The origins of Hispanic Heritage Month.

The origins of Hispanic Heritage Month.

Hispanic Heritage Month

Celebrated from September 15th to October 15th in the United States, is a time to honor the diverse and rich contributions of Hispanic and Latinx communities. However, while this annual observance holds great significance, it is essential to delve into its origins and examine how it has been sanitized by the mainstream market when discussing race and culture in the United States.

Origins of Hispanic Heritage Month

To understand the roots of Hispanic Heritage Month, we must travel back to its inception. The idea for this month-long celebration can be traced back to the mid-20th century, a time marked by social and political change in the United States. It was during this period that various civil rights movements gained momentum, including the Chicano movement, which sought to address the concerns of Mexican Americans.

In 1968, President Lyndon B. Johnson proclaimed a week in September as National Hispanic Heritage Week. The choice of September 15th as the starting date was significant because it coincides with the independence days of several Latin American countries, including Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, México, and my birthday. This week was intended to recognize the contributions of Hispanic Americans to the nation’s history, culture, and society.

The recognition of Hispanic Heritage Week paved the way for an evolution in 1988 when President Ronald Reagan expanded it into a month-long celebration. This expansion allowed for a more in-depth exploration of the diverse Hispanic cultures and their lasting impact on American society. Since then, Hispanic Heritage Month has been an annual celebration, inviting Americans to embrace and appreciate the rich tapestry of Hispanic traditions.

How Hispanic tv is reshaping the entertainment landscape.

How Hispanic tv is reshaping the entertainment landscape.

A new era of Hispanic storytelling is reshaping television and smashing tired stereotypes.

Authentic shows that capture the richness of Latinx experiences are heating up screens both in the US and worldwide.

Forget the one-dimensional maids, criminals, and exaggerated lovers of the past. Say hola to complex, culture-flipping shows helmed by Hispanic creators that offer fresh narratives and multidimensional characters.

From comedies to dramas, these ratings hits drive real culture change by opening minds, starting dialogues, and attracting large audiences across demographics. Hispanic TV is moving from fringe to mainstream with raw, relevant shows that defy expectations.

Comedies Smash Stereotypes

Modern Family paved the way for more nuanced Hispanic characters with the sassy, Colombia-born Gloria Pritchett. Now, One Day at a Time flips the script with a proud Cuban-American family helmed by the fierce veteran Penelope (Justina Machado). It puts a single Latina mother front and center without relying on clichés.

Other comedies take on timely themes. Netflix’s Gentefied spotlights Latino life in a rapidly gentrifying L.A. neighborhood, blending English and Spanish. Social issues get handled with a dose of humor. In HBO Max’s Gordita Chronicles, a young Dominican girl navigates her immigrant family’s struggles and triumphs in 1980’s Miami.

Even reality TV gets a Hispanic flair. The Real Housewives of Miami remake highlights ultra-glam Cuban and Brazilian housewives with telenovela-worthy drama. From catfights to over-the-top parties, it amps up the spice. The Real World Homecoming: Los Angeles reunites the groundbreaking cast that put young Hispanic stories into mainstream reality TV back in 1993.

Dramas Deliver Authenticity

Starz’s raw drama Vida upended assumptions about Latina identity by following two estranged Mexican-American sisters. Darker shows like Netflix’s Narcos unpack the real lives behind headlines about drug cartels. They avoid sensational stereotypes with nuanced looks at people, culture, and politics.

Spanish-language networks also lead with boundary-pushing shows. ComedyLos Espookys from HBO about horror lovers starting a business in Mexico, provides offbeat humor. Period dramas like Bolívar on Netflix turn history into binge-worthy TV.

Powerhouse Creators Tell Authentic Stories

Hispanic creators and showrunners are stepping up as the new power players in entertainment. Their personal experiences lend authenticity.

Gloria Calderon Kellett leverages her Cuban roots in One Day at a Time. Tanya Saracho infuses her Mexican upbringing into Vida. Linda Yvette Chávez pulls from her life for Gentefied’s Los Angeles setting and characters.

