‘Multicultural marketing existed long before DEI’

Understanding the US Hispanic audience requires authenticity and strategy, and industry leaders are urging brands to embrace the complexity and power of the Hispanic consumer for sustainable growth. Liz Unamo, US Hispanic editor at PRODU, focuses on the need for a more sophisticated approach to this marketplace.

A CHORUS of influential leaders in marketing, advertising and public relations has issued an urgent call to American brands: understanding and authentically connecting with the Hispanic audience is not merely an option for inclusion, but a fundamental strategic imperative for growth and relevance in today’s and tomorrow’s market. They emphasise that this focus must be clearly distinguished from general diversity, equity and inclusion (DEI) initiatives and re- quires sustained investment in cultural knowledge, diverse talent and person- alised strategies.

Jessica Ricaurte, chief revenue officer at Adsmovil, begins by clarifying a persistent confusion: “Right now there seems to be confusion between DEI and inclusive marketing. Most of the government policies have a direct impact on DEI, not Hispanic marketing. Hispanic marketing means leveraging consumer insights to engage with this cohort which has a direct impact on purchase intent and brands growth. This has not been impacted by govern- ment policy. And let’s be clear, multi- cultural marketing existed long before DEI programmes.”

‘The biggest risk for brands... is relying on a one-size-fits-all approach’ Liz Blacker

The unstoppable demographic and economic engine

The growth of the Hispanic population is only part of the story.

Sonia V Diaz, founder and president of Zaid Communications and president of the Hispanic Public Relations Association (HPRA), details what this growth represents: “By 2050, the US Hispanic population is going to represent 78% of net new workers. That means that our majority labour force is going to be US Hispanic.”

Diaz also highlights high college enrollment and entrepreneurship rates among Latinos, their GDP contributions and growing cultural influence, exemplified by “the arrival of Lionel Messi at Inter Miami” and increased media representation.

Sindy Chapa, associate professor and director of the Center for Hispanic Marketing Communication at Florida State University, reinforces this view: “The US is becoming more multicultural than ever. Hispanics are the fastest-growing ethnic group in the country and are projected to make up nearly one-third of the population by 2060. With higher birth rates and a younger average age, the Hispanic community represents a dynamic and influential segment.”

Julia Estacio, vice-president, group account director at Alma DDB (leading the McDonald’s brand), translates this into business impact. “The growthof the Hispanic population is not a side conversation about inclusion — it’s about smart business, a demand engine.” She references the impact of “a skyrocketing $2.5tr in purchasing power” and how “Hispanic culture... drives the mainstream.”

Stacie M de Armas, senior vice-president inclusive insights business inclusion, impact & belonging at Nielsen, adds: “This audience represents one of the few long-term growth engines in the US economy: young, digitally fluent and on the cusp of major life-stage purchases.”

The risks of inaction and superficiality

Ignoring or superficially treating this market carries significant risks. Luis Miguel Messianu, president-chief creative officer of MEL and co-chairman of The Board Círculo Creativo USA, says: “The US Hispanic audience isn’t just growing — it’s driving cultural, economic and digital shifts that make it indispensable to the future of brand growth and relevance. The biggest risk is treating Hispanic marketing as a checkbox rather than a business imperative.”

Carla Dodds, chief marketing officer at Aarons, concurs: “The biggest risk

is treating the audience as an afterthought and applying one-size-fits-all messaging. Even worse, is relying and building creativity based on stereo- types which results in polarisation.”

Marco Vega, co-founder, president and CSO of Creyentes, is blunt about the consequences. “The biggest risk? Falling into the trap of superficiality, the ‘Latino coating.’ ...If you get it wrong, you risk not just missing out on this market, but actively alienating it. That means reinforcing stereotypes, mistranslating messages or treating the Hispanic audience as a monolith. The result: wasted budgets, damaged reputation and lost market share.”

