Saturday Night Live. The VMAs. The Super Bowl. These staples in American culture have been around for decades, but we are seeing a shift taking place.

We are seeing the Hispanic and Latinx audience active in the mainstream chat.

Making up more than 19% of the country, the Hispanic population continues to expand at a faster rate than the non-Latino population in the U.S., a growth that is largely driven by births, not immigration. Buying power is expected to exceed $2.5 trillion in the next two years. Younger Latinos continue to set up life in the U.S. and fuel the economy through major life events like homeownership and family life, according to the U.S. Latino Youth 2030 report conducted by Latino Donor Collective and Kantar.

This year for Hispanic and Latinx Heritage Month, ADWEEK has partnered with digital publisher, creative agency, and entertainment company Remezcla to take a closer look at the demographic’s influence on American culture. From beauty to creators to media, the following articles are designed to educate the modern marketer of the Latinx cultural nuances we see embedded in the fabric of everyday American life.

This will be a regularly updated list weekly. Click the images below to read them.

A Spotlight On Aesthetic and Identity in Latine Beauty Brands

Remezcla Media Group VP of Hispanic Strategy Sonia Rioja shines a light on how Latine beauty, characterized by its vibrant and varied expressions, is not a fleeting trend.