Advertising Age published a perspective titled, “Why Hispanic Heritage Month must be more than a marketing campaign”—supporting the observation of an earlier post.
That is, multicultural marketers deliver cookie-cutter commentary before, during, and after every Fill-In-The-Minority Heritage Month.
The content in Ad Age opened by declaring, “It’s that time of the year again.”
Then the author regurgitated the routine plea for billable business throughout the entire year—which brands ultimately ignore every year, again and again.
It’s time to write a fresh brief to inspire more convincing calls for cultural commitment and crumbs.
Why Hispanic Heritage Month must be more than a marketing campaign
By Fran Leibaschoff
It’s that time of year again. The moment when brands suddenly remember how much they supposedly value the Hispanic community.
The volume goes up. Bad Bunny, Shakira, Maluma. The parrilladas light up. The sobremesas get longer. Everyone’s ready to celebrate.
But this year, the vibe feels different. While some are putting on their fiesta faces, others are quietly shrinking back, feeling invisible, left out or altogether forgotten.
And no, this isn’t about being overly sensitive or playing the novela card. This is about the very real cultural and business moment we’re in. It’s a moment when the lines between DEI and Hispanic marketing are blurred, and not in a good way. And while some brands are doubling down, others are quietly pulling back just when they should be leaning in.
Let’s pause for a quick reality check.
There are more than 60 million Hispanics in the U.S. We’re not a niche. We’re not a trend. We’re not going anywhere.
We’re raising families, building businesses, shaping culture and driving economic growth. We’re the youngest and fastest-growing demographic in the country, with a median age of 30 and more than 75% U.S.-born.
The latest data we have indicates that we are now contributing more than $ 4.1 trillion to the U.S. economy (growing at 4.4% annually). U.S. Latinos would rank as the fifth-largest economy in the world.
And yet, too often, we’re treated like an afterthought.
Hispanic marketing isn’t about checking a box or filling a quota. It’s not a seasonal campaign. It’s not charity work. It’s smart business. It’s a strategy. It’s about understanding culture, nuance, values and building authentic relationships that last.
Let’s also be clear. DEI is about equity and inclusion within organizations. Hispanic marketing is about connecting with real people in the real world in ways that resonate and convert.
They are not the same. And when budgets get tight or DEI becomes politically uncomfortable, guess which investment usually disappears first? Bingo. We’ve seen it time and again. And it sends a message, even if it’s unintentional.
During Hispanic Heritage Month, brands face a choice. They can show up meaningfully, not just with maracas and hashtags, but with a long-term vision.
Or they can sit it out. But understand what that signals to a community that shows up every single day, to work, to build, to buy, to lead, and yes, to celebrate.
I’ve spent more than two decades working with this audience. One thing I can tell you: Latinos are incredibly loyal. But we also notice who’s there for the long haul and who shows up only for the party.
So, if you’re asking what’s the right way to show up, here’s a start. Let Hispanic Heritage Month be the kickoff, not the culmination. Make it the start of a deeper commitment. Not a one-month campaign but a lasting relationship.
If Latinos already account for approximately $4 trillion in U.S. purchasing power in 2024, wouldn’t it make sense to allocate a proportionate share of your marketing budget?
After all, much of your Gen Z audience is Hispanic-born and represents the future. Hispanics are significantly overrepresented in younger demographics.
Yes, we know how to throw a party. But even more, we know how to build. We bring creativity, resilience, pride, and passion to everything we do. And we’re ready to stand with brands that stand with us, not just in September, but always.
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