Neilsen’s de Armas adds that “the biggest risk isn’t a misstep in tone — it’s underperformance. Brands that default to broad, generalised targeting — or worse, treat Hispanic outreachas a seasonal campaign — are leaving money on the table. When brands apply a one-size-fits-all approach, they dilute impact. That’s not just culturally clumsy — it’s economically inefficient.”

Lisette Arsuaga, co-president and co-CEO of DMI Consulting, cautions: “Ill representation, stereotypes or invisibility is never appreciated.”

For Liz Blacker, executive vice-president, sales and marketing at Sabio: “The biggest risk for brands when trying to target the US Hispanic audience is relying on a one-size-fits-all approach.”

Mike Valdés-Fauli, president of Chemistry Cultura and co-founder, Latinos in sports, suggests a pragmatic approach in the current climate: “Rather than defend acronyms like DEI, we recommend companies focus on the business case for engaging Latino con- sumers and diversifying their workforce as a benefit for shareholders as much as employees.”

Strategy, nuance, and expertise

Connecting genuinely requires a shift in mindset and approach. Gigi García Russo, chief innovation & growth officer at Hunter, offers direct advice. “Hire us! Hire Hispanics to lead these brands, be on the team, and shape cre- ative and communication strategies... Brands should remember that as an ethnic group, we can be super united in our Latino pride, but when it comes to our identity, we’re even prouder of what our nationality says about us.”

Flor Leisbachoff, co-founder, chief creative officer at Beautiful Beast, emphasises complexity. “Hispanics are not a monolith. For brands to truly connect, they must go beyond surface-level representation and dive deep into the cultural nuances that matter. Context is everything. Think global, execute hyperlocal. The game’s name is ‘empathy’.”

Jennifer Becerra, chief strategy & creative officer at H+M Communications, argues: “If the goal is to sell more, US Hispanics must be at the centre of your growth strategy... Brands must ditch generic playbooks and invest in cultur- ally nuanced strategies... That starts with diverse teams, Latino agency partners, and storytelling built on cul- tural insight, not assumptions.”

Abe Garcia, chief creative officer at Dieste, speaks on the evolution of research: “The Hispanic market has never been a one-size-fits-all model, so we’ve always had to dig deeper... As interest has grown, so has the demand for more precise and nuanced data.”

Risk mitigation and measuring success

Experts agree that risk mitigation involves investing in knowledge and talent.

Aarons’ Dodds recommends brands “invest in cultural fluency, di- verse talent and partnerships, coupled with continuous learning”. Creyentes’ Vega advises: “Prioritise authenticity over tokenism: Collaborate with Hispanic talent and subject-matter experts at every stage. Measure impact: Track not just reach, but resonance.” His metaphor is powerful: “Don’t just invite Latinos to the party — give them a seat at the table, ask them to DJ and let them help plan the menu.”

Sabio’s Blacker suggests: “By partnering with experts who deeply understand audience behaviour, brands can shift from reactive tactics to proactive strategies. The key lies in listening first.”

DMI Consulting’s Arsuaga reiterates: “Working with experts in the Hispanic market who understand and value the differences between the segments, is a way to mitigate any risk.”

Neilsen’s Armas concludes: “Brands must move from ‘inclusion as optics’ to ‘inclusion as optimisation’. Rethink Hispanic strategy as a performance lever — not a checkbox. Invest consistently, personalise intelligently and measure with cultural fluency. For additional insights... Nielsen provides valuable research and tools.”

Loyalty and sustained growth

The effort is worthwhile. Alma DDB’s Estacio highlights loyalty: “When you earn their trust and love, they stick with you.” The Aaron’s Company CMO Carla Dodds sees the reward in “loyalty, advocacy and brand love that spans generations that translates into long- term revenue growth”. As H+M Communications’ Becerra summarises: “You don’t just earn attention; you unlock loyalty and spending power.”

The message from these leaders is unequivocal: the US Hispanic market is too large and dynamic an opportunity to be approached with superficial tactics or generalisations. It requires strategic investment, a commitment to cultural authenticity and the inclusion of Hispanic voices at all levels of decision-making to achieve significant and lasting impact.