Marketing to Hispanic consumers—why agencies need diverse creative teams

As we celebrate Hispanic Heritage Month, it is crucial to acknowledge the rich cultural contributions of Latinx (the term I prefer) communities and examine how they navigate spaces that have historically marginalized their identities. One of the most remarkable yet often overlooked skills that many Latinx professionals possess is the ability to effortlessly code-switch—the ability to switch between languages or dialects depending on the social context. While such linguistic dexterity allows for smoother navigation in predominantly white, English-speaking work environments, it also underscores the pressure to conform and the lack of space for authentic cultural expression. Nowhere is this tension more apparent than in the creative advertising industry, where representation and authenticity are crucial to success. Despite the industry's growing focus on diversity, the representation of Latinx professionals—particularly in leadership roles—remains alarmingly low. While Latinx individuals make up 19% of the U.S. workforce, they represent only 9.5% of employees in the advertising industry and even fewer in creative leadership roles. According to a report by the Association of National Advertisers (ANA), only 7.8% of senior roles in advertising are held by Latinx professionals, despite their significant cultural and economic influence. See Ad Age’s 2024 Breakout Brand Leaders and Work here This disparity is not just a missed opportunity for equity; it’s a lost business advantage. Latinx consumers have $2.7 trillion in purchasing power, making them a critical demographic for brands. Some companies, such as Toyota, have recognized this potential and taken meaningful steps to authentically engage with Latinx audiences through culturally resonant campaigns. Toyota’s "Hybrid” campaign, for instance, celebrates the diversity within the Latinx community and their stories of family and perseverance. This campaign, featured prominently on platforms such YouTube, effectively blends Spanish and English, creating a connection with bilingual and bicultural consumers. Similarly, other major brands including McDonald's have launched marketing efforts such as “Latino Proud” to show their commitment to diversity in their advertising strategies. These campaigns are designed by diverse creative teams that understand the nuances of Latinx culture, a vital factor in developing authentic messages that resonate deeply with target audiences. However, these examples remain the exception rather than the rule. Without more Latinx voices in creative and strategic decision-making roles, brands risk missing the mark on how to effectively reach and resonate with this audience. Latinx professionals bring not only diverse cultural perspectives but also the ability to code-switch and navigate multiple social contexts—skills that are invaluable in crafting nuanced, authentic messaging. For many Latinx individuals, code-switching goes beyond mere language. It encompasses a constant negotiation between identities—adjusting behavior, appearance and mannerisms to fit into the dominant culture of the workplace. Although this adaptability is a skill that allows for survival and success in corporate and creative settings, it often comes at the cost of one’s authentic self. In many ways, code-switching is a superpower. It requires quick thinking, cultural awareness, and emotional intelligence. However, relying daily on this skill can be mentally and emotionally exhausting. The expectation to downplay certain aspects of one’s culture—whether it’s language, traditions or simply the way one expresses oneself—creates an environment of conformity rather than inclusion. Over time, this can erode morale, diminish creativity and stifle innovation, particularly in fields such as advertising that thrive on fresh, innovative thinking. As leaders in the creative advertising industry, it’s time to recognize the silent burden that code-switching places on Latinx employees and to create environments where they feel comfortable bringing their whole selves to work. The benefits of such inclusion are well-documented. A 2022 McKinsey report found that companies with high diversity in leadership are 35% more likely to financially outperform their peers. At a time when stakes couldn't be higher for the way brands navigate culture, not only are authenticity and cultural resonance key to building trust with consumers, but diverse teams are more likely to craft campaigns that resonate with multicultural audiences. A-List & Creativity Awards Enter for a chance to be recognized as the best in advertising Submit your entry here To create space for authentic cultural expression, leaders must move beyond token diversity initiatives. Instead, they should foster environments where multiple identities are not only accepted but celebrated. This can be achieved by increasing the recruitment of Latinx professionals into creative roles, promoting bilingualism and encouraging diverse perspectives in decision-making. Mentorship programs tailored to support underrepresented groups and provide pathways to leadership positions are also crucial. Furthermore, the data shows that inclusion has tangible business benefits. Companies that prioritize diversity in creative industries report 2.3 times higher cash flow per employee than their less diverse counterparts. Given the critical need for creative agencies to stay relevant and innovative in a competitive market, the inclusion of Latinx perspectives is not just beneficial—it’s essential for long-term success. Hispanic Heritage Month is an opportunity not just to celebrate diversity in advertising campaigns, but to take an honest audit of the structural changes that need to happen to support the Latinx community within agencies. Embracing the unique strengths of Latinx code-switchers is a crucial step toward creating a more inclusive, dynamic, and innovative workplace. Let’s stop asking our Latinx employees to fit into a mold and start empowering them to bring their full selves to the table. Only then can we unlock the true power of diversity in creative industries. Brands on the rise A look at up-and-coming brands disrupting their categories Read more here

Marketing to Hispanic consumers—why agencies need diverse creative teams

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