{"id":7208,"date":"2022-10-10T11:41:31","date_gmt":"2022-10-10T15:41:31","guid":{"rendered":"https:\/\/thediversitymovement.com\/?p=7208"},"modified":"2023-12-11T11:52:35","modified_gmt":"2023-12-11T16:52:35","slug":"successful-marketing-put-hispanic-people-front-center-during-hispanic-heritage-month","status":"publish","type":"post","link":"https:\/\/thediversitymovement.com\/successful-marketing-put-hispanic-people-front-center-during-hispanic-heritage-month\/","title":{"rendered":"Guest Blog: For Successful Marketing, Put Hispanic People Front and Center During Hispanic Heritage Month"},"content":{"rendered":"<p><button id=\"listenButton1\" class=\"responsivevoice-button\" type=\"button\" value=\"Play\" title=\"ResponsiveVoice Tap to Start\/Stop Speech\"><span>&#128266; Listen to this article<\/span><\/button>\n        <script>\n            listenButton1.onclick = function(){\n                if(responsiveVoice.isPlaying()){\n                    responsiveVoice.cancel();\n                }else{\n                    responsiveVoice.speak(\"What do the dollar sign, lassos, cowboys, horses, corn, and barbecue all have in common? These things have Hispanic roots, and all \u2013 except the dollar sign \u2013 existed before the creation of the United States in 1776. However, the Hispanic origins of these items are rarely mentioned.\u00a0 Hispanic Heritage Week \u2013 later extended to a month in 1988 \u2013 was intended as a way to ensure that Latino contributions weren\u2019t overlooked. It was meant to put Hispanic heritage at the front and center of American consciousness.\u00a0 Decades later, brands are still trying to find their footing in their Hispanic Heritage Month celebrations. Challenges include everything from who qualifies as Hispanic to whether to call this diverse ethnic group \u201cLatino,\u201d \u201cLatinx,\u201d \u201cHispanic,\u201d or \u201cLatine\u201d in marketing materials and whether to communicate the message in English, Spanish, or Spanglish.\u00a0\u00a0 Since the Black Lives Matter movement, organizations have become more aware of the need for inclusive marketing, and they are under pressure to avoid being seen as tokenizing and monetizing a culture. At stake are brand reputation and trillions of dollars in revenue. Over 50% of people ages 13-49 have stopped buying from a culturally illiterate brand, saying it offended them or disrespected their values, according to the Hispanic Marketing Council. And a majority of people in the U.S. (57%) say that brands have contributed to racism in their communications and advertising, according to Kantar & Affectiva\u2019s 2021 \u201cPower of Inclusive Portrayal in Advertising\u201d report. NFL fumbles part of its marketing campaign This year the National Football League (NFL) roused the ire of the Hispanic community when it replaced the \u201cN\u201d in their logo\u2019s name with an \u201ce\u00f1e\u201d for Hispanic Heritage Month. Twitter users called out the logo change because it was grammatically incorrect. \u201cNacional\u201d in Spanish is spelled with a regular \u201cn.\u201d There is no e\u00f1e. It\u2019s the equivalent of purposeful misspelling.\u00a0 The NFL also included the phrase: \u201cUnmistakable Latin Flavor\u201d on their social media posts. In addition to reducing Hispanic culture down to food, the phrase evoked coded language like \u201cflavor\u201d and \u201cspicy\u201d that has been used historically to portray Latino people as foreign and different.\u00a0 Stereotyping can have real consequences for the very community that brands are trying to reach. For some non-Hispanic Americans, media, advertising, and marketing portrayals of Latinos are the only versions of this ethnic group they see. And, these images are usually not positive. \u201cOverall, about 24% of Latinos say someone has discriminated against them or treated them unfairly because of their background, while 22% someone has criticized them for speaking Spanish in public. About 20% say they have been told to go back to their country,\u201d according to a telephone survey for the Pew Research Center, taken after the 2018 presidential election. Contrary to this stereotype, 80% of Latino residents of the U.S. in 2021 were citizens, and 72% of those aged 5 and older spoke English proficiently. Highlighting some wins Consumer campaigns that have taken a comprehensive, authentic approach to honoring Hispanic history and contributions have the opportunity to gain brand loyalty. With a population of 62.5 million people, the total economic output of Latinos in the U.S. was $2.8 trillion in 2020, according to the Latino Donor Collective, a think tank dedicated to reshaping the perception of Latinos as part of the American social mainstream. \u201cIf Latinos living in the United States were an independent country, the U.S. Latino GDP [gross domestic product], would be the fifth largest GDP in the world, larger even than the GDPs of the United Kingdom, India, or France,\u201d the collective reports.