Brands, This Is When You Show Up! Honor Hispanic Heritage with Action

We are living in tumultuous times, marked by change and heightened uncertainty. What is true one day can quickly change into an unknown tomorrow. This is particularly true for immigrant populations or anyone in any way connected to them, which, in many ways, includes all of us.

At C+R, we recognize the value of the Hispanic community and seek to amplify their voices through in-depth research that enables our clients to build stronger, authentic relationships through cultural understanding.  Through the lens of both professional expertise and personal experience, I believe that by creating content that reflects our traditions, values, and aspirations, as well as our role in American society, we proudly share our culture and identity, thus helping brands better understand us.

Recognizing the Challenges Facing the Hispanic Community

We are acutely aware of the heightened pressures that Hispanics encounter today. The difficulties and damaging forces that seek to undermine our community are real, and we acknowledge the voices advocating for fairness, the calls for support, and those whose hearts ache for dignity. Although Hispanic Heritage is a time for celebration, we understand that not everyone within the Hispanic community is currently experiencing such joy.

From Celebration to Meaningful Action

As we answer clients’ questions and reflect on our extensive work with brands and organizations across industries, one conclusion stands out: action is needed now more than ever. The Hispanic community is looking for deeds that go beyond mere words, and these meaningful actions are what will truly resonate and endure.

A Call to Brands and Organizations

For brands and organizations that genuinely value and aspire to succeed with Hispanic consumers, the message is clear—this is the moment to demonstrate your commitment. This is not the time to retreat or hesitate; it is the time to step forward and show up for this community.

Now is the perfect moment for your brand to build strong, lasting connections with the Hispanic community by making thoughtful investments. This involves not just communication but also taking genuine actions. Keep in mind that this is a long-term commitment, requiring ongoing dedication. The best approach will depend on your brand, but these are some critical points for your marketing and brand teams to keep in mind:

• Actions matter. Support communities with visible investments. Throughout the years, when we ask consumers what they want from brands and which brands they trust the most, a common thread emerges: visible, tangible investment in their communities, whether through sponsorships of activities, scholarships, or donations to beautify their neighborhoods.
• Start in your organization. Demonstrate genuine concern for Hispanic colleagues and employees and support for their needs and professional pursuits. Create safe environments that encourage diverse groups to engage in constructive, respectful dialogue and activities that foster cross-cultural understanding.
• Support Latino businesses. Consider featuring a Hispanic-owned company for catering, swag, or events. When sourcing, consider including Black, AAPI, and LGBTQ+ owned businesses as well. Strategize to win with Latinos. Develop winning strategies for Latinos by staying aware of local and national trends and tailoring your approach to serve Hispanic consumers effectively.
• Educate yourself and your teams about this community. Perhaps you’ve already conducted some research, or perhaps you already have a Latino Employee Resource Group (ERG). Maybe you’ve even brought in a Hispanic speaker for your company’s lunch-and-learn. Do it again! You can only improve and grow stronger by continually refining your knowledge. Embrace the community. Hispanics make up 20% of the U.S. population and hold one-sixth of all discretionary spending power (Source: MRI-Simmons USA Spring 2025; SPENDEX data). If respect and justice aren’t enough, our significant buying power should motivate brands to pay attention.
• Persist. Push back against the urge to retreat from your initiatives with Hispanic consumers, or you risk joining brands that later regret their choices and struggle to regain their hearts and loyalty.

Finally, and perhaps most importantly, while Hispanic Heritage is highlighted in September and October, don’t do the same ole, same ole. Celebrate and honor Hispanics all year. Our CultureBeat team can help you connect more meaningfully with Hispanic communities.