Michael León-Rivera is a creative strategy consultant who has worked across the advertising, media and entertainment industries. He currently serves on the Board of Trustees for the International School of Brooklyn and was a 2020 Adweek Executive Mentee. He is a member of 100 Roses from Concrete, a nonprofit dedicated to advocating for people of color in the advertising industry.
Generational marketing is key to communicating with the Latinx consumer.
The recent release of HHM images depicting well-known characters eating Latin American foods reflects the tired tropes of careless multicultural marketing.
Sci-fi storytelling holds major potential in meaningfully connecting with Latinx audiences.
The U.S. territory occupies a unique middle ground between those two distinct worlds, challenging marketers to reconsider tactics for this audience.