\u00a0 Despite its missteps, the NFL has made some positive moves. For the second year in a row, the league is partnering with the Hispanic Heritage Foundation to sponsor the Youth Sports & Fitness Awards, which recognize Latino youth. During the third and fourth week of the football season, more than 200 players across the league will wear a helmet decal of the country or territory\\'s flag that represents their nationality or cultural heritage. About a dozen Latino players will be participating. The top brands for Hispanic consumers are Walmart, Netflix, McDonald\u2019s, Nike, YouTube, Ross, Google, Visa, Amazon, and Dove, according to Collage Group, which recently studied more than 250 brands. \u201cThese brands showcase two elements: 1) strong commitment to the Hispanic community and 2) excellence in marketing executions that authentically resonate with the cultural traits and needs of Hispanic consumers,\u201d according to Collage\u2019s results. Walmart has a curated collection of Latino-owned and related products in its \u201cTogether somos m\u00e1s\u201d hub, which was created for Hispanic Heritage Month last year, but remains up on their site. The hub features brands such as preschool bilingual educational company Canticos and The Honest Company, which makes sustainable baby, beauty, and cleaning products.\u00a0 Walmart also donated $5 million to the National Museum of the American Latino to support the museum\u2019s planning, design and construction and to help launch engaging virtual public programming. Netflix has organized its content, both in English and Spanish, into its own category to make it easier to find shows and movies that are about Latinos and\/or by Latinos. Netflix has spent the last few years investing in creating content like \u201cYes, Day,\u201d \u201cMr. Iglesias,\u201d and \u201cAshley Garcia: Genius in Love\u201d to tell a wider range of Hispanic-centered stories that aren\u2019t based on trauma. But there is still a long way to go for true representation on store shelves and on television.\u00a0 Walmart\u2019s Hispanic Heritage Month hub collection includes products that are not Latino-owned. In analyzing the 345 most-streamed shows in 2021, 25% had a Latino share of audience that was above 19%, indicating that Latinos were more likely to watch those shows, according to a recent Neilsen report. At Netflix\u2019s request, University of Southern California-Annenberg researchers analyzed 126 Netflix original movies and 180 original scripted series airing from January 2018 through December 2019. Only 4.7% of leads and co-leads in TV and movies were of Latin American or Spanish descent in the shows reviewed. To be proportional to the Hispanic population in the U.S., that figure should be closer to about 20%. Products by Latinos, for Latinos Faced with underrepresentation and not seeing themselves represented authentically in the marketplace, Latinos have taken control of their own narrative by creating their own products and spaces. For these entrepreneurs, it\u2019s not just about making and selling a great product, it\u2019s also about addressing specific cultural needs and reflecting the traditions of their families. Kayla Casta\u00f1eda turned to an old family recipe for aguas frescas to create a successful beverage company. In 2021, her company, Agua Bonita, became the first Afro-Latina-owned beverage company to raise $2 million in venture capital funding, according to Essence magazine. Casta\u00f1eda is also part of the Target Takeoff five-week mentoring program to help get Agua Bonita to Target shoppers. \u201cThis was a really important part of starting this business, was wanting to put our culture at the front and center in a modern way. In the same way that we are modern Hispanics, modern Latinas,\u201d Casta\u00f1eda said in an interview for Today for Hispanic Heritage Month. \u201cBecause that takes on a lot of different shapes for a lot of people.\u201d Patty Rodriguez and Ariana Stein couldn\u2019t find bilingual books (in English and Spanish) celebrating their heritage for their children. They formed their own company, Lil\u2019 Libros, in 2014, after getting no interest from traditional publishers. Futuro Media was founded in 2010 by journalist Maria Hinojosa in order to tell stories often overlooked by mainstream media. Futuro Media produces Peabody Award-winning Latino USA, the longest running national Latino news and cultural public radio program. In addition to starting the nonprofit Latino Donor Collaborative think tank, businessman Sol Trujillo co-founded L\u2019Attitude Ventures, a venture capitalist firm funding Latino-owned, early-stage companies. \u201cHispanic history is American history,\u201d President Joe Biden said during his speech at the White House\u2019s Hispanic Heritage Month Ceremony in September. There are simple things that brands and organizations can do to honor that history: Make sure Latinos are telling their own stories; show a diversity of Latino experiences to reduce tokenism; partner with Hispanic organizations; give back to Hispanic communities; and make sure you\u2019re honoring the contributions of Latino individuals year-round, not just during Hispanic Heritage Month. Aliana Ramos is the founder of Mira\/Look, a startup content aggregator website for news, trends and other resources for the Latino community. She is also a former journalist with over a decade of experience writing for newspapers on education, government, and racial issues. She is a proud Puerto Rican, Dominican American.