Sonia V. Díaz, President of the Hispanic Public Relations Association (HPRA), underscored the urgent need for increased Latino representation and deeper cultural awareness across the global communications industry, during her participation at the second edition of Latino US Day, hosted by Advertising Week LATAM and powered by PRODU, at the Cannes Lions International Festival of Creativity.

“This is our first year being here, and there’s not just one reason why it’s important — there are many,” Díaz said. “Cannes is known for celebrating creativity, but behind every great campaign are the communications professionals who understand how to engage audiences with cultural nuance.”

She pointed out that while the industry often celebrates creative excellence, there is still a significant lack of Latino visibility at international festivals like Cannes. “Spanish is the second most spoken language in the world, yet Hispanic representation here is minimal. That’s something we’re committed to changing.”

Furthermore, Díaz elaborated on HPRA’s vision to broaden Latino representation at Cannes, specifically by addressing the financial barriers that often prevent many talented professionals from attending. “There’s incredible Latino talent out there that deserves a seat at the table. We hope this partnership with PRODU will grow year by year and help bring more people into the room.”

During the HPRA panel titled “Latino AF – The Culture Shift you Can’t Ignore,” Díaz and fellow speakers shifted the conversation from demographic statistics to the deeper layers of cultural identity. “For decades, we’ve focused on numbers and economic power. But we need to talk more about language, nationality, ethnicity, and generational dynamics,” she added.

Citing global music icon Bad Bunny as a case study, Díaz underlined the power of authenticity in connecting with audiences. “He is the most streamed artist in the world and did it by being unapologetically Latino and unapologetically in Spanish. That’s proof that authenticity resonates — and brands need to catch up.”

For HPRA, being at Cannes is not only about visibility but also about advocacy: ensuring that communications professionals who understand the Latino experience are part of the global conversation. “We are incredibly proud to be here and to be driving this shift,” Díaz concluded.