Hispanic Agencies Are Shaping America’s Story – Every Single Month of the Year

By Daisy Cabrera

It’s Hispanic Heritage Month, which means brands are once again rolling out the usual once-a-year campaigns: colorful cliché visuals, a few Spanish words sprinkled here and there, maybe even a vibrant mariachi track. Cute? Sure. Authentic? Ni de cerca.

Here’s the reality: culture is not seasonal. It doesn’t clock in on Sept. 15 then clock out on Oct. 15. Hispanic agencies know this better than anyone because our work doesn’t pause. It’s year-round, every single day. Punto y aparte.

And let’s be clear; the stakes are high. There are 68 million Hispanics (a diverse mosaic – certainly not a monolith) in the U.S. contributing $4.1 trillion to the economy. We over-index in spending, and drive cultural trends. Multicultural is the new mainstream, not a niche audience. Hay que hablar claro.

So why do national brands still treat the powerful Hispanic market like an afterthought? Why are agencies doing this work, yet getting stuck with “multicultural” budgets that are meager in comparison to what is spent elsewhere? The math isn’t mathing.

If brands truly want to connect, then stop being turistas and start being permanent partners. 

Invest year-round. Showcase your Hispanic PR efforts. Track where your ad spend goes. Put real dollars, mentorship, memberships, investments and resources into Hispanic-led nonprofits, media, and businesses all year. Count how many Hispanic creators you partner with. Actions, not palabras, build trust. 

Hire us, don’t just hype us. Representation is more than casting. Bring Hispanic consultants, writers, creatives, directors, and agencies into the room. Déjanos contar nuestras propias historias. That is where our authenticity lives, after all. 

Hispanic consumers can spot a reel that isn’t real at all. One-off campaigns, or posting a flag emoji won’t cut it. Authenticity comes from elevating real community voices. Show your receipts. Share the impact. Al final del día, consumers want proof, not platitudes. 

While we ALL celebrate and embrace the importance of Hispanic Heritage Month, it is not enough if you are not highlighting us every single day. Brands that pop in once a year feel like turistas. Brands that commit 365 days a year – this is where you lead with respect, relevance, reliability. 

Hispanics are not guests in the American story. We are authors, innovators, and leaders influencing what comes next. For brands that move beyond seasonal gestures and embrace year-round partnership, the reward is more than relevance; it’s trust, loyalty, and growth.

Daisy Cabrera is a seasoned bilingual (English/Spanish) brand and corporate communications consultant with over 25 years in public relations, mainstream and multicultural media relations, crisis communications, event management, influencer partnerships, content creation, and team leadership experience. Visit: https://daisycabrera.com/