\u00a0\", \"US English Male\");\n                }\n            };\n        <\/script>\n    <\/br><br \/>\n<span style=\"font-weight: 400;\">What do the<\/span><a href=\"https:\/\/www.loc.gov\/resource\/gdcmassbookdig.ancestryofameric00firs\/?st=gallery\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">dollar sign<\/span><\/a><span style=\"font-weight: 400;\">, lassos,<\/span><a href=\"https:\/\/www.history.com\/news\/mexican-vaquero-american-cowboy\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">cowboys<\/span><\/a><span style=\"font-weight: 400;\">, horses, corn, and<\/span><a href=\"https:\/\/www.smithsonianmag.com\/arts-culture\/the-evolution-of-american-barbecue-13770775\/\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">barbecue<\/span><\/a><span style=\"font-weight: 400;\"> all have in common? These things have Hispanic roots, and all \u2013 except the dollar sign \u2013 existed before the creation of the United States in 1776. However, the Hispanic origins of these items are rarely mentioned.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-7211 size-large lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/iStock-1336504078-1024x683.jpg\" alt=\"Mexican farmer working in cattle farm\" width=\"1024\" height=\"683\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/iStock-1336504078-1024x683.jpg 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/iStock-1336504078-scaled-600x400.jpg 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/iStock-1336504078-300x200.jpg 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/iStock-1336504078-768x512.jpg 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/iStock-1336504078-1536x1024.jpg 1536w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/iStock-1336504078-2048x1365.jpg 2048w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/683;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Hispanic Heritage Week \u2013 later extended to a month in 1988 \u2013 was intended as a way to ensure that Latino contributions weren\u2019t overlooked. It was meant to put Hispanic heritage at the front and center of American consciousness.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Decades later, brands are still trying to find their footing in their Hispanic Heritage Month celebrations. Challenges include everything from who <\/span><a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2022\/09\/15\/who-is-hispanic\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">qualifies as Hispanic<\/span><\/a><span style=\"font-weight: 400;\"> to whether to call this <\/span><a href=\"https:\/\/www.pewresearch.org\/hispanic\/2020\/08\/11\/about-one-in-four-u-s-hispanics-have-heard-of-latinx-but-just-3-use-it\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">diverse ethnic group<\/span><\/a><span style=\"font-weight: 400;\"> \u201cLatino,\u201d \u201cLatinx,\u201d \u201cHispanic,\u201d or \u201cLatine\u201d in marketing materials and whether to communicate the message in English, Spanish, or Spanglish.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since the Black Lives Matter movement, organizations have become more aware of the need for inclusive marketing, and they are under pressure to avoid being seen as tokenizing and monetizing a culture. At stake are brand reputation and trillions of dollars in revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Over <\/span><a href=\"https:\/\/hispanicmarketingcouncil.org\/hispanic-market-guide-2022\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">50% of people<\/span><\/a><span style=\"font-weight: 400;\"> ages 13-49 have stopped buying from a culturally illiterate brand, saying it offended them or disrespected their values, according to the Hispanic Marketing Council. And a majority of people in the U.S. <\/span><a href=\"https:\/\/www.kantar.com\/campaigns\/creative-effective\/inclusive-advertising-playbook\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">(57%) say that brands have contributed to racism<\/span><\/a><span style=\"font-weight: 400;\"> in their communications and advertising, according to Kantar &amp; Affectiva\u2019s 2021 \u201cPower of Inclusive Portrayal in Advertising\u201d report.<\/span><\/p>\n<h2>NFL fumbles part of its marketing campaign<\/h2>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"size-medium wp-image-7210 alignleft lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Screen-Shot-2022-10-10-at-11.30.40-AM-300x300.png\" alt=\"NFL Hispanic Heritage Month graphic\" width=\"300\" height=\"300\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Screen-Shot-2022-10-10-at-11.30.40-AM-300x300.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Screen-Shot-2022-10-10-at-11.30.40-AM-100x100.png 100w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Screen-Shot-2022-10-10-at-11.30.40-AM-150x150.png 150w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Screen-Shot-2022-10-10-at-11.30.40-AM-768x771.