This Hispanic Heritage Month Is About Brands Building for the Future

As predicted, America’s Hispanic and Latinx footprint continues to grow rapidly. Hispanics now represent more than 20% of the U.S. population, and the U.S. Census Bureau estimates that around 1 in 4 Americans will be Hispanic by 2060.

Yet, brands are slow to catch up, as the younger Latinx generation often feels like an afterthought in brand marketing efforts.

This year for Hispanic and Latinx Heritage Month, ADWEEK shines a light on the cultural influence of this key demographic on the American lifestyle. From brand marketing efforts across verticals like beauty, sports, and entertainment, to advice and lessons on how to connect with the Latinx audience with intention, the coverage below is intended to arm today’s marketers with the cultural insights that can impact the bottom line today and in the future.

Check out our Hispanic Heritage Month coverage here which will be updated with new stories throughout the month.

El Mainstream Chat: The Latinx Influence on American Culture

This ADWEEK Voice series, in partnership with Latinx digital publisher, creative agency, and entertainment company Remezcla, takes a closer look at the demographic’s influence on American culture. From beauty to creators to media, these perspectives are designed to educate the modern marketer of the Latinx cultural nuances embedded in everyday American life.

Chicago Bulls Spanish Insta Speaks Volumes to a World of Fans

Michael Jordan and his championship runs in the ’90s introduced the world to the Chicago Bulls, but the team is still introducing itself to fans who know it as Los Bulls. ADWEEK takes a look at the Bulls’ recently launched Instagram account, @LosBulls, which features Spanish-language content from team members past and present.

The ‘Jefas’ Behind Pepsi’s Latina-Owned Business Movement

In this episode of ADWEEK flagship podcast Yeah, That’s Probably an Ad, PepsiCo’s Esperanza Teasdale and Boden Agency’s Natalie Boden discuss the history of the Jefa program created by PepsiCo‘s “Juntos Crecemos” initiative. The campaign represents the global beverage brand’s commitment to providing short and long-term support to Hispanic small businesses.

Here’s How the News Networks Are Covering Hispanic Heritage Month

Major news outlets like ABC News and CNN have announced themed programming unfolding through Oct. 15, ranging from primetime specials to special segments on popular shows. ADWEEK TVNewser editor Ethan Alter lays out a network-by-network viewing guide to Hispanic Heritage Month coverage.

Why Brands Can No Longer Afford to Ignore Latinx in America

A new report from the Latino Donor Collaborative—a nonprofit organization dedicated to reshaping the perception of Latinx in America—in partnership with market research firm Kantar, outlines how brands can take advantage of the opportunity to connect with this growing cohort. Here are some of these findings.