Multicultural

The Impact of Immigration Enforcement on Hispanic Communities and Businesses

As a Hispanic agency based in Los Angeles, we’re not just observing what’s happening—we’re living it alongside our families, neighbors, clients, and colleagues. The recent immigration enforcement activity across many cities in the U.S. has disrupted lives, created fear, and sparked protest. It’s affected people where they live, work, and shop.

The HMC 2025 Hispanic Market Guide challenges marketers to follow the growth and prioritize cultural COMPETENCY for brand success [DOWNLOAD for FREE]

The Hispanic Marketing Council (HMC) has released its highly anticipated 2025 Hispanic Market Guide as a roadmap to help marketers effectively and authentically connect with the top U.S. growth market: Latinos. The guide features business-building cultural insights, economic and sector data plus reports on media consumption, purchase behavior and Hispanic creativity.

2025 Hispanic Market Overview Report – DOWNLOAD for FREE

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2025 Hispanic Market Overview – titled “VOZ of The American Influencer”

From 2023 to 2024, the Hispanic or Latino population increased by 1.9 million; this gain was larger than the change for all other race and ethnicity groups combined.

The U.S. population age 65 and older rose by 3.1% (to 61.2 million) while the population under age 18 decreased by 0.2% (to 73.1 million) from 2023 to 2024, according to the Vintage 2024 Population Estimates released today by the U.S. Census Bureau.

Diversity, Equity and Inclusion 2025 CHAPTER TOOLKIT [REPORT]

In recent years, diversity, equity and inclusion (DEI) initiatives have faced challenges across various sectors, from corporate boardrooms and state legislatures to educational institutions and government agencies Amid debates over affirmative action and diversity metrics, the need for robust DEI policies remains critical These discussions underscore the complexities of integrating diverse perspectives and the ongoing necessity for constructive dialogue

Cultural Inclusion Isn’t a Campaign, It’s a Strategy

At Cannes Lions 2025, Carlos Santiago, CEO of Santiago Solutions Group, Inc., Co-Founder of ANA AIMM , and Co-Architect of the Cultural Inclusion Accelerator™, made a strong case for why cultural inclusion is more than a trend. It’s a critical driver of brand relevance, consumer trust, and scalable business growth.

How Language Usage Influences Hispanic American Consumer Behavior

For most Hispanic Americans, language is a crucial marker of their identity. According to our research, “both the behavior and perceptions of consumers who speak more than one language might change depending on the language in which the interaction takes place”.  By Hector Rodriguez & Sean Happel

Beyond Translation: How Language and the Sapir-Whorf Hypothesis Inform Hispanic Advertising

Language is a fundamental element in developing thought, identity, and behavior. Among U.S. Hispanic populations, language serves as a communication tool and a conduit of culture, memory, and emotional resonance. In this essay, I explore two language-related topics that are crucial to understanding Hispanic consumer behavior and marketing communication: (1) whether language influences how Latino consumers behave in the marketplace, and (2) the implications of the Sapir-Whorf hypothesis.  By Madison Pellicer 

Critical Essay on Hispanic Consumer Trends in the U.S.

Are Hispanic Brands Taking Over the Grocery Store Shelves?  For this paper, I’ve chosen to focus my research on food brand marketing and the influence that the Hispanic population has had on this industry.  By Sofia Martinez

Why CEOs and CMOs Cannot Ignore the Immigrants Who Built Their Brands and Businesses- What Will You Say?

By Lili Gil Valletta I am an immigrant. I came to this country with a suitcase full of dreams, not speaking English fluently, and a relentless drive to contribute. I believed—like millions do—that America was a place where anyone willing to work hard and show up with integrity could build something meaningful.

Authenticity Is the Strategy. Culture Is the Stage.

Speaking Their Language: The ROI of Inclusive Marketing [PODCAST]

Inclusive marketing isn't just about doing the right thing—it’s about doing what works. When companies fail to speak the cultural language of their audiences, they risk more than lost market share. Brands lose trust, relevance, and relationships. But when inclusion is rooted in strategy rather than performative gestures, it becomes a powerful business driver for long-term growth.

