Hispanic Heritage Month
A Playbook for Brands Looking to Make Cultural Waves
Hispanic Heritage Month is more than just a celebration—it’s your opportunity to connect meaningfully with 63.7 million people who are shaping the future of the U.S. economy and culture. Fluentica’s playbook is designed to guide your brand in forging authentic connections with this vibrant audience, whether through marketing efforts to captivate consumers or internal initiatives for employees.
The Importance of Connection
Understanding the US Hispanic Market
Because they’re influencing everything from the economy to cultural trends—and they’re waiting for brands like yours to notice.
$3.2 Trillion GDP
If U.S. Latinos were a country, their economy would rank 5th in the world.
$1.9 Trillion Purchasing Power
Hispanics lead the way among minority markets in the U.S. Don't miss out.
54% Feel Ignored by Brands
This community is ready to engage—if you’re ready to listen.
The Importance of Connection
Understanding the US Hispanic Market
Because they’re influencing everything from the economy to cultural trends—and they’re waiting for brands like yours to notice.
$3.2 Trillion GDP
If U.S. Latinos were a country, their economy would rank 5th in the world.
$1.9 Trillion Purchasing Power
Hispanics lead the way among minority markets in the U.S. Don't miss out.
54% Feel Ignored by Brands
This community is ready to engage—if you’re ready to listen.
A Closer Look at the Playbook
We’ve broken it down so you can build up your brand.
The Diverse US Hispanic Consumer
Understanding Who You’re Speaking To
Explore the rich diversity and shared values that define the US Hispanic audience.
of the U.S. Population
Hispanics are the largest minority group, each with unique cultural identities.
Help others with research for products or purchases at least monthly
US Hispanic consumers often make collective decisions, influenced by trusted voices.
The US Hispanic Consumer Journey
Navigating Decision-Making Processes
Family and community play crucial roles in how decisions are made.
Crafting Culturally Relevant Marketing
Communicating with Respect and Authenticity
It’s more than just words—it’s about respect, authenticity, and storytelling that resonates.
Positive on ‘Hispanic,’ 71% on ‘Latino/a’.
Knowing the right terms can strengthen your connection.
Strategic Marketing for the Latino Community
Creating Effective Strategies
Segmentation, integration, and collaboration are key to success.
Measuring Success and Adapting Strategies
Assessing Impact and Building Trust
Willingness to listen and evolve, and prioritizing of diversity, inclusion, and cultural relevance, will earn trust and loyalty.
Ideas for Hispanic Heritage Month That Last Beyond the Celebration
Create an Inclusive Environment that Lasts All Year Long
Workshops or lunch-and-learns, content that highlights Hispanics (blogs, social media posts, or newsletters), or Employee Resource Groups.
Authentic engagement is ongoing, not just a calendar event.
Stay involved with the community in different ways is key to build meaningful connections.
FLUENTICA's APPROACH
Our Commitment to Cultural Fluency
Because we don’t just talk about cultural fluency—we live it.
At Fluentica, our evidence-based strategies ensure your brand doesn’t just reach the US Hispanic market—it connects, resonates, and builds lasting relationships. With this playbook, you’ll lead the way during Hispanic Heritage Month and beyond.
Take the Next Step
Download our playbook now and position your brand as a cultural leader.
Sources
- International Monetary Fund, U.S. Latino GDP Report, 2023
- We Are All Human Foundation & Nielsen, The Hispanic Sentiment Study, 2023
- U.S. Census Bureau, 2020
- Publicis Media, Adsmovil & ThinkNow, The Hispanic Market Is Not A Monolith, 2022
- Collage Group, Hispanic Acculturation Study, 2020
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