17611: On Annual Hispanic Heritage Month Pleas.

Advertising Age published the obligatory annual Hispanic Heritage Month perspective titled, “Hispanic growth is reshaping America—is your brand keeping up?”

Answer: ¡No!

Hispanic growth is reshaping America—is your brand keeping up?

By Flor Leibaschoff

This Hispanic Heritage Month, we’re happy to report that the stereotypes are finally moving out. We’re not just your gardener anymore. We’re your next-door neighbor now, too.

In 2025, Hispanic households accounted for essentially all of the net homeownership growth in the U.S. And a handful of brands have already figured out what that means for them.

Census data compiled by the National Association of Hispanic Real Estate Professionals shows Hispanic households added 441,000 net new owner-households last year, the largest single-year gain on record. Strip out Hispanic buyers and the country ends 2025 with roughly 125,000 fewer homeowners than it started with. Hispanics now represent 10.2 million homeowners nationally, an all-time high, and drove 92.6% of all new household formation.

The other half of the story is who’s building the homes: 18.8% of Hispanic-owned businesses are construction businesses, more than any other industry. Those businesses have grown by 75% in five years, while Hispanic-owned employer businesses overall grew 44.4%. That’s compared to 0.46% for all U.S. employer businesses.

The Home Depot, a brand I had the honor of working with for over eight years, already built its playbook around that overlap: Hispanics make up roughly 30% of the construction workforce and a “good majority” of its pro customer base, per the company. Its “Latina Doers” campaign and 15 years investing in this audience just earned The Home Depot the 2026 HMC Marketer of the Year. Molly Battin, chief marketing officer, put it plainly: “The Hispanic customer is not a segment for us; it’s central to how we think about growth.”

Ikea also moved on the Hispanic buyer. It launched a full Spanish-language e-commerce experience in the U.S. in July 2024, not as a campaign moment but as a permanent shopping infrastructure, with bilingual customer service built in. That’s a global furniture brand betting on Latino household formation well before this year’s numbers confirmed it was right to.

On the building side of the business, CertainTeed, a Saint-Gobain brand, runs a national program that provides Hispanic contractors with bilingual business training, credentialing and warranty benefits, helping the pros keep building, not just houses but their legacy. “We love helping our contractors build more than trust with homeowners; we help them build their legacy,” says Ana María Pulido, senior manager of CertainTeed, who leads the company’s Latino contractor initiative.

Sherwin-Williams is doing something similar for painters: its 2026 Leagues Cup push, “Gana con los Pros,” pairs sweepstakes and in-store activation with an existing platform, Acá Entre Pros, built specifically for Hispanic paint professionals.

That’s four categories moving forward:

• General retail

• Furniture

• Roofing and building materials

• Paint

Someone, please tell the Wayfairs of the world, they’re leaving money on the table.

Speaking of money, banks and mortgage lenders should be paying attention, too. Hispanic buyers are twice as likely as non-Hispanic buyers to use FHA financing, the exact product D.R. Horton, Lennar, Rocket Mortgage and United Wholesale Mortgage all sell at scale.

The data’s out there: Brands treating this as core infrastructure are naming it as their growth strategy in public, and watching their ROI move because of it. The ones still treating it as a seasonal moment are standing next to competitors who already made their move.

Speaking of moving, it’s time to move on this trend and start investing in the Hispanic market, vecino.

17217: Closing Out 2025 Hispanic Heritage Month.

17201: Underrepresented Voices Having Their Say.

Advertising Age published another Hispanic Heritage Month perspective, imploring brands to engage underrepresented voices.

 

This op-ed comes from the CEO of Lerma Advertising, a multicultural marketing shop with historical ties to The Richards Group—now known as TRG.

 

Don’t expect any color commentary from Stan Richards.

 

Why brands must lead with underrepresented voices to grow

 

By Pedro Lerma

 

I’ve been in this business long enough to know one thing: The future doesn’t look like the past. Too many marketers are clinging to what they believe is the “mainstream,” afraid that if they lean into underrepresented voices, they’ll lose their base. But here’s the truth: The mainstream doesn’t look like it used to. America doesn’t look like it used to. And neither do the audiences driving growth. So, what to do?

 

The case for the underrepresented

 

First, we need to get real. The “underrepresented” aren’t niche audiences. They are cultural powerhouses who represent enormous growth opportunities. And the underrepresented are different for each brand.