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Screen-Shot-2022-10-10-at-11.30.40-AM.png 914w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/300;\" \/>This year the National Football League (NFL)<\/span><a href=\"https:\/\/www.nbcnews.com\/news\/latino\/nfl-gets-roasted-twitter-post-hispanic-heritage-month-rcna48130\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">roused the ire<\/span><\/a><span style=\"font-weight: 400;\"> of the Hispanic community when it replaced the \u201cN\u201d in their logo\u2019s name with an \u201ce\u00f1e\u201d for Hispanic Heritage Month. Twitter users called out the logo change because it was grammatically incorrect. \u201c<\/span><i><span style=\"font-weight: 400;\">Nacional<\/span><\/i><span style=\"font-weight: 400;\">\u201d in Spanish is spelled with a regular \u201cn.\u201d There is no e\u00f1e. It\u2019s the equivalent of purposeful misspelling.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The NFL also included the phrase: \u201cUnmistakable Latin Flavor\u201d on their social media posts. In addition to reducing Hispanic culture down to food, the phrase evoked coded language like \u201cflavor\u201d and \u201cspicy\u201d that has been used historically to portray Latino people as foreign and different.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Stereotyping can have real consequences for the very community that brands are trying to reach. For some non-Hispanic Americans, media, advertising, and marketing portrayals of Latinos are the only versions of this ethnic group they see. And, these images are usually not positive.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cOverall, about 24% of Latinos say someone has discriminated against them or treated them unfairly because of their background, while 22% someone has criticized them for speaking Spanish in public. About 20% say they have been told to go back to their country,\u201d according to a <\/span><a href=\"https:\/\/www.pewresearch.org\/hispanic\/2018\/10\/25\/latinos-and-discrimination\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">telephone survey for the Pew Research Center<\/span><\/a><span style=\"font-weight: 400;\">, taken after the 2018 presidential election. <\/span><span style=\"font-weight: 400;\">Contrary to this stereotype, <\/span><a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2022\/09\/23\/key-facts-about-u-s-latinos-for-national-hispanic-heritage-month\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">80% of Latino residents of the U.S. in 2021 were citizens<\/span><\/a><span style=\"font-weight: 400;\">, and 72% of those aged 5 and older spoke English proficiently.<\/span><\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-8876 size-large lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-1024x341.png\" alt=\"TDM Library: your one-stop-shop for update, expert DEI Resources. Explore the platform with a free trial. Click here to learn more.\" width=\"1024\" height=\"341\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-1024x341.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-600x200.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-300x100.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-768x256.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/341;\" \/><\/a><\/p>\n<h2>Highlighting some wins<\/h2>\n<p><img decoding=\"async\" class=\"alignnone wp-image-7212 size-large lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/iStock-1331011357-1024x683.jpg\" alt=\"Proud mexican woman holding a flag of Mexico\" width=\"1024\" height=\"683\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/iStock-1331011357-1024x683.jpg 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/iStock-1331011357-scaled-600x400.jpg 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/iStock-1331011357-300x200.jpg 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/iStock-1331011357-768x512.jpg 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/iStock-1331011357-1536x1024.jpg 1536w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/iStock-1331011357-2048x1365.jpg 2048w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/683;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Consumer campaigns that have taken a comprehensive, authentic approach to honoring Hispanic history and contributions have the opportunity to gain brand loyalty.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With a population of 62.5 million people, the total economic output of Latinos in the U.S. was <\/span><a href=\"https:\/\/www.latinodonorcollaborative.org\/original-research\/2022-ldc-u-s-latino-gdp-report\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">$2.8 trillion<\/span><\/a><span style=\"font-weight: 400;\"> in 2020, according to the Latino Donor Collective, a think tank dedicated to reshaping the perception of Latinos as part of the American social mainstream.