Hispanic Heritage Month is not enough—why brands must engage Latino consumers year-round

From Toyota to Converse, brands launched campaigns for Hispanic Heritage Month 2024. But what about the other 11 months of the year? Even though this vast and diverse consumer group is the fastest-growing in the U.S.—making up 19% of the population and with buying power expected to increase to more than $2.7 trillion by 2026—only 6% of advertising investment goes toward targeting it. Why are brands still overlooking brand-loyal, high-spending Hispanic consumers? Too many brands are failing to think beyond stereotypes or events such as Hispanic Heritage Month when it comes to marketing to this community. Fifty-nine percent of Hispanics say brands aren’t doing enough to represent them in campaigns, according to Kantar research. A-List & Creativity Awards Enter for a chance to be recognized as the best in advertising Submit your entry here This is not just a question of ethics. Engaging this audience by truly representing them is a huge growth opportunity for brands. Kantar found that 64% of Hispanic consumers seek brands that acknowledge their culture (compared to 48% of the rest of the population), and 58% of Hispanics say that their culture, heritage and background influence their purchasing decisions. And along with their vast buying power, these consumers are far more brand-loyal than other demographics, research shows. So, how do you do this effectively without falling victim to stereotypes? It all begins with recognizing that the Hispanic identity is incredibly diverse, encompassing people from different countries, ethnic and socioeconomic backgrounds. Also read: A celebration of creative excellence for Hispanic Heritage Month For example, I was born in Uruguay where our culture involves a lot of asados, cumbia and mate. Although I share a lot of commonalities with our Venezuelan creative, Franco, his cultural references are quite different. So, before true representation can happen, marketers need to first accept that the old approach of adding stock imagery and Latin music to a preexisting campaign is not an effective way to market to this group. Here are some key approaches to take—and missteps to avoid—to tap into this often overlooked demographic. Representing Hispanic communities is a year-round activity By the year 2060, more than one in four Americans will be Hispanic. It is imperative to build a relationship with this community year-round. It is not enough to have a limited number of quick touchpoints and ad hoc solutions. This is deep work that requires research and investment. It is always most effective when it is authentic and consistent. Understand your target demographic The Hispanic population is the youngest demographic in the country. You can't apply the same strategy as the general market because the same rules don't apply. Get invested in your target demographic. Gain a deeper understanding of where they consume media and what makes them tick. Show them you care by communicating with them in an authentic way. Your audience will see through a surface-level approach. Working directly with Hispanic marketers, creatives and industry professionals will help to ensure the work is representative and will resonate with its intended audience. See Ad Age’s 2024 Breakout Brand Leaders and Work here Ditch the stereotypes More than half (53%) of Latino and Hispanic Americans feel their ethnicity is portrayed stereotypically in ads, according to a survey by Adobe. Our culture is so nuanced and layered, with different accents, dialects, food, music and much more. Be nuanced, get niche and embrace the incredible diversity of Hispanic identity. Invest in marketing that will resonate Simply translating a VO to Spanish isn’t going to cut it. Instead, invest in original content that’s relevant to the Hispanic community in all its diverse glory. Hispanic influencer marketing is emerging as a powerful force in helping brands connect with this audience. Being nuanced and insightful will boost loyalty. Heritage months and identity days are opportunities for brands to connect with and give their platform to different communities. But if marketers truly want to engage underrepresented demographics, they need to accept that investing in authentically representing the diversity of their consumer base should be a year-round activity. What are you going to do to start authentically reaching this community? Check out the latest Ad Age events and award programs

Hispanic Heritage Month is not enough—why brands must engage Latino consumers year-round

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