Latino audiences are driving growth … and smart brands already know It

For years, marketers treated Latino consumers in the US as a niche segment. Today, industry leaders say that mindset is no longer just outdated — it’s bad business. By Claudia Sofía Smolansky Urosa, US Hispanic Editor, PRODU 

As Brands navigate cultural shifts, economic uncertainty and increasingly fragmented audiences, executives across agencies, media, technology and marketing agree on one thing: the brands outperforming the market are the ones that recognised early that Latino audiences are not a side conversation, but a defining force shaping the future of American culture and consumer behaviour.

From creative agencies to data-driven platforms leaders say the companies winning with Latino consumers are the ones investing beyond translation, beyond token campaigns and beyond seasonal visibility. They are building long-term cultural relevance.

“The difference between simply reaching people and truly connecting with them lies in understanding their heritage and culture,” says Isaac Mizrahi, co-president & CEO of alma. “That’s the key that unlocks the door to the consumer’s heart and soul. And that door is the secret to staying relevant.”

That relevance is increasingly tied to growth. Latino consumers are among the youngest, fastest growing and most influential audiences in the US, shaping everything from entertainment and food trends to technology adoption and purchasing behaviour.

Alvaro Luque, CEO of Avocados From Mexico, says the brands succeeding today are those that have intentionally embraced Latino audiences as part of their long-term growth strategy rather than treating them as an afterthought.

“They have been incredibly intentional and effective in how they engage Latino audiences as a core part of their growth strategy,” Luque says. “They have done so by celebrating the culture and inviting others to join them.”

Luque pointed to Avocados From Mexico as an example of how cultural relevance can drive mainstream success. “Avocados, like guacamole, have become part of the mainstream,” he said. “Their creative centres on the nuances but brings forth the universal truths.”

That strategy, he adds, has helped demonstrate that investing in Hispanic culture is not something brands should pivot away from, but something they should fully embrace. “Inclusive marketing is future-facing, growth-oriented and increasingly central to all consumers,” Luque says.

For Aldo Quevedo, CEO & creative chairman of BeautifulBeast, and Flor Leibaschoff, co-founder & chief creative officer of the agency, the issue is no longer whether the US is changing — but whether brands are willing to acknowledge it.

“Brands that are investing understand that the US has already changed,” they say.

Quevedo and Leibaschoff argue that many brands still underestimate the scale of Latino influence despite decades of evidence. “Today, the Latino GDP is the fifth-largest economy in the world, growing twice as fast as the rest of the country,” they say. “Yet brands dedicate only 4% of their advertising investment to this audience.”

According to them, the problem is not strategy but attention: “There’s no one at the decision-making table who truly understands the culture and pushes their peers to see it.”

They also emphasise that Latino audiences reward brands that remain present during difficult moments. “Brands are like friends — the ones who disappear when things get difficult are unforgivable,” they say. “The brands that stay present during hard times build a level of loyalty so deep that even price increases are forgiven.”

Elias Weinstock, chief creative officer of Casanova//McCann, echoes the idea that investing in Latino audiences is no longer simply about inclusion — it is about economics.

“Brands that invest in Latino audiences understand that the Hispanic market is currently a major growth engine for brands — and will become even more so in the future,” Weinstock says. “Beyond politics and social pressures, investing in the Hispanic market simply makes economic sense.”

That sentiment was shared by Veronica Elizondo, chief creative officer at Conill, who said brands ignoring Latino audiences are missing one of the most dynamic opportunities in the marketplace. “Latinos are the youngest and fastest growing segment in the US, and they’re shaping culture, how people use technology and what trends take off,” she says. “The influence is there — and the economic power is undeniable.”

But she warned that authenticity matters. “If you’re going to step in, just know you have to commit,” she says. “Be respectful, be consistent and do it in an authentic way. People will notice right away if you’re not.”

Tanya De Poli and Checha Agost Carreño, founders and CEOs of Founders, said the market’s biggest mistake is continuing to think of Latinos as a minority audience instead of recognising them as a defining force in the country’s future. “Latino influence is no longer an emerging trend — it is a reality reshaping the center of gravity in the US,” they say.

They argue that Latino power now extends far beyond demographics: “Latino power is no longer measured solely by demographic size, but by its ability to define trends, influence elections and drive billions of dollars in consumer spending.” Omar Quiñones, chief strategy officer at Lerma/, believes the industry is still framing the conversation incorrectly. “Latino culture is not a secondary opportunity,” he says. “It’s the leading edge of growth.”

For Quiñones, brands that understand Latino audiences recognise something deeper: “Latinos are not just an engine for your business, they are the most influential voice shaping trends and tastes, and what becomes mainstream next. This is not multicultural marketing. It is future-market strategy.”

Technology and data leaders also say the next evolution of Latino marketing depends on precision and cultural nuance.

Camila Quintana, sales director LATAM at LOCALA, said brands often fail when they assume there is a single Latino audience. “What many brands still overlook is that there is no single ‘Latino audience,’” Quintana says. “There are major differences across markets, cities — and even local consumer behaviours.”

She explains that campaigns perform best when brands understand how Latino consumers move between physical and digital spaces in their everyday lives: “The campaigns that truly perform are the ones that create local relevance and connect with people based on their real behaviours and interests.”

Rafael García, CMO of Numatec, agrees that brands are moving beyond broad demographic assumptions toward a more behaviour-driven understanding of Latino consumers.

“This audience cannot be approached as a uniform segment, nor defined solely by demographics or broad interests,” García says.

For García, the combination of data, technology and cultural understanding is what ultimately drives stronger business results. “That’s where data, technology, and cultural insight make it possible to activate campaigns that are more relevant, more efficient and ultimately deliver greater business impact,” he said.

Across the industry, the consensus is becoming increasingly difficult to ignore: brands that invest in Latino audiences are not chasing a trend. They are aligning themselves with one of the most powerful economic and cultural forces shaping the future of the American market.

And as younger Hispanic generations continue to redefine what mainstream America looks like, many executives believe the brands that fail to recognise that shift may soon find themselves struggling to stay relevant in a market that has already moved on.