Article placement: Top News

Mortgage industry failing Spanish-speaking buyers as Hispanic homeownership surges, says broker – Why the language barrier is holding back Hispanic buyers

By Matt Sexton Every mortgage broker has encountered customers who require additional assistance in understanding mortgage documents. For some, the process is very easy to understand, but others require extra time to understand what they’re filling out on the front end and what they’re getting in loan estimates and closing disclosures. These experiences occur even … Read more

US Economic Forecast 2026-2030

Since our last forecast in September, we have continued to see a rapidly changing economic and policy environment. We recognize that conditions remain highly fluid, so the three forecast scenarios we present in this edition are not meant as precise estimates of where the US economy will end up. Instead, they are built on explicit … Read more

The Bad Bunny Effect: Why This Is Good Marketing

By Carla Urdaneta –  fluent360 When the news broke in 2025 that Bad Bunny would be part of the Super Bowl conversation, the reaction was immediate and loud. Not just from music fans, but from brands, marketers, and audiences who don’t always see themselves reflected in America’s biggest sporting moment. Fast forward to the week … Read more

Latinos Are Not a Bucket Anymore — It’s Time Institutions Catch Up

By Cesar Espindola – Customer Insights & CX Strategy For years, “Hispanic” has been treated as a convenient bucket. But the market has already moved — and the institutions still using that model are falling behind in real time. This isn’t a cultural argument. It’s a growth one. Any organization still “targeting Latinos” as a … Read more

Authenticity Trumps Optimization

Luis Caballero – VP Marketing Strategy and Analytics As a Hispanic, it felt like a triumph of Latino culture. As a marketer, it felt like the ultimate triumph of authenticity. I have a lot of senior marketing leaders I admire, and I doubt many of them would have advised Benito ten years ago to maximize … Read more

Storytelling That Elevates

By Melissa Vela-Williamson, M.A., APR, Fellow PRSA “Stories sell; facts tell” is a popular saying used in marketing and leadership arenas. That’s because stories inspire feelings, help people understand and are more memorable than data. Stories have a historical tradition across all cultural backgrounds and are valuable in our work. I learned early in my … Read more

How Brands Can Win Big in 2026. [REPORT]

The Big Game may be over, but the real story is just getting started. The creative ideas that captured attention and sparked conversation were a masterclass in what’s working with today’s audiences. Our 2026 Super Bowl Creative Analysis reveals the strategies that broke through with 127 million viewers, and what you can apply to your … Read more

Where is your agency in the agency supermarket?

By Robin Boehler Many agencies forget about a critical element of brand positioning when it comes to their own brand. Just what kind of agency are they positioning? This important gap results in agencies missing out on business opportunities daily. In classic brand positioning work, the two core elements are captured by defining “the type … Read more

Bigger than Valentine’s Day: How Hispanics lead with Emotional Intentionality

By Mike Black – Chief Growth Officer at Collage Group.  14% of Hispanics say Valentine’s Day is the holiday they spend the most money on – nearly 2x the total population. The question is … why? Analyzing Collage Group’s Hispanic cultural attitudes insights data, 4 big traits stand out: Familismo (family-first orientation) 89% say family … Read more

The Faces we choose to See.

By Luis Miguel Messianu Every now and then, something happens that jolts us — a cruel image, a careless remark — and suddenly we’re reminded that the work of empathy is never finished. It’s in those moments that we see how fragile our progress can be, how quickly the thin layer of civility can crack. … Read more

Advertising us Showmanship: Rediscovering the Power of Entertaining Ads

By Diego Usai – Marketing Analytics Somewhere along the way, marketing started measuring the wrong thing. We became obsessed with what gets clicked today, instead of what gets remembered tomorrow. Orlando Wood describes two creative instincts in advertising: 𝗧𝗵𝗲 𝗦𝗵𝗼𝘄𝗺𝗮𝗻 and 𝗧𝗵𝗲 𝗦𝗮𝗹𝗲𝘀𝗺𝗮𝗻. One draws attention through storytelling, humor, music, or emotion. The other leans … Read more

Telemundo Delivers Most-Watched Super Bowl in Spanish-Language Broadcast History

Telemundo delivered the most-watched Super Bowl in Spanish-language broadcast history, delivering 3.3 million total viewers, marking a milestone moment for Spanish-language television while solidifying the network’s leadership in live sports. The game topped the prior Spanish-language Super Bowl record by +47%, ranking as the highest-rated non-soccer sporting event in Spanish-language television history, according to Nielsen. … Read more

The Super Bowl as a Latino Cultural Moment

By Marissa Romero-Martin – Chief Insights Officer / Culturati The Super Bowl wasn’t just about football this year. It became a rare collective cultural moment, one where messaging across ads and the halftime show converged around something deeper: pride, self-belief, and shared humanity. In an era shaped by fragmented media, polarized discourse, and algorithm-driven echo … Read more

Beyond the Game: What the Super Bowl Shows About Hispanic Culture

By Maria Lucia Parra – I am a bilingual Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives, as “one size does not fit all”. To understand how Hispanics experienced this year’s Super Bowl, Ingenium Research conducted a comprehensive qualitative study using the 1Q platform, engaging U.S. Hispanic participants … Read more

Santa Cruz Communications Marks 25 Years of Amplifying Latino Voices Through Strategic, Results-Driven Communications

Santa Cruz Communications (SCC), an award-winning boutique public relations agency specializing in the U.S. Hispanic market, today announced its 25th anniversary, celebrating 25 years of amplifying voices across a wide variety of sectors, including entertainment, health, education, nonprofit, finance and sports, through strategic storytelling and trusted media relationships. Founded on February 15, 2001, SCC launched … Read more

Immigrants’ Recent Effects on Government Budgets: 1994–2023. [REPORT]

Recent increases in immigration have rekindled concerns about their effects on government budgets. This paper updates a model of these effects first developed by the National Academies of Sciences, Engineering, and Medicine (NASEM) to shed light on how immigrants, both legal and illegal, and their children affect government budgets. This analysis is the first to … Read more

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