Hispanics are the driving force behind shifts in the American demographic landscape and in popular culture. As consumers demand equality and proper representation coupled with culturally literate, responsible practices from marketers, brands must lead with culture-driven insights and centralize Hispanic marketing as a core practice for achieving sustainable market relevance and growth.
To arm them with the cultural insights needed, the Hispanic Marketing Council (HMC) has released its 2021 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market.
The new publication is now available to view online
"We are seeing a troubling trend of brands only investing in diversity, equity and inclusion initiatives—and while DEI is important, that is only one piece of the puzzle," said HMC Chair Gonzalo Del Fa, president of GroupM Multicultural. "With a multicultural majority now a reality for those 18 and under—and soon to be for adults under 35, Hispanics ARE the general market, and brands must shift their thinking and invest in Hispanic marketing commensurate with the enormous opportunity."