What’s Broken in Hispanic/Latino Research and What It’s Costing Brands

Hispanic/Latino consumers are driving U.S. growth, but many research systems still flatten their complexity. Here’s where that breaks down and what that costs brands.  By Marta Villanueva - President and Founder at NuThinking, Inc.

Missing Latino Culture Is Missing the Market

For decades, African Americans have shaped culture, driving trends, defining language, and setting the standard for what is considered cool. Today, we are seeing a meaningful shift. Latino culture is stepping into that same shared spotlight, not as a replacement, but as an equally powerful force shaping what comes next.

National Pork Board enlists actor Paulina Chávez to Celebrate Pork’s Flavor, Cultural Roots Amongst Hispanic Gen Z, Millennials

The National Pork Board (NPB) announced the launch of “Explora Todo El Gusto Del Pork™,” a nationwide consumer brand campaign designed to drive long-term demand for pork by engaging Hispanic Gen Z and Millennial consumers, a segment that represents roughly 40% of the 68 million Hispanic population in the U.S., and one of pork’s most important and fastest-growing customer bases.

Estamos Bien to Somos America: How Bad Bunny Elevated Culture as a Channel at the Halftime Show. [INFOGRAPHIC]

After months of spirited conversation and speculation, Bad Bunny’s performance at the Super Bowl LX’s halftime show made one thing clear: for brands to grow, they need to build relationships with the consumers of tomorrow today.

2025 Hispanic Market Thought Leaders – Available for DOWNLOAD for FREE

HispanicAd offers its annual report on key industry trends and honors the Top Marketing Executives with US Hispanic & Multicultural area. This report offers an depth analysis of the executives and their companies setting the standard of excellence for the US Hispanic Marketing industry.  

2025 Hispanic Content Report – Available for download for FREE

HispanicAd offers its annual report on key Content, Data & Social usage strategies, along with the importance of using Data strategies to engage the US Hispanic Consumer.

The HMC 2025 Hispanic Market Guide challenges marketers to follow the growth and prioritize cultural COMPETENCY for brand success [DOWNLOAD for FREE]

The Hispanic Marketing Council (HMC) has released its highly anticipated 2025 Hispanic Market Guide as a roadmap to help marketers effectively and authentically connect with the top U.S. growth market: Latinos. The guide features business-building cultural insights, economic and sector data plus reports on media consumption, purchase behavior and Hispanic creativity.

2025 Hispanic Market Overview Report – DOWNLOAD for FREE

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2025 Hispanic Market Overview – titled “VOZ of The American Influencer”

WHERE THE MOMENTUM REALLY LIVES – 68.5 MILLION STRONG. BUILT FOR SCALE. BUILT FOR THE FUTURE.

This map isn’t just demographics.

Acculturation getting Fuzzy …..

In U.S. Hispanic segmentation models, the acculturation model is still being widely used without overlaying the Generation Model.  By Begonia Martinez - Project Based: Moderator/Qualitative Researcher:Generation Z and U.S. Hispanic|Brand Consultancy

Doing Business: U.S. vs. Latino (Mexican) Approach

After working in business on both sides for many years, I’ve noticed something important. By Félix J. Medina - Winning the Latino Market

HMC ANNOUNCES 2026 STRATEGIC EXCELLENCE AWARDS SHORTLIST AS PROGRAM MARKS 20-YEAR MILESTONE

The Hispanic Marketing Council (HMC) announced the short list for the 2026 Strategic Excellence Awards Powered by Collage Group, the industry’s only competition honoring strategic excellence in Hispanic and multicultural marketing. Now celebrating its 20th year, the awards recognize breakthrough cultural insights, superior strategic thinking and effectiveness in engaging Latino audiences and driving business growth.

The 2026 World Baseball Classic: How National Pride Unlocks Revenue

The 2026 WBC transcended sports, becoming a vivid showcase of cultural pride across nations, with players elevating national jerseys above club glory and fans fueling a spending surge. Players from powerhouse and underdog nations alike voiced raw passion for representing their flags, often ranking WBC above World Series triumphs.

Three Flags, One Beautiful Game!

100 days before World Cup 2026, Mexico, the U.S. and Canada offer brands a once in a lifetime chance to turn multicultural unity into more than a slogan.  By Luis Miguel Messianu

HMC HONORS THE HOME DEPOT AS 2026 HMC MARKETER OF THE YEAR

The Hispanic Marketing Council (HMC) has named The Home Depot as its 2026 Marketer of the Year, recognizing the brand’s strong engagement with the U.S. Hispanic market—demonstrated through culturally grounded strategy, creative excellence, and long-term investment. The award will be presented to The Home Depot Senior Vice President and Chief Marketing Officer Molly Battin at the 2026 HMC Annual Summit on April 23 in New York City.

Telemundo launches Café Golazo,

Telemundo announced Café Golazo, a new multi-city community conversation series debuting in Phoenix under its national sports impact initiative, Tu Momento. Tu Jugada., which champions the transformative power of sport to inspire character, teamwork, and leadership across communities nationwide.

The Quiet Retreat: Why Brands Are Still Investing in Multicultural Consumers, Just Not Publicly

Over the last year, I’ve noticed something interesting.  Several brands have publicly scaled back, rebranded, or quietly dismantled their multicultural marketing efforts. Some announced it. Others simply removed the language from their websites, shifted titles internally, or reallocated visible budgets.  And yet.  Behind closed doors, those same brands are still investing in multicultural research. By Mario Xavier Carrasco - Multicultural Insights Leader @ ThinkNow

When Bad Bunny’s Half Time Show Doesn’t Feel Like “For You” But Having Arnold As Your “Neighbaaa” Does, And What It Means for Advertising

When Bad Bunny lit up the 2026 Super Bowl halftime show, the performance was vibrant, proud, and deeply rooted in Latin Caribbean culture. It reminded me of moments I’d experienced in San Juan (the music, the energy, the homes, the colors), but I still didn’t feel fully connected. It felt like watching someone else’s cultural celebration, impressive, but not mine.  That moment reminded me how advertising works. By Edwige Winans - Multicultural Insights

The AI Culture War: Battleground for Cultural Competence

Artificial intelligence has reshaped how marketing works. It analyzes massive datasets in seconds, streamlines workflows, surfaces patterns humans might miss, and generates ideas at unprecedented speed.  But beneath the excitement lies an uncomfortable truth. Artificial Intelligence is becoming the most influential storyteller in marketing without understanding the people it represents. And that should concern all of us. This is not a theoretical disconnect, but one that is happening now. At scale! Largely unnoticed, it has real consequences for how cultures are seen, heard, and engaged.  By Donnie Broxson - CEO & Cultural Intelligence Leader

AHA Report [REPORT]

The AHA Report explores how cultural identity influences the purchasing behaviors of Affluent Hispanic Americans (AHA)—the most underexplored opportunity for U.S. luxury growth.