How important is language for Latinos?

Spending time with family this past summer, I was made aware of how multilingual Latino individuals can be. My mother-in-law came to visit from Puerto Rico a few weeks ago and we all gathered for a cookout one day. It was interesting to see the various ways everyone would communicate and interact. My mother-in-law practically spoke all in Spanish. My wife, who grew up both in Puerto Rico and the U.S., easily toggled between English and Spanish. The younger generations, who spoke primarily in English, would occasionally try their hand at Spanish with our visiting matriarch. Yet, despite our various levels of bilingualism, we all able to share together as a family. Assuming our family is just as common as many other Latino families, to what extent should language determine how companies and organizations connect to Hispanics in the U.S.?

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