Production studios like Ojalá Ignite, Wise Entertainment, and Exile Content specifically boost Hispanic voices behind the camera. Actors like Stephanie Beatriz advocate for more representation and forming their own content creation companies.

Together, these creators flip norms by putting Latino stories and characters front and center on their own terms.

Sparking Culture Change

Hispanic shows drive culture change on multiple fronts. They smash stereotypes, reflect underrepresented experiences, and attract large audiences. Even abuelita is watching!

One Day at a Time draws praise for its nuanced portrayal of a Cuban-American family including themes like immigration, mental illness, and LGBTQ acceptance. Critics laud its ability to teach while entertaining through comedy.

Authentic dramas like Netlfix’s Selena series introduce younger generations to the music legend’s life and Latinx heritage. These shows boost Latinx visibility and understanding from the inside out.

In the 2021-2022 season, Hispanic-led shows like Selena nabbed big ratings across demographics. In fact, they over-index with Latinx and Spanish dominant homes for their buzzy, culture-moving content (Nielsen).

Brands Tap Into the Zeitgeist

For brands, Hispanic shows offer a prime chance to tap into a powerful cultural movement. Savvy marketers are leaning into the zeitgeist with smart partnerships.

Toyota sponsors One Day at a Time and incorporates themes from the show into ads emphasizing family and diversity. Morgan Stanley features Gentefied in its ads touching on heritage and community.

Brands also collaborate with Hispanic stars on custom content and sponsor relevant events. Coca-Cola tapped actor Rafael Alvarez of Gentefied for a digital pride campaign. Verizon partners with Mitú to create shows with rising Latinx creators.

Done right, these integrations can generate buzz while lending cultural cachet. Authenticity is key – Hispanic shows offer bold stories rarely seen in mainstream entertainment. Brands that tune in will connect on a deeper level.

¡Dale! This Is Just the Beginning

With raw, culture-moving shows helmed by Hispanic creators, this entertainment revolution shows no signs of slowing down. The future of TV is brighter, bolder and muy caliente!

Hispanic shows shatter barriers by bringing ignored stories to the forefront. They reveal shared truths that unite us across demographics. Brands that embrace this movement will shape culture while building meaningful mindshare with engaged audiences.

The Growing impact of Hispanic influencers on mainstream America.

The Growing impact of Hispanic influencers on mainstream America.

Pero like, ¡soy un influencer!

Social media has given a powerful platform to dynamic new voices representing the rich diversity of the Hispanic community. Hispanic influencers across categories – from beauty, food and fashion to comedy, literature, activism, music and more – are expanding the mainstream American cultural landscape with fresh perspectives.

By embracing their cultural heritage as a strength, Hispanic creators are connecting deeply with Latino audiences while also educating the broader public about the diverse Latinx experience. Mainstream collaborations further integrate Hispanic stars into popular culture, helping initiate crucial conversations and connections across communities.

The rise of Hispanic influencers opens our eyes to new possibilities and brings us closer together by disrupting outdated assumptions and celebrating the vibrant blend of cultures that makes the US unique.

Comedy stars break stereotypes with humor.

Lele Pons (50M+ Instagram followers as of August 2023), one of the most popular Latina influencers on social media, uses humor to break down cultural barriers. Born in Venezuela and raised in Miami, Pons pokes fun at Latino stereotypes and shares hilarious anecdotes about growing up with a multicultural identity. She represents US-born Hispanic youth who float between English and Spanish while navigating multi-ethnic friend groups and families.

Similar to Pons, Juanpa Zurita (40M+ Instagram followers as of August 2023) leverages his Mexican background and American upbringing for funny, engaging social content. On YouTube, Zurita satirizes common Hispanic parent behaviors and pens odes to traditions like “abuelita’s” cooking. His humor makes the Latino experience relatable. Zurita’s digital comedy empire includes acting, such as a role in the Mexican sitcom “Noobees,” and producing viral short films.

Authentic food content counters assumptions.

