Karla Lucía, AIMM Executive Director, and AIMM Advisory Board Member, shared a powerful message highlighting the undeniable economic and cultural influence of the U.S. Hispanic community. Her remarks were part of the second annual Latino US Day during the Cannes Lions International Festival of Creativity. This exclusive event, hosted by Advertising Week LATAM and powered by PRODU, celebrated and amplified the vital impact of the Hispanic advertising community within the global marketing and communications industry.
Lucía pointed out the significance of being present on such a prominent international stage. “It’s important to be on a global stage because our community comes together. It’s amazing how much it’s grown, and it’s representative of so many people who are committed to this market, particularly for the Hispanic consumer,” she affirmed. “We know that’s where the growth is. And there’s a lot of thought leadership at Cannes talking about the growth audience, which is primarily and first and foremost, the Hispanic segment.”
She underlined this demographic’s unique commitment: “This is a very committed cohort that believes in companies that really believe in them. So right now, it’s our time to double down, to make sure the Hispanic segment knows these companies are representing them, and we’re here together to support them.”
Lucía also highlighted the Hispanic community’s integral role in the U.S. economy. “Hispanics are integral to the economy in the States. They were the ones that were on the front lines during COVID. They hold many of the jobs that keep the country moving forward,” she asserted. “And Hispanics are going to speak with their dollars because the buying power Hispanics have is demonstrable in how they invest their dollars and support companies they believe in.”
She concluded with a call for appreciation and further investment: “I think now is the time to really appreciate the beauty in our country’s diversity. And it’s time to truly double down on what Hispanics represent and the economic power they have.”
Lucía extended gratitude to the event’s hosts and sponsors. “We want to thank first and foremost, PRODU for having us here today, for hosting the Belonging Lounge. The Belonging Lounge is a rolling activation at Cannes, on our industry’s most important stage, and also in many other states in the U.S.,” she said. “The Belonging Lounge is about bringing everyone together so everyone has a sense of belonging. So thank you also to Procter & Gamble for supporting us throughout this festival. There have been eight activations, and every single one has been amazing. There’s been a lot of informational and impactful sessions, and we’ve also had networking opportunities to connect with colleagues and like-minded senior leaders who are committed to making inclusive marketing the central engine for business growth.”
