During the second edition of Latino US Day at Cannes Lions International Festival of Creativity, hosted by Advertising Week LATAM, and powered by PRODU, Sindy Chapa, Associate Professor and Director of the Center for Hispanic Marketing Communication, School of Communication, Florida State University (FSU), emphasized the vital role multicultural marketing plays in the future of the industry.

“One of the most important insights that we’re giving to the industry today is that to keep it growing, we have to take the multicultural marketing approach,” Chapa stated during the P&G and HMC session: “The Only Purpose is Growth.” “It is the only way that we can understand consumers, that we can do the best job when it comes to segmentation, and it’s the best way to consider and develop consumer insights that will help us when it comes to creativity.”

Chapa’s remarks underscored the importance of inclusive strategies that reflect the increasingly diverse makeup of the U.S. population. Her message aligned with the overarching theme of Latino US Day: advancing representation, creativity and growth through a multicultural lens.