Happy HHM (or not so happy?)

By Luis Miguel Messianu.  – Founder-President-Chief Creative Officer MEL

I don’t know about you, but Hispanic Heritage Month is just kicking off this weekend, and I’m already overdosing on all the social media posts and shallow brand celebrations.  As far as I’m concerned it feels quite token for brands to opportunistically “show up” during Hispanic Heritage Month! I’m sure this feeling is shared by my African American and Asian American friends when Black History Month or Asian American and Pacific Islander Heritage Month come around, as well as my friends in the LGBTQ+ community when all the Pride brand activations and campaigns pop up out of nowhere.

The sense that brands’ involvement during Hispanic Heritage Month feels “token” or opportunistic often stems from the perception that those efforts in many instances are temporary, shallow, or inconsistent with their year-round practices. Here are some reasons this impression arises:

Seasonal Engagement: Many brands only seem to focus on the Hispanic community during Hispanic Heritage Month, and then return to their usual messaging once the period is over. This suggests they’re jumping on a trend rather than committing to sustained support for the community.

Lack of Authenticity: Some campaigns appear surface-level, relying on clichés, stereotypes, or generic symbols rather than genuinely reflecting the culture, history, and diversity of the Hispanic community.

Inconsistent Representation: Brands that otherwise lack diversity in their workforce, advertising, and leadership may be seen as trying to capitalize on Hispanic Heritage Month without truly advocating for or investing in the Hispanic community year-round.

Focus on Profit Over Purpose: Many campaigns appear more like a marketing tactic than a genuine celebration or commitment to social impact. When the focus is on sales or brand visibility rather than meaningful action, it can feel opportunistic.

Missing Long-Term Commitment: Consumers increasingly expect brands to engage with our communities consistently, not just during designated months. Without ongoing support or advocacy for Hispanic causes beyond this one month, the efforts can seem performative.

To avoid these pitfalls, brands need to build deeper, year-round connections with Hispanic audiences through meaningful, culturally relevant actions. Brands committed to authentically supporting the Hispanic community can take several actions year-round that go beyond token efforts during Hispanic Heritage Month. These initiatives focus on building relationships, promoting diversity, and fostering positive social impact.

Committed companies and brands do the following:

Inclusive Representation in Marketing and Advertising–

• Consistently Feature Hispanic Voices: Highlight diverse Hispanic talent in ads, storytelling, and campaigns throughout the year, not just during culturally significant dates.
•  Avoid Stereotypes: Ensure that the portrayals of the Hispanic community are nuanced, avoiding clichés and promoting the diversity within the culture (regional, generational, linguistic, etc.).
•  Use Authentic Voices: Collaborate with Hispanic creators, influencers, and agencies who deeply understand the community to shape authentic narratives.

Diversity in Hiring and Leadership

• Increase Representation: Actively recruit and promote Hispanic employees at all levels, particularly in leadership and decision-making positions. This ensures that the brand is shaped by diverse perspectives.
•  Support Career Development: Provide mentorship, scholarships, or career advancement programs that support Hispanic employees and leaders in growing their careers.

Engage in Community Investment

• Support Hispanic-Owned Businesses: Partner with and invest in Hispanic entrepreneurs and small businesses through sponsorships, supply chain diversity, or collaborations.
• Philanthropy and Social Responsibility: Contribute to causes that matter to the Hispanic community, such as education, healthcare access, immigration rights, or voter registration efforts. Make these contributions part of long-term commitments, not just during cultural holidays.
• Community Programs: Sponsor or create year-round initiatives that empower local Hispanic communities, such as job training programs, educational scholarships, or small business grants.

Cultural Competence and Sensitivity Training

• Train Employees: Provide ongoing education on cultural awareness, implicit bias, and the specific challenges facing the Hispanic community. This helps ensure that the brand interacts with the community in a respectful and informed way.
• Empower Employees to Participate: Encourage employees to be involved in Hispanic cultural events, advocacy, and community service, integrating these values into the company’s culture.

Year-Round Celebrations of Hispanic Culture

• Highlight Hispanic Contributions Regularly: Showcase Hispanic history, achievements, and innovations across various fields throughout the year, not just during Hispanic Heritage Month.
• Collaborate with Hispanic Creatives: Work with Hispanic artists, musicians, writers, and filmmakers to bring their voices and creations into your brand’s content, helping to promote their work and increase visibility.

Customer Engagement and Feedback

• Listen to Hispanic Consumers: Actively seek feedback from Hispanic audiences to better understand their needs, preferences, and experiences with the brand.
• Create Products for the Community: Develop products and services that genuinely address the needs and preferences of Hispanic consumers, informed by their input and cultural nuances.

Advocacy and Public Support

• Support Policy Changes: Publicly stand with causes that benefit the Hispanic community, such as immigration reform, education equity, and fair labor practices.
• Leverage Influence for Social Justice: Use the brand’s platform to raise awareness on important issues affecting the Hispanic community, and advocate for systemic change that leads to greater equity and opportunity.

By engaging in these long-term, impactful actions, brands demonstrate a commitment that goes beyond opportunism, showing that they genuinely value and want to contribute to the Hispanic community.

I wholeheartedly advise our marketing, brand and comms friends that if they really care about our segment – which by the way is the one providing the much- needed growth everyone is after – they should show their commitment year-round, and not just for 30 oversaturated and cluttered days. You’ll be making this cohort happy, and you will be even happier with the results!