On YouTube, Mexican-American chef Illyanna Maisonet demystifies intimidating preparations like tamales in an approachable way. She weaves in personal stories about her tight-knit family, bringing her background to life. Maisonet also uses humor, donning elaborate costumes for videos about dishes like champurrado (a corn-based chocolate drink). Her authenticity and passion for her culture shines through.

Activists drive crucial conversations.

Activist influencers spark important dialogues around issues impacting the Hispanic community. Beauty vlogger Dulce Candy (1M+ Instagram followers as of August 2023), who immigrated from Mexico as a child, discusses topics like racism, police brutality and DACA. She shares her own family’s struggles to raise awareness and create change.

Social justice organizer Jess Morales Rocketto (16K+ Instagram followers as of August 2023) advocates for Hispanic rights. She mobilizes Latina activists nationwide and lifts up critical issues around immigration, healthcare inequality and education access. Rocketto also spotlights positive stories in the Latino community. Her multifaceted content keeps followers engaged.

Beauty content expands narrow standards.

Hispanic beauty influencers are shifting mainstream standards of beauty that have long marginalized Latina features. Makeup expert Desi Perkins (4M+ Instagram followers as of August 2023) provides beauty tips for Latina complexions. She offers hacks for darker undereyes or highlighting naturally tan skin. Perkins collaborates with Kim Kardashian’s KKW beauty line to make products suit a wider audience.

Celebrity collaborations build crossover appeal.

Mainstream collaborations help boost emerging Hispanic talent while introducing diverse artists to wider audiences. Colombian singer Karol G’s features on chart-topping songs like Nicki Minaj’s “Tusa” and Jonas Brother’s “X” showcase her talents. Dominican rapper Tokischa nabbed global fans through collabs with Rosalía and J Balvin.

On social media, crossovers generate buzz between fanbases. A video of TikTok superstar Addison Rae dancing with Mexican pop singer Sofia Reyes became a huge hit. The interaction exposed Reyes to Rae’s 86 million mostly non-Latino followers. Reyes reciprocated by teaching Rae songs in Spanish. These integrations build common ground.

Thought leaders disrupt outdated views

In the literary world, social media allows Hispanic authors to directly engage readers. Benjamin Alire Sáenz (41K+ Instagram followers as of August 2023), who pens young adult books with queer Latinx characters, interacts with fans on Twitter and Instagram. He responds to DMs from struggling teens seeking advice. Followers feel connected to him and the issues explored in his writing.

John and Hank Green, known for educational YouTube channels like CrashCourse, co-authored the novel “The Anthropocene Reviewed” which thoughtfully examines the human impact on Earth. The Mexican-American brothers see social platforms as tools for spreading knowledge and empowerment. They tweet progressive commentary to their engaged fanbase.

Activist Jose Antonio Vargas (40K+ Instagram followers as of August 2023) raises awareness around immigration reform. His Define American non-profit leverages digital media to share humanizing stories about the immigrant experience in the US. Vargas spotlights achievement across industries to combat reductive stereotypes. His work reframes the conversation.

The power of authentic representation.

By boldly embracing their heritage, Hispanic influencers enlarge cultural understanding on social media. They organically integrate Latino perspectives into the social mainstream. Their pride in bilingualism and blended identities represents today’s multifaceted Hispanic youth.

Hispanic influencers invite us into their world on their own terms. Their lived experiences counter one-dimensional stereotypes with humor and vulnerability. They drive crucial conversations and collaborations which reveal shared truths that unite us all.

The growing impact of Latinx creators through digital media reflects our changing national fabric. Their presence inspires us to celebrate our diverse blend of cultures as a strength. Hispanic influencers on social platforms reveal a world of possibilities and bring us closer together.

Yahritza y su Esencia, and a PR lesson brands can learn from.

Yahritza y su Esencia, and a PR lesson brands can learn from.

A lesson taught by Yahritza y Su Esencia

The Mexican-American pop star Yahritza has faced significant backlash in recent weeks over controversial comments she made about Mexico during a magazine interview. When asked about her heritage, Yahritza stated that she was “proud to be an American” and didn’t “really identify with Mexican culture anymore.” She also referred to Mexico as a “broken country” with “a lot of problems.”

