Let's Get Loud About What Latinx Consumers Need From Brands

“How do we reach the Hispanic and Latinx audience?” The age-old question has spanned multiple panels, articles and events. Brands look to understand the motivations and passions of the growing demographic only to realize, upon digging in, that there is more than just a demo here. There are generations, stories, ambitions, cultural nuances and even different dialects of language, like Spanglish. In order to form meaningful connections with the Hispanic population, brands must take a closer look at the community to future-proof marketing efforts with the consumer. This year for Hispanic Heritage Month, we take a closer look at the past, present and future of the Hispanic and Latinx community in the U.S. From career ambitions to generational differences to fair representation in music and entertainment, industry professionals share their experience, expertise and advice on what brands need to know to form long-lasting relationships with the Latinx consumer. This will be a regularly updated list. Click the images below to read them. Reverse Mentoring: What to Know When Guiding the Next Wave of Latinx Marketers Reverse mentoring encourages employees to form mentorship relationships, regardless of seniority, so both parties can exchange skills and knowledge. But there is more to know when forming these working relationships with the next wave of Latinx marketers. Adweek Mentee Laura Rodriguez breaks it down. The 'Seduction' of Latinx Audiences: Where Is the Long-Term Commitment? It’s more than having Latinx actors on screen or having Spanish-language content included in programming. Recent cancellations in film and TV spotlight the entertainment industry's inclusion gaps. Adweek Mentee and head of Legendary Entertainment digital marketing Sandy Archila discusses what entertainment companies need to build a long-lasting cultural impact through Latinx community efforts. How the Latine Community Is Sharing Their Story on the Charts Music by Bad Bunny and Shakira was spotted in Spotify’s top 20 list of the most streamed songs of the summer. Today we are witnessing international artists reach the mainstream in the U.S. by not changing their language—by owning their heritage and laying it all down with sazón and then some. Adweek Mentee Argelia Martinez breaks down the 3 lessons marketers can learn from the story being told in today's music charts. More Than Family and Soccer: Why HHM Campaigns Can Feel Hollow A common practice by many clients is to provide briefs that state the target as simply 'Hispanic consumers.' For many Latinx consumers, it can seem as though HHM campaigns were created with someone else in mind. The problem is that these campaigns were made with everyone in mind. Adweek Mentee Michael León-Rivera breaks down the importance of generational marketing and the cultural nuances that go with it. 5 Ways to Provide a Platform for Latinx Storytellers It is crucial to see the potential in up-and-coming storytellers. The Latinx creative community is aware more than ever of their value and is ready to work hard to shift the paradigm to reflect their worth. Producer and owner of D L A Films Cynthia Angel breaks down 5 ways the industry can support the next wave of Latinx storytellers. Hispanic Heritage Month Series: Celebrating Culture and Calling for Representation

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Let's Get Loud—and Clear—on What Latinx Consumers Really Need From Marketers

A series on what brands should know to form long-lasting relationships

Luz Corona

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Luz Corona