U.S. HISPANIC
Pedro Lerma of Lerma/: Why Cultural Fluency is a Core Competency
6 de marzo de 2026
Pedro Lerma, founder & CEO of Lerma/
Here in the U.S., we know Hispanic audiences are no longer a niche audience. We are the new mainstream. Yet too often, brands treat us as a monolith. And we can tell the difference. You can feel it when a campaign truly sees you, when it honors your experience, your values, your humanity. But you also know that when it misses, it doesn’t just fall flat. It can damage your perception of that brand forever. I believe the secret here is cultural fluency.
Set up a system, not a stunt.
This isn’t just another example of ‘marketing speak.’ Cultural fluency is a rigorous discipline of learning how people see the world, and it requires far more curiosity, respect, and diligence than advertising usually offers. Equal parts business strategy and human understanding, it enables brands to meaningfully connect with diverse audiences while strengthening bonds with loyal followers.
Ensure authenticity throughout.
Cultural fluency gives brands the knowledge and courage to do something we don’t see nearly enough: making underrepresented audiences the heroes in their storytelling. At LERMA/ we created a campaign for The Home Depot that featured independent Latinas taking on big jobs, leading careers in construction and skilled trades. The campaign was led by Latina creatives and rooted in lived experience. It struck a chord with Hispanic audiences, but it also connected deeply with everyone else. Why? Because truth travels. When a story is genuine, it transcends culture.
Dig deep to reach wide.
For too long, the myth was that focusing closely on one segment would alienate others. Our work has proven the opposite. When you lead with deep authenticity, you don’t narrow your audience; you expand it. That’s what cultural fluency is all about. When brands do that, they don’t just grow, they build something that lasts.
Communicate care for communities.
Brands can’t just chase growth from underrepresented audiences. To meaningfully engage, connections can’t feel transactional. To build trust, there must be commitment. And brands have many reasons to invest. Hispanics have shaped American culture for generations through music, food, fashion, film, and technology. We’re not just participants; we’re creators, tastemakers, storytellers, and innovators. Our influence is everywhere, and it’s growing.
Keep fluent with cultural cultivators.
To understand what’s next, look to youth culture and you’ll see that it’s increasingly Hispanic, Asian American, and multiracial. That’s not a trend; it’s the future. Which means if brands want to connect with Gen Z, they can’t just market to diversity. They have to lead with it.
Tell specific stories with universal payoff.
The beauty of cultural fluency is that it celebrates complexity. It’s about understanding the nuances, regional differences, intersectional histories, and cultural truths that make our communities so rich and layered. The more specific and human a story feels, the more universal it becomes.
Cultural fluency isn’t just good marketing. It’s good business. It’s doing good by our communities through empowering portrayals. And it speaks to our shared values, what we at LERMA/ call “creativity for good.”
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