 

Whether it’s Hispanic Americans, Black Americans, Asian Americans, women, LGBTQ+ communities or people with disabilities, they aren’t sitting on the sidelines. They’re creating businesses that drive our economy, the music we dance to, the books we read, the shows we binge, the fashion we wear, the food we crave, the podcasts we stream, the slang we speak and the movements we follow.

 

Kantar research shows that 75% of all consumers say a brand’s degree of representation influences their purchase decisions. That means when you lead with underrepresented voices, you have an opportunity for “positive spillover.” In leading with the underrepresented in stories based on universal human truths, you’re not just talking to the underrepresented—you’re deepening your connection with your legacy customers, too.

 

What holds brands back?

 

I get it; it’s not easy. In today’s environment, every campaign lives in a political context. And that makes brands and agencies nervous. But here’s the reality: staying homogeneous doesn’t protect you; it exposes you. Playing it safe is a mirage and a one-way ticket to irrelevance.

 

Some brands worry they’ll alienate their core audience. My experience? The opposite happens. When you tell a story with empathy, nuance and cultural fluency, it resonates universally. You don’t lose people; you pull them in.

 

Here’s how brands have succeeded:

 

Earn the right to tell the story

 

First, don’t fake it. I once pitched a concept about gender pay equity to an automotive client. They loved it, but believed they still had work to do internally before they could authentically tell that story. It was a humble and wise move on their part because audiences can smell performative behavior from a mile away.

 

Invite them to the table

 

Include people from the community you’re representing in your creative development and validation process. The right voices early on make all the difference.

 

Start with the story, not the segment

 

I loved this Amazon ad featuring and narrated by a user experience designer who is deaf. While I have not experienced hearing loss, Brendan’s story still moved me deeply and made me feel better about the brand. I also expect that people who are deaf or have experienced hearing loss feel seen in a deeper, more personal way.

 

Make underrepresented audiences the hero—not the afterthought

 

When Modelo celebrated Hispanic NFL players and mentorship, it wasn’t about being political. It was about empowerment.

 

Design for cultural relevance, then scale universally

 

Cheerios once told a story about an interracial family. It meant a lot to that specific audience, but it also appealed to any parent of a precocious kid.

 

Use cultural catalysts

 

With the World Cup and Olympics on the horizon, brands have the chance to consider important questions like “Will our communications follow past recipes?” or “Will we use these massive moments to feature new heroes in our storytelling?”

 

Be humble

 

Get ready for feedback—and listen. If you miss the mark, own it. Respond with humility and a willingness to grow. That’s how you build trust that lasts.

 

Leading with underrepresented audiences is a superpower, and the choice is clear: Cling to yesterday’s assumptions, or embrace tomorrow’s audiences. Those who do the latter will not only grow their revenue—they’ll be shaping the future.

 

When brands make space for everyone, everyone shows up.

17196: All Multicultural Marketer Pitches Look Alike.

 

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.

17191: Microaggressions, Microcelebrations, Mariachis.

Campaign published a perspective titled and subtitled, “What brands still miss about Hispanic audiences beyond Hispanic Heritage Month—There’s a huge opportunity for brands willing to see past the characterizations and tired tropes.”

 

Admittedly didn’t bother to read beyond the headline and subhead, as viewing the content requires a paid subscription.

 

Besides, perusing the piece in its entirety is not necessary, as the viewpoint has been delivered regularly before, during, and after every Fill-In-The-Minority Heritage Month for decades.

 

The wrap-up usually implores, “Celebrate Fill-In-The-Minority culture during Fill-In-The-Minority Heritage Month—and all year long!”

 

Then brands respond by ignoring Fill-In-The-Minorities for the other eleven months or tossing them occasional crumbs.

 

And in these anti-DEIBA+ times, feigning interest for even a single month—or single day—rarely happens.

 

Adios.

16777: Hasta La Vista, National Hispanic Heritage Month.

 

Ads Of The World features collections for Chinese/Lunar New Year, Earth Day, Halloween, Holiday (Christmas), Ramadan, Valentine’s Day, International Women’s Day, April Fools’ Day, Father’s Day, Mother’s Day, and more.

 

But there’s nothing for National Hispanic Heritage Month. ¿Por qué?

16776: Prioritizing Pets Over People Of Color…?

 

Like most White advertising agencies, FCB did not commemorate National Hispanic Heritage Month via social media posts. However, the global enterprise did celebrate International Dog Day.

