Zuhaly Ramon, marketing director at the Association of Latino Professionals for America, emphasizes the importance of understanding the diversity within the Latino community when creating targeted campaigns. “Be clear as to who is it that you’re speaking to, and make decisions based on that,” Ramon says. Many campaigns incorporate Spanish phrases, but direct translations can lead to misunderstandings and even mockery.
The NFL’s “Por La Cultura” campaign’s logo change, adding a tilde above the “N,” misrepresented the Spanish language. “It really highlighted how much the organization didn’t know how to literally speak to their Latino audience,” Ramon points out. Maribel Lara, SVP at Sasha Group, advises assembling a diverse team of Latino marketers to succeed.
Having only one Latino person handle the campaign can lead to an incomplete representation and pressure that employee to represent an entire community. “The weight [of that responsibility] is very heavy,” Ramon notes.
Understanding Latino audiences in marketing
Hector Saldívar, founder of a healthy food brand, emphasizes the importance of authenticity. If you are a non-Latino founder, explain your genuine inspiration and connection to Latino culture. Authenticity helps build trust and engagement with your audience.
Brands need to show a broader commitment to the Latino community year-round, not just during Hispanic Heritage Month. Natalie Boden, CEO and founder of Boden Agency, adds, “Do brands only market to women during Women’s History Month? No—you’d miss another 11 months of business.”
U.S. Latinos have a collective purchasing power of $3.78 trillion.
“You have to take a look and see how you can leverage that, tap into that, to grow your business,” Boden states. By avoiding common mistakes and committing to thoughtful, authentic, and year-round engagement, brands can better connect with and serve the Latino community.