NEW STUDY SHOWS US LATINOS ARE RISING IN SELF-AWARENESS, BUT FEEL INCREASINGLY IGNORED BY BRANDS AND MEDIA

A new study launched today at Cannes Lions reveals U.S. Latinos, one of the largest and fastest-growing consumer groups, are more empowered and brand-aware than ever, but feel increasingly underrecognized by brands and media.

Rising Number of U.S. Households Are Headed by Married Same-Sex Couples

Since 2015, the number of households headed by same-sex married couples in the United States has risen steadily from 425,357 to 774,553 in 2023, according to U.S. Census Bureau data.

Hispanic Influence and Representation in American Entertainment and Consumer Culture

  The United States population is made up of individuals from a variety of cultures, backgrounds, and experiences. With this, Hispanics are a growing part of this diverse population and make up "over 622 million people" in the United States (Korzenny et al., 2024, p.1). They are not only a major part of what makes up our country, but are also key consumers in America. Being such a large part of the population, they hold significant buying power and have an influence over style, trends, and media. However, Hispanic consumers not only influence these elements of our society, but also the American entertainment industry as a whole. Through music, television, and fashion, Hispanics are helping to reshape mainstream culture with their values, ideas, and creative contributions. Yet despite this growing cultural and economic influence, Hispanic consumers and their values have been overlooked, particularly in media and marketing. This essay will explore the growing influence Hispanic consumers have on American entertainment and culture, and why it is essential for media and marketers to recognize and reflect the cultural values they have previously neglected.  By Meghan Bannister Florida State University

Who are the “New Latinos” Understanding the power of Hispanic Consumers in the U.S.

Who are the “New Latinos”   Understanding the power of Hispanic Consumers in the U.S.  By Bella Bozied Florida State University

Neurodiversity Is DEI: Why We Must Speak Up Now

The national conversation around Diversity, Equity, and Inclusion (DEI) has become increasingly polarized, and dangerously so. What began as a long-overdue effort to recognize and protect marginalized identities—based on race, gender, disability, sexual orientation, and more—has turned into a political battleground. Conservative lawmakers in multiple states have pushed to defund DEI initiatives in public education, corporate training programs, and even health systems, arguing that they are divisive or ideological. But make no mistake: the people hurt most by these rollbacks are not ideologies. They are people. And among the most vulnerable are neurodivergent individuals.

DEI and Multicultural Marketing: Where Do We Go From Here?

We live in serious times. DEI programs are being gutted.  At Harvard, DEI offices have been renamed, affinity celebrations canceled, and visible signs of inclusion quietly removed. In Florida and Texas, public universities have been ordered to dismantle equity programs. Teachers are being monitored for uttering words like identity. Libraries are pulling books. And in state after state, lawmakers aren’t just targeting trans rights—they’re erasing the existence of LGBTQ+ families like mine.    By David Morse - Chief Insights Officer, New American Dimensions

Language Out, Culture In: Reframing Multicultural Marketing [PODCAST]

In this episode of The New Mainstream podcast, Randy Gudiel, SVP, Media Director at Orci, shares valuable insights on why consistency, cultural authenticity, and sustained investment are now essential for brands that want to thrive in an increasingly diverse marketplace.

Women’s Sports Foundation Sharpens Its Marketing Game

With the popularity of women's sports soaring, teaming up with female sports organizations is an increasingly winning formula for brands that want to expand their audiences and spike consumer engagement. Just ask Maria Heskin, senior director of marketing and partnerships at the Women's Sports Foundation (WSF), a nonprofit that empowers girls and women to reach their potential in sport and life. Last May, the foundation announced a partnership with annuity company Gainbridge and Parity, a sports marketing and sponsorship platform, to launch a program supporting women and girls through sports and education.