16774: Performative Posts, Paltry Patronization.

 

The few White holding companies and White advertising agencies that commemorated National Hispanic Heritage Month delegated the duties to resident Latino ERGs. ¡Ay, caramba!

16420: For Cybersecurity Awareness Month, Click Here Now.

 

Cybersecurity Awareness Month has been around since 2004; however, the event feels like yet another diversionary stunt to avoid addressing racial and ethnic equality—and it probably receives far more attention than Black History Month, Asian American, Native Hawaiian, and Pacific Islander Heritage Month, Hispanic Heritage Month, and National Native American Heritage Month combined.

16414: Winging It At The Former WingLatino.

 

This Mass Mutual commercial hypes empowering Hispanic business owners, presumably to celebrate National Hispanic Heritage Month. Except the credits show it was created by Grey—a White advertising agency—which is sort of a slap in the face to Hispanic-owned agencies, no?

 

Later learned the following from HispanicAd.com:

 

“At the end of 2018, WPP parent corporation of Grey decided based on pressure from key clients like Procter & Gamble, that multicultural talent needs to be integrated in all vertical and horizontal levels in the agency structure. WING employees and talent will be integrated under the Grey New York agency and will not function as a separate division within the WPP and Grey Network.”

 

And here’s the hype from WPP.com:

 

“Wing (formerly known as WingLatino) is a leading full-service marketing communications agency focused on the intersection of the U.S. Hispanic, Latin American and general markets. Founded in 1979 as one of the pioneering agencies in Hispanic marketing, today we are re-imagining what it means to be an agency in the Latino space. Our client roster includes some of the world’s most recognizable brands and we are headquartered in New York with offices in Miami. For a look at who we are and what inspires us, visit www.insidewing.com”

 

In short, it appears that a once-independent Hispanic shop was absorbed into Grey by WPP, appeasing alleged demands from clients such as Procter & Gamble to diversify the White advertising agency.

 

Can’t help but wonder about the truth behind the scenario. Did WingLatino lose its minority-owned status—along with a website that has seemingly disappeared? Are the former WingLatino employees really integrated? Do they receive equal opportunities—and salaries—versus White Grey peers? Are the cross-cultural efforts fully cross-functional, or must the Hispanic staffers deliver segregated services with crumbs for marketing budgets?

 

Mass Mutual gushes over empowering Hispanic business owners. Did WPP and Grey empower Hispanic business owners—or overpower them into assuming second-class citizenship?

 

¿Qué pasa?

 

 

16410: Nissan Drives Down A Familiar Road.

 

Nissan rolls out the standard minority leaders salute for National Hispanic Heritage Month. The other eleven months take a different route.

16392: US Postal & Piñatas Service.

 

USPS celebrates National Hispanic Heritage Month with new Piñatas! Stamps. So, go postal on piñatas!

16391: Translating Stereotypes In Spanish…?

 

Digiday Media’s Worklife published the obligatory National Hispanic Heritage Month report, spotlighting Republica Havas. Interviewees presented the standard multicultural marketing speak:

 

“For 30 days, corporate America will celebrate my community, but for the remainder of the year, corporate America ignores my community.”

 

“The Latino community in the United States is many times still untapped for companies. If you don’t have a multicultural plan that includes a focus on the Hispanic market, you’re missing out on a big opportunity to connect with a consumer base that is extremely brand loyal.”

 

“Diversity should begin at the bottom with interns all the way up to the board of directors to include a healthy representation of Latinos at every level.”

 

Surprisingly, there were no mentions of migajas…

 

‘Corporate America ignores my community’: Unlocking the $800 billion Hispanic business sector

 

By Cloey Callahan

 

Twenty-five nationalities are represented within the 200-person staff at creative, media and communications agency Republica Havas.

 

That includes folks from Mexico, Argentina, Colombia, Puerto Rico, and Spain, to name a few. It’s what co-founder, chairman, and CEO Jorge Plasencia says makes the agency stand out.

 

“If we were monolithic to one group, then you’re not bringing the perspectives from all these different nationalities, but also all these perspectives,” said Plasencia, whose agency is based in Miami. “There are 20 countries that speak the language and there are a lot of things that string us together as Latinos, but at the same time, there are a lot of nuances based on the country you’re from. It makes our work richer and deeper.”

