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Saturday Night Live. The VMAs. The Super Bowl. These staples in American culture have been around for decades, but we are seeing a shift taking place.
We are seeing the Hispanic and Latinx audience active in the mainstream chat.
Making up more than 19% of the country, the Hispanic population continues to expand at a faster rate than the non-Latino population in the U.S., a growth that is largely driven by births, not immigration. Buying power is expected to exceed $2.5 trillion in the next two years. Younger Latinos continue to set up life in the U.S. and fuel the economy through major life events like homeownership and family life, according to the U.S. Latino Youth 2030 report conducted by Latino Donor Collective and Kantar.
This year for Hispanic and Latinx Heritage Month, ADWEEK has partnered with digital publisher, creative agency, and entertainment company Remezcla to take a closer look at the demographic’s influence on American culture. From beauty to creators to media, the following articles are designed to educate the modern marketer of the Latinx cultural nuances we see embedded in the fabric of everyday American life.
This will be a regularly updated list weekly. Click the images below to read them.
A Spotlight on Aesthetic and Identity in Latine Beauty Brands
Remezcla Media Group vp of Hispanic strategy Sonia Rioja shines a light on how Latine beauty, characterized by its vibrant and varied expressions, is not a fleeting trend.
In a World of Tropes, Slang Is a Bridge to Connect Deeper With Latine Audiences
Daniel Gonzalez, creative director at Remezcla, explains how specificity is key to celebrating diversity in the everyday and in creative work.
4 Reasons Brands Should Invest More in Latin ‘Craft’ Creators
“Craft Creators” are defined by their artistry, not by content creation, follower counts, or brand partnerships. Remezcla ECD Morris Dávila shares why the future of branding lies in collaborations with these artists, with Latin creators leading this cultural shift.
Telenovelas and Reggaeton: The Myth of Latine Media Consumption
Why aren’t we seeing more successful Latine-driven content? Why are shows canceled after one season, brands missing the mark, and labels failing to reach this powerful audience? Remezcla and HipLatina editor-in-chief Thatiana Diaz breaks down three myths contributing to the lack of meaningful connection with this audience.
