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The Latinx market is already booming, but marketers are still playing catch-up trying to reach this potentially lucrative segment. The reasons why are many, from not taking the demographic seriously enough, not knowing how to talk to the Latinx and Hispanic population in the U.S., bad Spanish translations and systemic bias.
But some brands and industries are finally recognizing the power of the Latinx consumer. The U.S. Hispanic Chamber of Commerce (USHCC), America’s leading small business advocacy group, and Chemistry Cultura, a minority-certified marketing agency, recently unveiled a jointly commissioned study called The Latino Mosaic.