Those of us growing up as Gen Zers have matured alongside the internet and social media boom. As digital natives, we have quickly learned how to differentiate between when a brand is being authentic online and when it’s just quick to hop on the latest trend.

During our agency internship this summer, other interns and I were tasked with creating our own imaginary agency. We launched an agency called Hourglass, which focuses on crafting advertising campaigns that fully align with a client’s brand identity and values. Importantly, the work also represents the transparency and authenticity we believe should be a part of all of the work coming out of our mock agency.  

Gen Z values a strong brand personality as well as a developed brand image that consumers can resonate with and connect to. Trends are exciting and initially draw consumers to a brand, but authenticity is necessary to keep consumers engaged and loyal for the long run.

As a Hispanic/Latina Gen Zer, I’ve noticed that brands are quick to hop on the Hispanic Heritage Month bandwagon and celebrate online in a way that feels inauthentic. As brands rush to post what they assume is needed online to follow the trend, they lose credibility among audience members who care about cultural celebrations.

In order to connect with consumers in a more genuine way, agencies and brands need to do more than just posting a “Happy Hispanic Heritage Month” photo. They need to dig deep and highlight the voices of those who are influencing the industry and can speak to the experiences of the culture being celebrated. 

Here are three things I believe brands need to do in order to resonate with the Hispanic community:

• Highlight consumers, employees, brand ambassadors and creators who identify as Hispanic and have a genuine connection to your brand. Make sure they exhibit authentic brand love and that it does not feel disingenuous or forced.
• Understand the diversity of the Hispanic community, which is composed of a variety of different identities and cultures. Representing these differences showcases a deeper appreciation of Latino audiences.
• Avoid cliches or stereotypes that we see abundantly used in media and advertising. Stereotypes include “Spanglish” and heavy accents to name a few.

Hispanic Heritage Month is an important time for our community. Always remember that to connect with the Hispanic audience, your efforts should go well beyond one month of marketing activity.  Be sure you are paying attention to your diverse consumer base all year long and your authenticity will shine through.