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Editor’s note: In this article, ADWEEK deviated from its style of using “Latinx” due to the writer’s preference. “Latine” is a gender-neutral form of the word Latino.
Early in my career, I sat in a job interview for an entertainment writer position when the senior editor hit me with a question I’ll never forget: “Do you have experience covering celebrities beyond Sofía Vergara and Jennifer Lopez?” It was the kind of moment that stays with you—not because it’s rare, but because it’s so painfully common. The assumption was clear: As a Latine, I must only consume Latine content. I must only watch telenovelas, only listen to Bad Bunny, only read about Latine celebrities.
Wrong.
This reductive view is exactly why platforms and brands often fail to connect with Latine communities. The numbers are there. We know our buying power, our influence—everyone does. Latines have the highest film attendance, accounting for 24% of ticket sales. According to SiriusXM, “Hispanic audiences are listening to 46 more minutes of audio compared to general audiences.”
We consume everything from digital platforms to print media at significant rates. So, if we have the numbers, why aren’t we seeing more successful Latine-driven content? Why are shows canceled after one season, brands missing the mark, and labels failing to reach this powerful audience?
The answer is simple: outdated myths about who we are and what we consume. To move forward, we need to debunk these myths and understand three truths: (1) We’re being spoken at rather than listened to, (2) we are nuanced—our interests span far beyond Latinidad—and (3) if you invest the time, we’ll show up—but trust is earned, not bought.
Stop trying to tell us about us
One of the biggest mistakes I see media companies and brands make is assuming they need to teach Latine audiences about themselves. Too often, content feels like a lesson on our own identities, wrapped in forced Spanglish or cultural clichés.
Leave those within our communities to educate one another. We live these experiences every day. What we’re asking for is authenticity. Let Latine actors and writers speak Spanglish if it’s natural for them, not because it checks a diversity box. Allow Afro-Latines to embrace both their Blackness and Latinidad without reducing them to one or the other.