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIf Latinos living in the United States were an independent country, the U.S. Latino GDP [gross domestic product], would be the fifth largest GDP in the world, larger even than the GDPs of the United Kingdom, India, or France,\u201d <\/span><a href=\"https:\/\/www.latinodonorcollaborative.org\/original-research\/2022-ldc-u-s-latino-gdp-report\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">the collective reports<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Despite its missteps, the NFL has made some positive moves. For the second year in a row, the league is partnering with the Hispa<\/span><span style=\"font-weight: 400;\">nic Heritage Foundation<\/span><span style=\"font-weight: 400;\"> to sponsor the <\/span><a href=\"https:\/\/operations.nfl.com\/updates\/football-ops\/nfl-por-la-cultura-initiative-celebrates-latino-heritage-all-season\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Youth Sports &amp; Fitness Awards, which recognize Latino youth<\/span><\/a><span style=\"font-weight: 400;\">. During the third and fourth week of the football season, more than 200 players across the league will wear <\/span><a href=\"https:\/\/www.nfl.com\/news\/nfl-to-celebrate-international-diversity-with-helmet-initiative-in-weeks-4-5\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">a helmet decal<\/span><\/a><span style=\"font-weight: 400;\"> of the country or territory&#8217;s flag that represents their nationality or cultural heritage. About a dozen Latino players will be participating.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The<\/span><a href=\"https:\/\/www.collagegroup.com\/2022\/10\/04\/americas-iconic-brands-most-effective-at-winning-hispanic-consumers\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> top brands for Hispanic consumers<\/span><\/a><span style=\"font-weight: 400;\"> are Walmart, Netflix, McDonald\u2019s, Nike, YouTube, Ross, Google, Visa, Amazon, and Dove, according to <\/span><span style=\"font-weight: 400;\">Collage Group, which recently studied more than 250 brands.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThese brands showcase two elements: 1) strong commitment to the Hispanic community and 2) excellence in marketing executions that authentically resonate with the cultural traits and needs of Hispanic consumers,\u201d according to<\/span> <span style=\"font-weight: 400;\">Collage\u2019s results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"size-medium wp-image-7213 alignleft lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/download-300x107.png\" alt=\"Walmart logo\" width=\"300\" height=\"107\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/download-300x107.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/download-600x214.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/download-768x274.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/download.png 980w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/107;\" \/>Walmart has a curated collection of Latino-owned and related products in its \u201c<\/span><a href=\"https:\/\/www.walmart.com\/cp\/together-somos-mas\/5593510\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Together somos m\u00e1s<\/span><\/a><span style=\"font-weight: 400;\">\u201d hub, which was created for Hispanic Heritage Month last year, but remains up on their site. The hub features brands such as preschool bilingual educational company <\/span><a href=\"https:\/\/canticosworld.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Canticos<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.honest.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The Honest Company<\/span><\/a><span style=\"font-weight: 400;\">, which makes sustainable baby, beauty, and cleaning products.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Walmart also <\/span><a href=\"https:\/\/www.si.edu\/newsdesk\/releases\/national-museum-american-latino-has-announced-5-million-gift-walmart\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">donated $5 million<\/span><\/a><span style=\"font-weight: 400;\"> to the <\/span><a href=\"https:\/\/latino.si.edu\/about\/national-museum-american-latino\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">National Museum of the American Latino<\/span><\/a><span style=\"font-weight: 400;\"> to support the museum\u2019s planning, design and construction and to help launch engaging virtual public programming.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"size-medium wp-image-7214 alignleft lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Netflix-Brand-Logo-300x180.png\" alt=\"Netflix logo\" width=\"300\" height=\"180\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Netflix-Brand-Logo-300x180.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Netflix-Brand-Logo-600x360.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Netflix-Brand-Logo.png 684w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/180;\" \/>Netflix has organized its content, both in English and Spanish, into its own category to make it easier to find shows and movies that are about Latinos and\/or by Latinos. Netflix has spent the last few years investing in creating content like \u201c<\/span><a href=\"https:\/\/www.netflix.com\/title\/81011712\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Yes, Day<\/span><\/a><span style=\"font-weight: 400;\">,\u201d \u201c<\/span><a href=\"https:\/\/www.netflix.com\/title\/80209013\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Mr. Iglesias<\/span><\/a><span style=\"font-weight: 400;\">,\u201d and \u201c<\/span><a href=\"https:\/\/www.netflix.com\/title\/80244332\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Ashley Garcia: Genius in Love<\/span><\/a><span style=\"font-weight: 400;\">\u201d to tell a wider range of Hispanic-centered stories that aren\u2019t based on trauma.