Jorge Plasencia, co-founder, chairman and CEO, Republica Havas
As one of the youngest and fastest-growing demographics in the U.S., brands really need to be authentic with their marketing strategies. Hispanic marketing cannot be a one-size-fits-all approach. A recent report from Nielsen, La Oportunidad Latinx, Cultural Currency and the Consumer Journey points out that if brands are not attuned to Latinx values and habits, they risk missing out on this powerful market, which is reshaping the U.S. mainstream.
Danny Hernandez, director of communications and pr, Forsman & Bodenfors New York
Ultimately, marketers need to realize their picture of a Latinx person is often narrow-minded and unrealistic. If they want to tap into this rich and diverse demographic—the right way—it’s time to not only hire diverse professionals, but more importantly, expand the depictions they present to be far more inclusive and reflective of the rich community and history they come from.
Mike Valdes-Fauli, president and CEO, Pinta
Hispanic Heritage Month is a mixed bag. On the positive side, it’s a moment to pay respect to this burgeoning demographic that can no longer be ignored. Any time a group is honored, that’s a good thing. However, it’s a slippery slope for this to become a purely commercial pursuit, laden with offensive stereotypes from brands that only pop in on Sept. 15 every year. No more piñatas and Mexican burros! The trick is to lead with insights instead, and demonstrate a commitment to the community year round. If you do that, it’s not just a CSR program…it’s a recipe for major revenue streams from a loyal demographic.
