Making Hispanic Heritage Month Programs Authentic
Each year, we celebrate Hispanic Heritage Month from September 15 - October 15. While some brands produced creative, culturally relevant campaigns this year, other brands still struggle with making authentic connections with the fastest growing population in the country. So, let’s close Hispanic Heritage Month with some ways that communicators can truly and authentically tap into this market.
First comes the understanding that Latinx and Hispanic people are diverse. Often conflated, Hispanic and Latino can overlap but are not the same. Hispanic is linked to language and encompasses countries that speak Spanish like Spain and Mexico, whereas Latino is linked to the geographical areas of Latin America and includes countries like Brazil, where Portuguese is the national language. In addition, focusing on Latino populations required creators and marketers to explore the added layer known as ethnicity which encompasses cultural practices like language and cultural values that differ from country to country across Latin America. Given the amalgamation of the above, any brand or marketer that wants to connect with Latino communities must consider the migration trajectories and history of Latino populations in the United States, as well as understand that the visual identity of Latinos is expansive and includes Indigenous, Black, Queer, multi-ethnic, etc. people. Brands must determine if they are aiming to connect with Hispanic, Latino or both populations, and break assumptions and stereotypes of Hispanic and Latino communities to ensure efforts are expansive and inclusive.
Another tip is understanding that real authenticity comes from bringing life experience and emotions into the mix.
There are aspects of the Latino experience that resonate within the U.S. experience like migration experiences, food, and art that are anchored in feelings/emotion. To truly connect with Latinx/Hispanic audiences, it's crucial to offer culturally driven experiences that resonate on a deep emotional level. Highlighting different cultural elements allows individuals to see themselves reflected in the media, fostering a sense of belonging and pride. Authenticity is paramount when trying to connect with any audience, but it's especially vital when targeting the Latinx/Hispanic community. When stories feel genuine and relatable, they create a lasting impact, leading Latinos/Hispanics to feel that their pride of identity resonates with a brand. Research demonstrates that connecting with customer emotions can pay off. So communicators who get it right add a layer of cultural relevance by assessing what stories are consistently told across brands aiming to connect with Latino consumers, and determining how to strategically select different content creators, news and reporting channels and sites, and messaging structures that cue emotions and feelings. When done with sincerity, respect, and authenticity, brands can build a loyal and engaged following within the vibrant Latinx/Hispanic community.
Dianna Garcia is a Publicist at Zapwater Communications, an award-winning integrated communications agency, who works with a range of diverse clients focused on engaging bilingual audiences. She is a current volunteer on PRSA Chicago’s Diversity & Inclusion Committee.
