The Hispanic Marketing Council (HMC) held its annual summit on April 7th and 8th in New York City, where Executive Director Horacio Gavilán emphasized the critical importance of Hispanic marketing strategies for brands seeking growth.

Gavilán noted the significant increase in attendance at this year’s summit, stating, “This demonstrates that in times of uncertainty, it is even more crucial to have a Hispanic marketing strategy. If brands want to grow, they must focus on the Hispanic market.”

He also clarified the distinction between Hispanic marketing and DE&I (Diversity, Equity, and Inclusion), explaining: “DE&I is an internal function, while marketing involves reaching a specific group with a relevant message. Our position is clear: it’s about opportunities, and the greatest opportunity lies within the Hispanic market.”

The HMC aims to guide brands on their “journey” towards effective multicultural marketing strategies. “No matter what stage they are at, a Hispanic strategy is critical,” Gavilán stressed. “When the economy becomes challenging, brands must identify where the highest ROI and growth potential lie, and that place is the Hispanic market.”

Gavilán concluded by urging all brands to prioritize Hispanic marketing: “Every brand, regardless of its product, needs a Hispanic strategy if it wants to grow. The data proves it, and the time is now.”