News
The Pitfall of Performative Marketing: Why Many Brands Miss the Mark During Hispanic Heritage Month
Every September, brands launch Hispanic Heritage Month campaigns filled with vibrant visuals and bilingual copy. Yet many of these campaigns fall flat with the very audience they aim to celebrate. The reason: performative marketing, surface-level nods to culture rather than meaningful and trust-building engagement.
Celebrating Hispanic Culture in a Divided Landscape: The Role of Public Relations Professionals
As a Puerto Rican, I carry my culture with me wherever I go (I will always be Puerto Rican first!). To me, it is more than an identity, it is a rhythm, a resilience, and a celebration of community that cannot be silenced. Recently, I had the privilege of experiencing Bad Bunny’s residency in Puerto Rico, an event that was not only musically powerful but also deeply cultural. It was a space filled with love, pride, and unapologetic expressions of who we are as a people. His artistry has become more than entertainment; it has become a cultural movement. By Elizabeth Domenech - Vice President of Public Relations | Award-Winning PR Strategist | Driving Media Impact, Thought Leadership & Nonprofit Visibility
Hispanic/Latino student-athletes reach record participation across NCAA in 2025
As Hispanic Heritage Month is observed from Sept. 15 to Oct. 15, the NCAA celebrates the impact and growing presence of Hispanic/Latino student-athletes. Their influence can be seen across all three divisions and in nearly every sport, with their overall participation numbers climbing 62% over the past decade.
How Hispanic Aspiration, Family, and Resilience Shape a Brighter Future
The Hispanic dream is a force of optimism and transformation—rooted in the pursuit of family security, financial freedom, generational progress, and sustained by resilience and adaptability. 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”.
Calancha Consulting Group launches in Puerto Rico: A New Strategic Communications, Creative and Media Consultancy for U.S. Hispanic, Caribbean, and Pan-American Market
With the mission to transform how brands connect with multicultural audiences, Calancha Consulting Group (CCG) announces its official launch in Puerto Rico. Led by its CEO and Founder, Carlos A. Calancha Figueras, CCG emerges as a strategic communications, creative, media, and digital influence consultancy designed to offer more agile collaboration, tailored solutions, and measurable results for brands seeking to stand out across Puerto Rico, the Caribbean, and the United States.
Trust, Tech, and the New Financial Playbook: Navigating the Generational Divide [PODCAST]
On this episode of The New Mainstream podcast, Aijaz Hussain Shaik, Senior Director of Thought Leadership & Research at Empower, unpacks how generational shifts, cultural influences, and technology are redefining financial behavior and what it takes to create more inclusive financial systems.
Trust and Transparency in the Digital Age: What Matters to U.S. Hispanics
In a world where digital platforms mediate almost every interaction, trust has become the currency that decides whether people lean in or walk away. For U.S. Hispanics, who are among the most digitally engaged groups in the country, the expectation for transparency is especially high. They know when brands are authentic, and they know when they are not. By Sylvia Vidal - Consumer Insights & Strategy Consultant | Latin America Market Expert | Multicultural Marketing Leader
Data Behind the Beat: Visa data reveals Bad Bunny’s Puerto Rico Residency drove double-digit spending growth
The entertainment industry is entering a new era where music isn’t just a cultural force — it’s an economic engine. Large-scale concerts, superstar tours, and now high-profile residencies are reshaping tourism, boosting local economies, and putting cities on the global map.
A New Branding Framework: The 5Bs
The fundamentals of modern branding and brand-building can be captured in the intertwined 5Bs, a new branding framework.
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.
ONLINE SELF-ASSESSMENT FOR CMOs TO CALIBRATE, MAP AND EVOLVE AI-POWERED MARKETING TEAMS, PROCESSES AND PLATFORMS
The CMO Council announced a new thought leadership program with Zeta Global aimed at engaging senior marketers in a benchmarking process to determine their company’s level of digital marketing maturity, organizational capacity and performance predictability.
Consumer attitudes toward in-car entertainment and media preferences
A new report by Gracenote, the content data business unit of Nielsen, highlights a significant opportunity for car manufacturers to provide consumers easy access to entertainment content across a range of services and types. By optimizing the native in-car infotainment experiences people want, auto brands can gain the power to influence decision-making and drive more revenue.
Have you been influenced yet? What the first IPA Influencer ROI study reveals
A new report from the IPA shines light, for the first time, on the effectiveness of Influencer marketing. Irina Cotovici, Director of Analytics, shares her thoughts on the analysis which will become a ‘go-to’ benchmark for the foreseeable future.
How People Around the World View AI [REPORT]
As the use of artificial intelligence (AI) increases rapidly, most people across 25 countries surveyed say they have heard or read at least a little about the technology.
Los Angeles Tribune launches LAT Español
The Los Angeles Tribune officially announces the launch of the Los Angeles Tribune Español, a new Spanish-language division dedicated to amplifying Latino voices. This initiative represents a historic expansion for the media brand, reinforcing its commitment to inclusion, equity, and global reach. Willie A Lora has been appointed Vice President of the Spanish Division.
Engaging U.S. soccer fans ahead of FIFA World Cup 2026
Soccer fandom in the U.S. is gaining momentum in anticipation of the 2026 FIFA World Cup™. And with this growing audience, brand sponsors and advertisers need to understand who these fans are and how they’re engaging to capitalize on this rising popularity.
Q3 2025 U.S. Marketing Jobs Report: Hiring Softens Amid Policy Uncertainty, Senior Roles Remain Resilient [REPORTS]
Taligence, a executive search firm specializing in senior marketing hires, has once again partnered with Aspen Technology Labs, a global leader in labor market intelligence, to release the Q3 2025 U.S. Marketing Jobs Report. Drawing on a detailed analysis of over 78,000 in-house marketing job listings, the report provides an up-to-date view of how the U.S. marketing talent landscape is responding to ongoing economic and policy volatility.
The Axis Agency Marks 20 Years of Culture-Inspired Marketing That Moves People and Brands
Twenty years a,er redefining what it means to market through culture — and five years after dives9ng from Interpublic Group — The Axis Agency is celebrating a major milestone: two decades of translating cultural fluency into measurable impact for some of the world’s most recognized brands.
PRSA-LA Honors Stephen Chavez as Public Relations Professional of the Year
The Public Relations Society of America, Los Angeles Chapter (PRSA-LA) has named Stephen Chavez, CEO of ChavezPR, as its Public Relations Professional of the Year, one of the organization’s most prestigious honors. Established in 1964, the award is presented annually at PRSA-LA’s PRism Awards to recognize distinguished service and outstanding career achievements.
Cultural Authenticity as a Competitive Edge
Latin America is one of the most diverse and dynamic regions in the world. Each country carries its own blend of traditions, languages, music, and identities, yet consumers across the region share one common expectation: they want to see themselves reflected in the brands they choose. Authenticity isn’t just appreciated, it’s demanded.