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But there is still a long way to go for true representation on store shelves and on television.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Walmart\u2019s Hispanic Heritage Month hub collection includes products that are not Latino-owned. <\/span><span style=\"font-weight: 400;\">In analyzing the 345 most-streamed shows in 2021, 25% had a Latino share of audience that was above 19%, indicating that Latinos were more likely to watch those shows, according to a<\/span><a href=\"https:\/\/www.nielsen.com\/wp-content\/uploads\/sites\/2\/2022\/09\/Sept-2022-Hispanic-DIS-report.pdf\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">recent Neilsen report.<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">At Netflix\u2019s request, University of Southern California-Annenberg researchers analyzed <\/span><span style=\"font-weight: 400;\">126 Netflix original movies and 180 original scripted series airing from <\/span><span style=\"font-weight: 400;\">January 2018 through December 2019.<\/span><span style=\"font-weight: 400;\"> Only<\/span> <a href=\"https:\/\/assets.ctfassets.net\/4cd45et68cgf\/3lLceJCJj7NJsKUeIJHrKG\/796930729b04745499f3f312a532f8db\/Inclusion_in_Netflix_Original_Content_2.26.21.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">4.7%<\/span><\/a><span style=\"font-weight: 400;\"> of leads and co-leads in TV and movies were of Latin American or Spanish descent in the shows reviewed. To be proportional to the Hispanic population in the U.S., that figure should be closer to about 20%.<\/span><\/p>\n<h2>Products by Latinos, for Latinos<\/h2>\n<p><span style=\"font-weight: 400;\">Faced with underrepresentation and not seeing themselves represented authentically in the marketplace, Latinos have taken control of their own narrative by creating their own products and spaces. For these entrepreneurs, it\u2019s not just about making and selling a great product, it\u2019s also about addressing specific cultural needs and reflecting the traditions of their families.<\/span><\/p>\n<figure id=\"attachment_7209\" aria-describedby=\"caption-attachment-7209\" style=\"width: 300px\" class=\"wp-caption alignleft\"><img decoding=\"async\" class=\"size-medium wp-image-7209 lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Kayla-Castan\u0303eda-headshot-300x300.jpeg\" alt=\"Kayla Castan\u0303eda headshot\" width=\"300\" height=\"300\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Kayla-Castan\u0303eda-headshot-300x300.jpeg 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Kayla-Castan\u0303eda-headshot-100x100.jpeg 100w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Kayla-Castan\u0303eda-headshot-150x150.jpeg 150w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/Kayla-Castan\u0303eda-headshot.jpeg 416w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/300;\" \/><figcaption id=\"caption-attachment-7209\" class=\"wp-caption-text\">Kayla Casta\u00f1eda<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Kayla Casta\u00f1eda turned to an old family recipe for <\/span><i><span style=\"font-weight: 400;\">aguas frescas<\/span><\/i><span style=\"font-weight: 400;\"> to create a successful beverage company. In 2021, her company, <\/span><a href=\"https:\/\/www.drinkaguabonita.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Agua Bonita<\/span><\/a><span style=\"font-weight: 400;\">, became the first Afro-Latina-owned beverage company to raise<\/span><a href=\"https:\/\/www.essence.com\/news\/money-career\/agua-bonita-afro-latina-owned-beverage-brand\/\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">$2 million in venture<\/span><\/a><span style=\"font-weight: 400;\"> capital funding, according to <\/span><i><span style=\"font-weight: 400;\">Essence <\/span><\/i><span style=\"font-weight: 400;\">magazine. Casta\u00f1eda is also part of the <\/span><a href=\"https:\/\/targetaccelerators.com\/happenings\/news\/meet-target-takeoff-food-beverage-2021\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Target Takeoff<\/span><\/a><span style=\"font-weight: 400;\"> five-week mentoring program to help get Agua Bonita to Target shoppers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThis was a really important part of starting this business, was wanting to put our culture at the front and center in a modern way. In the same way that we are modern Hispanics, modern Latinas,\u201d Casta\u00f1eda said in an interview for Today for Hispanic Heritage Month. \u201cBecause that takes on a lot of different shapes for a lot of people.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"size-medium wp-image-7216 alignleft lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/logo1080-300x75.png\" alt=\"Lil' Lobros logo\" width=\"300\" height=\"75\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/logo1080-300x75.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/logo1080-600x150.