Alex Miranda of Knock Inc.: “This Is Not Cultural Relevance—It’s Business Performance”

Hispanic consumers in the United States are not only shaping culture but actively driving economic growth, according to Alex Miranda, Director of Inclusive Marketing at Knock Inc., an independent brand experience agency.

Speaking during the SAMA Session: The Hispanic Growth Signal at Latino US Day during Cannes Lions 2026, Miranda emphasized that Latino influence on mainstream American culture is not a recent phenomenon, but a long-standing force.

“Latino consumers in the U.S. have been influencing mainstream culture for decades,” he said. “We see it in food, in music with artists like Shakira and Bad Bunny, and in comedy with Marcelo Hernández on SNL.”

For Miranda, this cultural presence represents a major opportunity for brands looking to grow in an increasingly diverse market.

“Our role as agencies is to help brands understand that potential and turn it into real business impact,” he added.

He also highlighted the importance of contextualizing Latino representation within business strategy, pointing to demographic trends that underscore the community’s economic relevance.

“Latinos have driven 70% of population growth in the United States over the last five years,” Miranda noted. “This is not just cultural relevance—it directly impacts financial performance.”

Miranda also introduced Knock Inc. as a 25-year-old independent brand experience agency founded by Latina entrepreneur Lily Hall, with a client portfolio that includes Fortune 500 companies such as Target, American Express, and Sephora.

For Miranda, events like Latino US Day at Cannes Lions provide a crucial platform for connecting brands with this reality.

“It allows global marketing leaders to understand that engaging Latino audiences is not only culturally important—it’s a driver of business results,” he said.