Debunking 3 Myths About Latino Consumers This Hispanic Heritage Month

There’s much that marketers still don’t understand about this demographic

a man standing with papers floating out of a book into the air
Not only are myths patently untrue, they can also be quite costly. Illustration: Trent Joaquin; Sources: Getty Images, Unsplash

On the eve of the first Hispanic Heritage Month in 1968, Hispanics made up between 4–6% of the U.S. population. Today, that number is 18%—or nearly 60 million people.

Carrie Stimmel is executive vice president, lifestyle and Hispanic advertising sales at NBCUniversal.