for new audiences,
and becoming more agile in the digital arena.

Radio Interview with Marta Tellado
Reaching younger, diverse audiences Engaging more consumers through multiple platforms.

Consumer Reports is listening to a wide array of voices.

Consumer Reports is listening to a wide array of voices. We need to expand our reach to new audiences including African-Americans and Latinos to deepen our awareness of challenges facing all consumers. As diverse communities continue to grow and flourish—engaging in the marketplace at unprecedented levels—it is imperative that their needs are understood and their voices amplified. A diverse democracy requires diverse input into matters of policy, economics, and consumer culture, and Consumer Reports is committed to ensuring that these conversations inform our work.

Together we can create a market that responds to the needs of all Americans, particularly those that historically have faced a higher risk of being excluded from having a voice in the marketplace. That means developing new channels and opportunities for dialogue and engagement. Our CEO, Marta Tellado, has already started that conversation on Telemundo’s award-winning show, “Un Nuevo Día,” the second-largest Spanish-language morning show. Our testers were featured recently in La Opinión, the largest Spanish-language daily newspaper.

Building a more inclusive, responsive market also means looking at products that are directly relevant to diverse audiences. In 2014 we tested popular soft drinks for a potential carcinogen known as 4-MeI, including Malta Goya, made by Goya Foods, which calls itself “the premier source for authentic Latin cuisine.” Our results showed comparatively high levels of 4-MeI, but when we retested this year, levels had dropped considerably, which we were happy to see.

We were invited for the first time to the Multicultural Women’s National Conference, where Marta L. Tellado participated on a panel, “Leadership Story Talks: Remarkability in Leadership.” Marta shared some challenges, lessons, and triumphs from her own personal leadership journey. The audience included two of our staff leaders from our Diversity and Inclusion program.

$3.1
trillion

Combined purchasing power of U.S. Latinos, African-Americans, Asian-Americans, and Native Americans.

What’s next?

In the next year we will be reaching out to new partners and platforms across a broad spectrum of communities. Our goal is to develop effective strategies and content that reflects the needs of all consumers.

$3.1
trillion

Combined purchasing power of U.S. Latinos, African-Americans, Asian-Americans, and Native Americans.