It’s “that” time of year again – Hispanic Heritage Month. Didn’t we just have “Black History Month” in February, and Asian-Pacific American Heritage Month” in May? Now we have a month – that span through TWO months – for Hispanic Heritage. Why should I care?
Here’s the backstory: national recognition of Hispanic Heritage originated in 1968 as a single week designated by President Lyndon Johnson. In 1998, President Ronald Reagan instituted a full month of commemoration from September 15 to October 15, to coincide with the independence celebrations of five Latin American countries: Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua, all of which declared independence on September 15, 1821. Mexico, Chile, and Belize celebrate their independence on September 16, 18, and 21, respectively.
Now that we have a month to commemorate Hispanic Heritage, just what are we supposed to do?
Well, to start, we acknowledge the Hispanic contributions to the beautifully complex American culture. Many Hispanic and Latino influences are so commonplace in the U.S. that we don’t even recognize them as “other” anymore. Starting with food such as cilantro, jalapeño, vanilla, chili, guacamole, tacos, tortillas (you do know they are “wraps,” right?) and Tabasco sauce (originated from the Mexican state of Tabasco). Popular drinks too, like daiquiris, mojitos, piña coladas, sherry, and tequila, super popular during Cinco de Mayo (which is NOT Mexican Independence Day, by the way!). For the kids, there are fiestas to break open piñatas, and Dora: The Explorer to watch and play. U.S. state and city names are derived from Spanish, such as Colorado, Montana, Nevada, El Paso, Las Vegas, Los Angeles, and San Antonio. Many English-speakers actually speak a bit of Spanish: with words like rodeo, patio, cargo, cafeteria, and cabana, in addition to the ever-popular gracias, nada, hombre, amigo, and sí.
Okay, so we have assimilated some words from the Latino culture- why should that impact what I do daily, especially in the business or nonprofit worlds?
The Growing Hispanic Influence in the U.S.
According to the Census, the Hispanic population has continued to grow; comprising nearly 20% of the U.S. population as of 2020. Today, there are over 63 million self-identified Hispanics in the U.S. and engaging this diverse demographic is more critical than ever for businesses and organizations. By 2060, the Hispanic population will reach 119 million. And Latinos spend mucho dinero on food, clothing, entertainment, services, housing, education, and more. As of 2023, the Latino purchasing power is reported to be over $3.4 trillion annually.
But it’s not just about the numbers.
The Hispanic community is very active on social media platforms and mobile devices. With 80% of U.S. Hispanics using social media daily, often in both English and Spanish, the opportunity for digital engagement is immense. Emphasizing the importance of a mobile-first marketing strategy that speaks to Hispanics where they are most engaged.
Hispanic-Owned Businesses and Economic Impact
Beyond just consumers, Hispanic-owned businesses have also been growing at an impressive rate. As of 2023, Hispanic-owned businesses numbered 4.7 million, generating more than $800 billion in revenue. These businesses not only contribute to the economy but also create cultural bridges within their communities. By supporting and partnering with Hispanic-owned businesses, organizations can build stronger ties with Latinos.
Moreover, the Hispanic community is experiencing significant generational shifts. Younger generations, particularly Gen Z and Millennials, are highly bicultural and bilingual, seamlessly navigating between their Hispanic heritage and mainstream American culture. This duality is reflected in their consumer behaviors, that values authenticity and cultural relevance in brand messaging.
Alright. You have my attention. I SHOULD care about Hispanic Heritage Month. Now what?
Year-Round Engagement is Key
For starters, expand your thinking to ALL 12 MONTHS. It’s great to have a month of Hispanic focus, but why neglect the other 11 months? Compare this to summer breaks, where kids experience the summer slide, and forget valuable teachings. The same can be said for erratic marketing tactics. You may win some sales with a one-time push, but consistent growth occurs over the long-haul. This requires a marketing strategy that engages with Hispanics using the appropriate vocabulary, imagery, and context- on a consistent basis!
Now is the time to incorporate Hispanic outreach as an integral part of your organizations’ growth. Invest in resources that are culturally competent, linguistically and locally appropriate, created or at least reviewed by native speakers. This means: don’t ask the Sales Rep who took Spanish in high school to translate your English messages into Spanish. Similarly, online translation apps are not adequate for complex sales and outreach campaigns- opens you up to liability, silly and risky branding problems!
Engaging a diverse and highly complex multi-lingual demographic requires especial skills and experience- so leverage this commemorative Hispanic Heritage period to go beyond a token Margarita & Tacos happy hour- Kick off a strategic initiative that will increase your sales, (or donations or enrollments or partners).
Amigos, adelante with your celebration, and remember to celebrate for the entire 12 months!
Image sources: ©Monkey Business Images, ©alejandrophotography, @andresr and ©izusek from Getty Images Signature
