When Bilingual Latinos Buy, Who Gets the Credit?

By David Sánchez Y’s

Bicultural, bilingual Latinos are engaging with culturally relevant creative—sometimes in Spanish, sometimes in Spanglish, or even English in stories that reflect their real lives.

But when they convert, they might do so through a general market product, website, or brand.

In companies where general market and multicultural teams operate separately, this can create a blind spot. Even in unified brand structures, it’s easy to miss how deeply cultural storytelling influences the path to purchase.

Here’s the opportunity:

If we start tracking exposure to cultural content—not just clicks or last-touch—we unlock a more complete view of what’s actually working. And we give credit to the creative, insights, and teams that are truly driving impact.

Because no matter the brand structure:

• Culture builds trust
• Culture drives action
• And culture fuels growth

Let’s celebrate the full journey. Let’s design attribution models that reflect how bicultural consumers really live, engage, and buy.

When we connect the dots more clearly, we all win.