During the second edition of Latino US Day at Cannes Lions International Festival of Creativity — hosted by Advertising Week LATAM, and powered by PRODU — Lela Coffey, VP of Multicultural Business Acceleration of P&G North America, brought attention to the need for deeper consumer understanding, particularly in the U.S. Hispanic market.

“The importance of us being here is to better understand how to serve consumers,” Coffey mentioned, highlighting the significance of this growing demographic. “At Procter & Gamble, we meet the needs of all customers, but the USH segment is incredibly important because of how fast they’re growing.”

Reflecting on the panel — P&G and HMC session: “The Only Purpose is Growth” — Coffey shared what she hopes the audience took away: “The most important thing is the significance of deep consumer understanding and insights. You can’t serve consumers without truly understanding what motivates them, what their problems to solve are, and their jobs to be done.”

Her message aligns with P&G’s long-term commitment to multicultural growth and reinforces the importance of purpose-driven marketing rooted in relevance and cultural understanding.