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/logo1080-1024x256.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/logo1080-768x192.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/logo1080.png 1080w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/75;\" \/>Patty Rodriguez and Ariana Stein couldn\u2019t find bilingual books (in English and Spanish) celebrating their heritage for their children. They formed their own company, <\/span><a href=\"https:\/\/lillibros.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Lil\u2019 Libros<\/span><\/a><span style=\"font-weight: 400;\">, in 2014, after getting no interest from traditional publishers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"size-full wp-image-7217 alignleft lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/futuro-logo-130828-111x111-1.png\" alt=\"Futuro logo\" width=\"111\" height=\"111\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/futuro-logo-130828-111x111-1.png 111w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/10\/futuro-logo-130828-111x111-1-100x100.png 100w\" data-sizes=\"(max-width: 111px) 100vw, 111px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 111px; --smush-placeholder-aspect-ratio: 111\/111;\" \/>Futuro Media was founded in 2010 by journalist Maria Hinojosa in order to tell stories often overlooked by mainstream media. Futuro Media produces Peabody Award-winning <\/span><a href=\"https:\/\/www.latinousa.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Latino USA<\/span><\/a><span style=\"font-weight: 400;\">, the longest running national Latino news and cultural public radio program.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition to starting the nonprofit Latino Donor Collaborative think tank, businessman Sol Trujillo<\/span><span style=\"font-weight: 400;\"> co-founded <\/span><a href=\"https:\/\/lat.vc\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">L\u2019Attitude Ventures<\/span><\/a><span style=\"font-weight: 400;\">, a venture capitalist firm funding Latino-owned, early-stage companies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<\/span><span style=\"font-weight: 400;\">Hispanic history is American history,\u201d President Joe Biden said <\/span><span style=\"font-weight: 400;\">during <\/span><a href=\"https:\/\/www.whitehouse.gov\/briefing-room\/speeches-remarks\/2022\/09\/30\/remarks-by-president-biden-and-first-lady-jill-biden-at-a-hispanic-heritage-month-reception\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">his speech<\/span><\/a><span style=\"font-weight: 400;\"> at the White House\u2019s Hispanic Heritage Month Ceremony in September.<\/span> <span style=\"font-weight: 400;\">There are simple things that brands and organizations can do to honor that history: Make sure Latinos are telling their own stories; show a diversity of Latino experiences to reduce tokenism; partner with Hispanic organizations; give back to Hispanic communities; and make sure you\u2019re honoring the contributions of Latino individuals year-round, not just during Hispanic Heritage Month.<\/span><\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone size-large wp-image-8041 lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-1024x85.png\" alt=\"Display ad for TDM Library. Text says &quot;Find more content like this in TDM Library. Start my free trial&quot;\" width=\"1024\" height=\"85\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-1024x85.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-600x50.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-300x25.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-768x64.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/85;\" \/><\/a><\/p>\n<p><i><span style=\"font-weight: 400;\">Aliana Ramos is the founder of<\/span><\/i><a href=\"https:\/\/www.miralookonline.com\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\"> Mira\/Look<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">, a startup content aggregator website for news, trends and other resources for the Latino community. She is also a former journalist with over a decade of experience writing for newspapers on education, government, and racial issues. She is a proud Puerto Rican, Dominican American.\u00a0<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What do the dollar sign, lassos, cowboys, horses, corn, and barbecue all have in common? These things have Hispanic roots, and all \u2013 except the dollar sign \u2013 existed before15<\/p>\n","protected":false},"author":2,"featured_media":7212,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[65,57,5],"tags":[74,76],"tdm_type":[92],"class_list":["post-7208","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-diversity-equity-and-inclusion-fundamentals","category-inclusive-marketing-sales","category-blogs","tag-diversity-holidays","tag-race","tdm_type-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Guest Blog: For Successful Marketing, Put Hispanic People Front and Center During Hispanic Heritage Month - The Diversity Movement<\/title>\n<meta name=\"description\" content=\"Brands are still trying to find their footing in their Hispanic Heritage Month celebrations. 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