These remarks sparked outrage among many Mexican and Mexican-American fans, who found her statements offensive and dismissive of her roots. Critics argued that she was disrespecting the very culture and community that supported her career for years. Some saw it as an act of betrayal and accused her of ingratitude after achieving mainstream success in America.

Within days, the backlash went viral online, with the hashtags #YahritzaIsOverParty and #YoNoSoyYahritza (meaning “I am not Yahritza”) trending on social media. Angry fans posted videos of themselves destroying or defacing Yahritza merchandise to protest her comments. A petition was even launched demanding she apologize.

Yarhitza mocking the way her soda is served in a bag and then apologizing after the backlash.

The controversy quickly escalated as brands and partners rushed to distance themselves from the embattled star. Makeup company Revlon announced it was ending its sponsorship deal with Yahritza, saying her views conflicted with their values of “diversity and inclusion.” Retail giant Target pulled all her products from its shelves. Radio stations stopped playing her music, and she was dropped from performing at several upcoming concerts and festivals.

The situation illustrates how today’s hyper-connected world can instantly amplify backlash and outrage when a celebrity makes an offensive or controversial statement. For brands that partner with influencers, it’s a cautionary tale about proper vetting and maintaining their values consistently.

To avoid similar PR crises, brands should thoroughly research influencers beforehand and assess their history of statements and conduct. Partnerships should only be formed with those whose public persona authentically aligns with the brand’s goals and ideals. Contracts can include morality clauses allowing brands to exit agreements if talent behaves controversially.

Brands must also act swiftly and decisively if an influencer they’ve partnered with does spark backlash for offensive behavior. Quickly acknowledging the controversy, reiterating their own values and terminating the relationship can help minimize damage to their reputation. Staying silent or inactive risks them being seen as complicit or apathetic.

And while it’s easy to dismiss their experience as a Generation Z squabble, remember that their demographic has $360 billion in disposable income, more than double what was estimated in 2020.

Ultimately, brands partnering with influencers must ensure their values are reflected at all times. With proper vetting and proactive reputation management, they can avoid the massive fallout that Yahritza is experiencing for her insensitive comments.

@yahritza

Aquí le dejamos este mensaje desde el fondo de nuestro corazones

♬ original sound - Yahritza

Hispanic shopping: one size does not fit all generations.

Hispanic shopping: one size does not fit all generations.

The Hispanic market represents a critical and rapidly growing demographic for brands today. However, marketers who take a one-size-fits-all approach to targeting this diverse community are missing key opportunities for connection. Generational divides shape distinct shopping behaviors, attitudes and values among Hispanic consumers. While Hispanic boomers display enduring brand loyalty rooted in their early experiences and life stage, millennials and Gen Z show more willingness to experiment, desire for customization, and comfort with digital experiences. The brands that will win with Hispanics are those that avoid generalization. By tailoring messaging and experiences to the unique shopping habits of each generation, marketers can foster deeper, lasting bonds across generations of Hispanic consumers. Taking the time to understand generational nuances is an investment that allows brands to grow alongside Hispanic communities for the long-term.

Boomers: The Status Quo

Here are a few key ways Hispanic boomer consumers (born approximately 1946-1964) tend to shop differently than Hispanic millennials and Gen Z:

  • More brand loyal: Hispanic boomers tend to be more brand loyal and gravitate towards brands they know and trust. They may be less likely to take risks on new or unknown brands.
  • More bargain focused: Price and finding a good deal is often important to boomer shoppers. They are frequently looking for sales, coupons, loyalty programs, etc. to maximize value.
  • Less online shopping: Hispanic boomers generally do less shopping online compared to younger generations who are digital natives. Boomers often prefer seeing/touching products in person.
  • Focus on quality: Hispanic boomers tend to focus more on product quality and durability. They may be willing to pay more for products that will last.
  • In-store shopping: Boomers enjoy going to brick-and-mortar stores to shop. The in-person shopping experience is more important to them than convenience.
  • Less impulse buying: Younger shoppers tend to be more impulse-driven. Boomers are more deliberate and selective when making purchases.
    Traditional payment: Boomers use cash, checks and traditional credit cards more. Younger generations are more likely to use newer digital payment methods like Apple Pay or PayPal.

