If Latinos in the U.S. were an independent country, their GDP would be the world’s fifth largest, ahead of the United Kingdom, France and India, according to a 2023 study from the University of California, Los Angeles.

While Latino audiences wield a great amount of economic power and influence as consumers, Latino traditions also greatly impact U.S. culture. Beyond Taco Tuesday promos, much of the current pop culture in the United States—from music to the “clean girl aesthetic” to “superfoods” like chia and quinoa—is directly imported from Latin America. 

Current pop culture trends tie back to Latino traditions but how can brands incorporate them into advertising while still creating memorable moments that pay homage to our heritage?

Not a uniform culture

This op-ed is timed to Hispanic Heritage Month, but “Hispanic” has plenty of negative connotations. I prefer terms such as Latina/o/e/x, with the understanding that it includes Brazil (non-Spanish speaking) but excludes Spain and Portugal.
 

Latin culture is not uniform by any means—we’re talking about a region that extends from the Caribbean to almost Antarctica. There are massive differences in language, music, food and popular culture among the countries and even regions.

The five largest “Hispanic” populations in the U.S. by origin group are Mexicans, Puerto Ricans, Salvadorans, Dominicans and Cubans. In California, the population is primarily Mexican, but in Florida, there are more Puerto Ricans, Venezuelans and Cubans.

To say, “Come here” in California, it’s “Ven aquí,” but in Miami, it’s “Ven acá.” With food, it’s gorditas and arepas, respectively. This is why the memeification of Latin culture is problematic, with controversial trends such as “Hot Cheeto Girl,” “Edgars,” and “Copy-Paste Latina” that put our diverse community into cliché boxes. 

Impact of Latino culture

Latino culture goes far beyond Mexican candy, takis or the infamous chamoy pickle. You might know that açai originates from the Amazon rainforest, but did you know that the quinoa in your breakfast bowl dates back 5,000 years to ancient Peru? The Caesar salad you had at lunch was created in Tijuana, Mexico. And tequila/mezcal was the second-fastest growing spirits category by revenue and volume in 2022, up 17.2% or $886 million to $6 billion in spirits supplier revenue in the U.S.

As many have discussed, much of the quintessential TikTok aesthetics can be traced to Latina (and Black) culture. These include nameplate jewelry, gold hoops, the “clean girl” slicked-back ponytail, Hailey Beiber’s brownie glazed lip and the coquette aesthetic—especially the Mexican-American chola style of the ’90s, which, as Vice points out, was an act of resistance against the loss of Chicano culture. 

Long before Bad Bunny sang “Todos quieren ser Latino” (everyone wants to be Latino), Canadian artist Justin Bieber won a Latin Grammy in 2017 for the remix of Luis Fonsi and Daddy Yankee’s “Despacito,” which was then the most-streamed single of all time.

Latin music has since dominated the airwaves with Bad Bunny claiming the top spot as the longest-charting artist of 2022, and both he and Karol G topping the Billboard 200 list in 2023. Mexican artist Peso Pluma and his signature corridos tumbados, which were once only regionally known, beat out mainstream artists including Taylor Swift, Drake and The Weeknd to be the most streamed artist on YouTube in 2023. 

Here are three ways brands can embrace Latino culture to reach the right audiences and empower them with stories that resonate:

Listen in

If you want to tap into the culture, then you need to meet us where we are. Listen to Spanish-language radio shows, follow digital outlets such as mitú, Latina and Remezcla, and look to influencers in those communities. They should already be part of your media diet! Take the time to truly assess if you’re seeing the full spectrum of American culture on your feeds. How else are you going to know when to go for a Becky G collab??

Make space

It’s 2024, so Latina/e/x/o people should already be in the room. If, for some reason, you don’t have us on staff, then secure freelancers of the culture so you have that perspective from a project’s inception. This leads me to a very important point: Actually listen to the people who are present and have opinions and lived experiences—and don’t shoot them down or minimize them if they have objections. You need diversity of perspective to thrive and resonate. The La Chingada campaign from agency Isla Mexico City for Pepsico is a great example of content made by and for Mexican audiences.

Pay homage

Jools Lebron, a trans woman of Puerto Rican heritage, recently went viral for her “demure and mindful” makeup routine. While some companies leveraged the sound or used her words for their marketing emails, others brought her into the fold. Because brands and companies are paying for her viral content, she is now able to fund the rest of her transition and that's a beautiful thing. This is a great example of getting “in” on Latino culture. Pay and lift up creators when they inspire your content. Think of it this way: You probably wouldn’t accept a pro bono brief from a multimillion-dollar company, right?

This Hispanic Heritage Month: enjoy your chamoy pickle and corridos, but recognize the influence the Latino community has had on English-speaking culture, and put your money where your mouth is when it comes to making campaigns that resonate.