The Hispanic consumer has become one of the strongest drivers of business growth in the United States, yet marketing investment continues to lag behind that reality. That was the central message of “The Hispanic Market as a Signal of Growth”, a panel at Latino US Day during Cannes Lions.

Moderated by Gisella Fu-Ripp, SVP of Sales at LatiNation, the discussion featured Alex Miranda, Managing Director of Inclusive Marketing at KNOCK Inc.; Flor Palazzolo, founder of Civil Mafia; and Jorge Plasencia, Co-Founder, Chairman and CEO of Republica Havas and Global Chief Client Officer of Havas Creative Network.

Fu-Ripp opened the conversation by highlighting the disconnect between the market’s importance and the industry’s investment.

“Hispanics represent about 20% of the U.S. population, yet receive less than 5% of multicultural marketing budgets,” she noted. For Palazzolo, the brands achieving the greatest success are those that begin with culture rather than the product.

“The brands that get it right start with the community,” she said. “They don’t build from the company outward—they understand behaviors, identify the culture they want to be part of, and find a meaningful role for the brand within that community.”
Miranda agreed, emphasizing that sustainable growth begins with a deep understanding of consumers rather than demographic assumptions.

“The future of marketing is community, heart, soul, and humanity,” he said. “Latinos are incredibly diverse, but they’re also incredibly loyal when brands get it right.” Plasencia argued that multicultural audiences have shifted from being a diversity conversation to becoming a business imperative.

“Since the pandemic, virtually all population growth in the U.S. has come from multicultural consumers,” he said. “CEOs and CFOs are now asking how to reach these audiences because that’s where future growth will come from. This is no longer about DEI—it’s about business acceleration.” The panelists also agreed that marketers need to move beyond translation and embrace cultural relevance.

“Don’t translate campaigns,” Miranda advised. “Research your audience, understand the cultural nuances, and create work that makes consumers feel, ‘They understand me.'”

Technology and measurement were another key focus of the conversation. Miranda highlighted new tools that evaluate cultural effectiveness alongside traditional performance metrics, while Plasencia shared how Republica Havas’ Culture IQ and Havas’ investment in AI-powered research are helping brands better understand multicultural audiences.

Palazzolo called on chief marketing officers to create more opportunities for independent agencies and smaller businesses to contribute innovative ideas.

“Reserve part of your budget to listen to smaller companies,” she said. “We have the ability to move quickly and deliver highly relevant ideas.” Closing the session, Plasencia encouraged brands to see agencies as long-term strategic partners.

“We’re here to help clients win,” he said. “Use our insights, our data, and our expertise to grow your business.” The panel concluded with a shared message: the Hispanic market should no longer be viewed as a specialized segment, but as one of the clearest indicators of where future growth will come from for brands willing to invest with cultural intention.