If you want to build a lasting relationship with Latine audiences, you need to show long-term commitment. That means investing beyond a one-off effort, whether that’s in content, campaigns, or representation. I’ve been in newsrooms that ask why their Latine audience numbers aren’t growing after years of neglect. The answer is simple: We won’t trust you if you don’t put in the time.

Brands and platforms need to understand that engagement isn’t immediate; it’s earned through time, consistency, and respect. We want to know that we’re being valued, not just in Hispanic Heritage Month but every day of the year. When you prove that, we’ll show up—and we’ll show up big.

This article is part of a special Voice series, El Mainstream Chat, in partnership with Latinx publisher Remezcla. The series is designed to educate the modern marketer on the Latinx cultural nuances embedded in everyday American life.