This Hispanic Heritage Month Is About Brands Building for the Future

As predicted, America's Hispanic and Latinx footprint continues to grow rapidly. Hispanics now represent more than 20% of the U.S. population, and the U.S. Census Bureau estimates that around 1 in 4 Americans will be Hispanic by 2060. Yet, brands are slow to catch up, as the younger Latinx generation often feels like an afterthought in brand marketing efforts. This year for Hispanic and Latinx Heritage Month, ADWEEK shines a light on the cultural influence of this key demographic on the American lifestyle. From brand marketing efforts across verticals like beauty, sports, and entertainment, to advice and lessons on how to connect with the Latinx audience with intention, the coverage below is intended to arm today's marketers with the cultural insights that can impact the bottom line today and in the future. Check out our Hispanic Heritage Month coverage here which will be updated with new stories throughout the month. El Mainstream Chat: The Latinx Influence on American Culture This ADWEEK Voice series, in partnership with Latinx digital publisher, creative agency, and entertainment company Remezcla, takes a closer look at the demographic’s influence on American culture. From beauty to creators to media, these perspectives are designed to educate the modern marketer of the Latinx cultural nuances embedded in everyday American life. Chicago Bulls Spanish Insta Speaks Volumes to a World of Fans Michael Jordan and his championship runs in the '90s introduced the world to the Chicago Bulls, but the team is still introducing itself to fans who know it as Los Bulls. ADWEEK takes a look at the Bulls' recently launched Instagram account, @LosBulls, which features Spanish-language content from team members past and present. The ‘Jefas’ Behind Pepsi’s Latina-Owned Business Movement In this episode of ADWEEK flagship podcast Yeah, That’s Probably an Ad, PepsiCo's Esperanza Teasdale and Boden Agency's Natalie Boden discuss the history of the Jefa program created by PepsiCo‘s “Juntos Crecemos” initiative. The campaign represents the global beverage brand’s commitment to providing short and long-term support to Hispanic small businesses. Here's How the News Networks Are Covering Hispanic Heritage Month Major news outlets like ABC News and CNN have announced themed programming unfolding through Oct. 15, ranging from primetime specials to special segments on popular shows. ADWEEK TVNewser editor Ethan Alter lays out a network-by-network viewing guide to Hispanic Heritage Month coverage. Why Brands Can No Longer Afford to Ignore Latinx in America A new report from the Latino Donor Collaborative—a nonprofit organization dedicated to reshaping the perception of Latinx in America—in partnership with market research firm Kantar, outlines how brands can take advantage of the opportunity to connect with this growing cohort. Here are some of these findings. How Julio Vaqueiro and Telemundo Are Preparing for the 2024 Election Noticias Telemundo anchor Julio Vaqueiro The Latino vote shaping up to be one of the deciding factors in whether Vice President Kamala Harris or former President Donald Trump enters the Oval Office in January. Noticias Telemundo anchor Julio Vaqueiro sat down with ADWEEK TVNewser editor Ethan Alter and discussed Telemundo’s efforts including its Decision 2024 initiative, which provides information and resources across a variety of platforms. Why Latinx Fans Demand Sports Marketing Beyond Hispanic Heritage Month Lionel Messi and José Ramírez are stars making waves in the Hispanic sports world and beyond. Nielsen teamed with Latinos in Sports (LiS) to release a study on Hispanic and Latino fandom across five major American sports leagues—MLB, MLS, NFL, NBA, and NHL. ADWEEK sports marketing reporter Jason Notte breaks down the findings and implications for advertisers. This Latina Entrepreneur Is Rebranding Finance Through Culture-First Fintech Acevedo is an Emmy award-winning radio and TV personality. At age 50, Beatriz Acevedo was supposed to be scaling back the “hustle of the startup life.” But after seeing the Latinx community hit hard by the pandemic, she used her “superpower” of raising capital and founded Suma, a wealth-building digital platform for the Latinx community. Acevedo sat down with ADWEEK to discuss her work on rebranding finance for the Latinx community and beyond. Hulu's La Máquina Wants to Bring a Universal Spanish-Language Series to Streaming Diego Luna as Andy Lujan and Gael García Bernal as Esteban Osuna in La Máquina. Fans of the classic Mexican film Y Tu Mamá También can find beloved duo Gael García Bernal and Diego Luna reunite in La Máquina. Hulu's first Spanish language-produced original series premiered on Hulu earlier this month in partnership with Searchlight Television. The series follows an aging boxer whose manager attempts to get him one last shot at winning a title. How McCafé At Home Worked With Puerto Rican Artist Lunay McCafé At Home worked with Puerto Rican artist Lunay. Coffee is a major part of Latinx culture. So, McDonald’s at-home coffee brand McCafé At Home worked with Lunay for the second year on a social media campaign to promote a sweepstakes tied to Hispanic Heritage Month. Robin Arzón Talks Sports, Swagger and the Importance of Speaking Spanish Arzón's first book, Shut Up and Run, landed on the New York Times Best Seller list. These days, the founder of the community-focused Swagger Society can be found making an impact everywhere, from Capitol Hill to Athlos to guiding her kids toward becoming fluent Spanish speakers. Peloton top-ranked instructor Robin Arzón sat down with ADWEEK to discuss her journey and the lessons she’s learned along the way to build her resilient personal brand.

Diversity, Equity and Inclusion

This Hispanic Heritage Month Is About Brands Building for the Future

From beauty to sports, brands are speaking to this next generation of consumers influencing American culture

Luz Corona

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