U.S. HISPANIC
FIAP Face to Face Webinar: Experts Discuss Why the U.S. Hispanic Market Remains Undervalued
2 de septiembre de 2025
Verónica Elizondo, Mara Fernández, Kristin Mizushima, Will Pierce, Flor Leibaschoff and Louis Maldonado
In a recent webinar Face to Face titled 2025 in Reverse: How the Industry Misread 62 Million People a panel of leading ad agency executives discussed the persistent misconceptions and untapped potential of the U.S. Hispanic market. The discussion, hosted by PRODU featured insights from Flor Leibaschoff (BeautifulBeast), Louis Maldonado (d expósito & Partners), Kristin Mizushima (FOUNDERS), Veronica Elizondo (Conill), and Will Pierce (Casanova-McCann).
The panelists emphasized that despite the undeniable economic power of the Latino community, many brands still operate with outdated assumptions. “There are still a lot of misconceptions,” said Flor Leibaschoff, Founder and CCO of BeautifulBeast. “There’s still a misbelief that Latinos don’t have the money to purchase, which for me is like, crazy.” She highlighted that a common mistake is for brands to engage with the community only during Hispanic Heritage Month, rather than building consistent, year-round relationships.
Louis Maldonado, Partner and Managing Director at d expósito & Partners, challenged the notion that upward mobility weakens cultural ties. “There’s this misunderstanding that as we continue to rise and get education, that perhaps we’re less and less connected to our culture,” he said. “In fact, we’re seeing the very opposite. There’s more and more bilingualism and biculturalism.” He noted that younger Latinos are increasingly embracing their culture and language, not just for a stronger sense of identity but to ensure their history isn’t erased.
Kristin Mizushima, Creative Director at FOUNDERS, highlighted the value of working for a truly multicultural agency. Despite her Japanese and Swedish background, she finds the exchange of ideas within her agency highly rewarding. Mizushima argued that the responsibility of championing diverse ideas should not fall exclusively on Hispanic or Latino professionals. Instead, the entire industry—including those from different cultural backgrounds—must be equally educated to fight against stereotypes and a lack of inclusion. She expressed her gratitude for being part of an agency that fosters a genuine appreciation for Hispanic culture, emphasizing that a more inclusive approach benefits the entire industry.
The conversation also focused on the role of stereotypes in advertising. Will Pierce, Chief Strategic Officer at Casanova-McCann, cited a study showing that 80% of Latinos feel they are portrayed as stereotypes, and 92% believe brands should do a better job portraying their culture accurately. “We have a responsibility to push that forward and to do a better job,” Pierce stated. Verónica Elizondo, Creative Officer at Conill, echoed this sentiment, arguing that relying on stereotypes is “the easier and the lazier way” to create a connection, and that agencies must educate clients on the richness and nuances of the community.
Louis Maldonado shared that some brands, like Target and Coca-Cola, have recently reported a loss in Hispanic sales due to current socio-economic factors, forcing them to recognize the significant economic impact of the Hispanic community. This, he believes, will lead to a greater understanding of the value of strategic thought and a more authentic creative process.
