Call me a bummer. Pesado. Or call me the son of a public school teacher (which is true). I am here to tell you to put the parties and pachanga aside this month.

It’s Hispanic Heritage Month! Party? No. Let’s do some homework.

I was lucky to go to the very first Hispanic Heritage Month celebration at Madison Square Garden as a kid. But even if I hadn’t, I never needed an excuse to celebrate where we’re from or where we’re going. For most of us (and in our opinion, for most marketers) Hispanic Heritage Month should be every month. Reading up on our history, celebrating the writers and poets that define our cultures or even just eating tacos and pupusas. There’s no need to wait for Sept. 15 for a celebration.

But with all that extra time I just saved you from Sept. 15 through Oct. 15, maybe I can suggest a far more constructive use of your time. Just like mom got me to do my homework before I went out to play, I’m going to encourage you to do the same this HHM.

This is officially the best time for businesses to take a deep strategic look to reevaluate their approach to growth, particularly the rapidly growing emerging majority led by the Hispanic community. Let’s take advantage of the fact that planning for next year is happening now.

We know the data and what a compelling case it makes. Nearly half of the U.S. population is majority multicultural, according to the U.S. census. And multicultural spending is growing faster than ever before and driving key category growth, according to the U.S. Bureau of Labor Statistics, with 90% of total U.S. spending being influenced by multicultural audiences.

We call this era into which the U.S. is moving the new mainstream. Because it’s more than just an audience, it truly is an era during which the majority of your growth will be driven by today’s multi-everything majority.

Now is the time to take action, especially if that action lasts longer than 30 days.

So, how can you best take stock of your brand or agency’s efforts to engage with Latinos? More importantly, how can you develop a plan for the year ahead, integrating that effort and intention into all of your marketing plans?

Here’s your Homework for Hispanic Heritage Month. I’ll mix it with a language lesson. My mom would have approved:

Assess ¿dónde estás?

Evaluate your current strategies for reaching and engaging Hispanic consumers. Are your efforts authentic, inclusive and relevant? Should you do some original research? Sure, if you have the time and money. But there are great secondary sources.

Does your agency invest in Simmons? Have you spoken to bespoke multicultural researchers such as Collage Group? Have you spoken to people close to your consumers in your own organization who can give you a sense of what’s working and what’s not? It’s remarkable how much is right at our fingertips.

Identify ¿pero qué pasó?

If you want to know what’s happening, identify gaps or areas where your brand may be falling short in terms of understanding and addressing the needs and preferences of the Latino community—and authentically taking action within your company. You have to walk the talk before you can reach consumers. Cultural honesty–for your brand and your audience–is the North Star.

Plan for ¿adónde vamos?

Create a comprehensive plan for the year ahead that outlines specific initiatives to improve your organization's connection with Latino consumers. And to get there, look for multicultural partners who have a deep understanding and authentic connection to the Hispanic and new mainstream community.

Hispanic Heritage Month is a powerful opportunity to make a meaningful difference. By shifting your focus from celebration to action, you can position your organization to better understand, engage, and serve the Latino community. Let’s love the homework for Hispanic Heritage Month!