Diversity, Equity and Inclusion

Reaching the Latinx Market Involves Buy-In at Senior Levels

Brands and marketers discuss how to better reach consumers

(L-R) Scott Rothkopf (Whitney Museum of American Art), Rebeca Vargas (Wells Fargo), Vanessa Perdomo (Bloomberg), Javier Farfan (National Football League), Brianna O’Brien Lowndes (Whitney Museum), Kyle O’Brien (Adweek), Mike Valdes-Fauli (Chemistry Cultura), and Ramiro Cavazos (U.S. Hispanic Chamber of Commerce). — (L-R) Scott Rothkopf (Whitney Museum of American Art), Rebeca Vargas (Wells Fargo), Vanessa Perdomo (Bloomberg), Javier Farfan (National Football League), Brianna O’Brien Lowndes (Whitney Museum), Kyle O’Brien (Adweek), Mike Valdes-Fauli (Chemistry Cultura), and Ramiro Cavazos (U.S. Hispanic Chamber of Commerce).Chemistry

By Kyle O’Brien

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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.

Kyle O’Brien

Kyle O’Brien is a staff reporter for Adweek and editor of AgencySpy.

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