3 essentials for reaching Hispanic audiences

During Hispanic Heritage Month, I hosted a panel featuring influential Hispanic marketing leaders. This motivated me to reflect on how brands can engage in inclusive storytelling.

The U.S. Hispanic population has reached more than 60 million, according to recent U.S. Census data —up from 50 million in 2010. To put that in context, Hispanics comprise nearly one-in-five people in the U.S.

The share of Latinos in the U.S. who speak English proficiently is also increasing. In 2019, more than 70% of Latinos ages 5 and older spoke English proficiently, up from less than 60% in 2000. Driving this growth are U.S.-born Latinos. By any measure, this is a continually evolving consumer and talent market.

Although I am not a member of the Hispanic community, I am—like many Hispanics in the United States—an immigrant. As such, I’m fascinated by all diasporas—the journeys, accomplishments, and relationships we have with our heritage.