 

Diversity equity and inclusion is important every month of the year, but Sept. 15 through to Oct. 15, specifically celebrates national hispanic heritage. Over 51% of the population growth in the U.S. is Hispanic, according to the Pew Research Center. And there are more than 60 million Hispanic Americans contributing to culture and society. Business is a part of that. In the next decade, according to the Department of Labor, over 78% of new entrants into the American workforce will be Hispanic.

 

“I grew up really proud of having been born in the United States and being an American, yet very connected to my Latin roots and culture,” said Plasencia, whose parents fled from Cuba after the revolution in the ‘50s and moved to Miami to start over. “I call myself a 200 percenter because I live both my cultures.”

 

He built the agency in the early 2000s with his co-founder Luis Casamayor by taking on projects that bigger agencies wouldn’t. Today, they’ve grown to work with household names including Toyota, Walmart and AARP.

 

And this year, they launched a special campaign, #SpeakHispanic, to continue raising the voices of Hispanic communities. It’s built around Latino-centric context that aims to spark inclusive conversation and debunk stereotypes that go beyond heritage.

 

“It’s about continuing to do our part in having CEOs, CMOs, board of directors, understand that we have clients today that tell us their double digit growth over the next five to ten years will come from the Hispanic community,” said Plasencia. “The Latino community in the United States is many times still untapped for companies. If you don’t have a multicultural plan that includes a focus on the Hispanic market, you’re missing out on a big opportunity to connect with a consumer base that is extremely brand loyal.”

 

Selig Center for Economic Growth data indicates that Hispanics, 20% of the U.S. population, are surpassing a purchasing power of $2.5 trillion, an amount greater than the GDPs of Russia, Canada or Italy.

 

That’s where the United States Hispanic Business Council comes in. USHBC is a non-profit organization that is the leading voice for the Hispanic business community. This council has found a variety of topics impacting the community, including the need for diversity and representation in business and media. Hispanics hold less than 4% of board seats.

 

“For 30 days, corporate America will celebrate my community, but for the remainder of the year, corporate America ignores my community,” said Javier Palomarez, president and CEO.

 

He’s trying to extend that synergy year-round, especially with the lens that DE&I is ultimately a smart business move, especially knowing how loyal this community is to certain brands and the value of this growing population as future consumers.

 

“When you look at some pockets of this nation right now, especially in the political arena, diversity is coming under attack,” said Palomarez. “It’s an early warning sign that we need to look at diversity from a different lens. Diversity for the sake of diversity is not the right approach. But it makes business sense.”

 

Diversity of thought is increasingly important and a reason why Palomarez encourages corporations to be proactive when it comes to hiring people from all different backgrounds. It’s giving yourself an honest assessment by asking questions like what markets are you serving today, what markets do you want to expand to, where are you underperforming, what does the consumer of the future look like, and so on.

 

“The answer to those basic questions should guide the diversity of the business,” said Palomarez. “Diversity should begin at the bottom with interns all the way up to the board of directors to include a healthy representation of Latinos at every level.”

 

USHBC advocates for 4.5 million companies that contribute a total of $800 billion to the economy. But besides this, they help companies get to where they need to be when it comes to diversity. For example, Palomarez had just gotten off a call with a well-known bank that didn’t have one Hispanic person on its board of directors. It was broken up into seven white people and three Black people.

 

“I made my thoughts known,” said Palomarez. “We set out to help and present the truth through collaboration, but there is a lot of work to do.”

 

Claudia M. Mirza agrees that the lack of representation in boardrooms is enough. She’s the co-founder and CEO of the Akorbi Group who led the company’s evolution from a small Spanish language translation platform to one of the world’s largest, woman-owned and U.S.-based language service providers with annual revenues of $55 million. She immigrated to the U.S. from Colombia in 1997, breaking away from her family’s path of working in agriculture and joining corporate instead. The El Paso, Texas-based company has around 700 employees.

 

“It makes a lot of sense to bring the perspectives of Latinos and understand diversity of thought in the boardroom,” said Mirza.

 

But she’s also happy to be based in America: “It’s a remarkable place for you to accomplish any dream you have.” And she, like many other Latinos, brings her entrepreneurial spirit with her.

 

“Latinos, especially Colombians, due to the lack of formal employment opportunities, are really great entrepreneurs because some people have to sell arepas, other people are selling clothes,” said Mirza. “We have all of this informal business in order to make a living. I didn’t know that type of survival could make us great entrepreneurs some day.”