Columnist Network

Avoid Opportunistic Marketing During Hispanic Heritage Month

Shift the focus from a sales tactic to a yearlong commitment

illustration of people shopping — Authentic engagement means being mindful of how you make consumers feel and how you impact their communities.molotovcoketail/Getty Images

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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Hernan Tagliani, CEO of The Group Advertising, cautions brands against superficial appeals to the U.S. Hispanic market at strategic moments. Below, in his own words, he says consumer loyalty and trust can be built if brands show up consistently.

During National Hispanic Heritage Month (HHM), Sept. 15 to Oct. 15, many brands hope for a lift in sales by acknowledging the influence, culture and contribution Hispanics bring to our nation.