Latino demographics have also changed the world of politics and the market of ideas. Intellectual entrepreneurs, however, have not changed as fast as business entrepreneurs. Their think tanks, especially those that are committed to the free society, have only recently created educational and policy programs targeting Hispanics. The Latino Partnership, of the American Principles Project, was founded in early 2010. The Heritage Foundation, which has the coveted Libertad.org domain, also started an outreach program in 2010. The Libre Initiative was founded soon after. Other efforts, mostly web based, such as Elcato.org, or Hacer.org, usually post Spanish translations….
Sharing the importance of the free-enterprise system with recent Hispanic immigrants requires a personal and hands on approach. Apart from communicating ideas, there is a need to learn to work within their culture. With many in public schools neglecting to teach the best freedom traditions, and with a federal government promoting entitlements rather than entrepreneurship, the task is not easy….
I completely understand those who fear that developing entire new programs to reach Latinos and other minorities might water down their incentives to learn our language, that it might weaken our vision of “e pluribus unum”—or “out of many, one.” As a U.S. citizen who was born in Argentina, I, for one, became enamored with the American dream and was ready to live it as an American, not as a minority, or as someone who needed to be approached in Spanish and offered salsa. In fact, I never even had salsa until I came to the United States.
The entrepreneurs who perfected the consistency, unique bottles, and applied the best marketing techniques to sell ketchup, learned that not all customers are alike. Latinos in the United States can watch at little or no cost several TV programs from their native lands, call their home abroad on Skype, and hear Latin music in Pandora. They remain close to their customs. They want salsa, so entrepreneurs give them salsa.
Intellectual entrepreneurs working for the free society also meet Latinos who want salsa. Giving them ketchup with a label in Spanish will not do the trick.