Hispanic boomers grew up in an era when choice was more limited. Many consumer product categories were dominated by just a handful of major national brands, and boomers formed strong attachments to the brands they knew and trusted. For example, in the 1950s and 60s, Coca-Cola and Pepsi represented a large majority of the soft drink market. Boomers who grew up drinking Coke would be inclined to stick with Coke into adulthood rather than try an unfamiliar cola brand.

This loyalty extended beyond beverages into things like breakfast cereal (General Mills, Kellogg’s), hygiene and beauty products (P&G brands like Tide, Pantene), and automobiles (domestic brands like Ford, GM). By consistently delivering on quality and value over many years, these big brands engendered loyalty that Hispanic boomers came to rely on.

In contrast, millennials and Gen Z have grown up in a consumer environment defined by a proliferation of choices. Retail shelves and online stores now offer a dizzying array of brands clamoring for attention. Young Hispanics today feel less beholden to traditional mega brands and are more willing to experiment with alternatives, particularly brands that are perceived as new, trendy or niche. Their preference is to keep their options open rather than commit loyalty to a single brand.

Beyond habits formed in youth, boomers’ stronger sense of brand loyalty today is also related to their stage of life. As they age and face cognitive decline, sticking with familiar brands is comfortable and avoids confusion that comes with change. Retiring boomers on fixed incomes also have incentive to seek value in the brands they know will deliver quality for the price rather than risk disappointment from trying something new.

For marketers, Hispanic boomers’ brand loyalty presents an opportunity to further strengthen relationships with brands they already use. Effective tactics include emphasizing tradition, nostalgia and heritage in messaging to appeal to boomers’ memories over decades. Providing loyalty rewards, discounts and VIP treatment to long-term boomer customers also helps cement their allegiances. However, marketers must avoid changes that undermine the brand familiarity boomers rely on. Attempts to seem trendier or younger in branding risk alienating loyal older customers.

There are a few key reasons why Hispanic boomers tend to be more bargain-focused shoppers compared to younger generations, even if they have disposable income:

Frugality and saving money is ingrained.

Many Hispanic boomers were raised with values of frugality and stewardship. Wasting money or overspending was frowned upon. They learned skills like budgeting, clipping coupons and waiting for sales. These habits became ingrained at a young age and stuck with them even as they aged. Getting a deal gives a sense of satisfaction and achievement.

Retirement planning

Hispanic boomers today often have retirement on their minds. Even those with decent nest eggs want to make the most of their savings and avoid running out of money in old age. Sticking to a budget and not overpaying unnecessarily helps boomers prolong their retirement finances.

Fixed incomes

Some boomers are fully retired now and living on fixed incomes from social security, pensions or retirement savings. They have an increased incentive to spend wisely and make the most of limited funds. Finding bargains allows money to stretch further.

Debt avoidance

After witnessing economic ups and downs, many boomers are averse to taking on consumer debt, whether via credit cards or financing options. They grew up in an era when frugality was prioritized over buying on credit. Even if they have discretionary money, bargains allow them to save rather than debt finance purchases.

Value Over Status

Unlike younger consumers who may buy certain brands as status symbols, Hispanic boomers generally care more about functional value – getting quality at a good price. Name brands are less important to them if the product does not deliver value. They pride themselves on being informed shoppers.

Brands can appeal to younger Hispanic generations without alienating loyal boomer consumers through some careful balancing acts in their marketing:

  • Use multiple media channels – Increase digital marketing on social, mobile, streaming etc. for millennials/Gen Z, while still doing traditional TV, radio, print ads to reach boomers.
  • Segment in-store marketing – Design designated sections of stores/websites for trendy new products targeted at younger demographics, while maintaining the classic brand image boomers know in other areas.
  • Focus ad messaging on values important to each demographic – For younger consumers emphasize things like entrepreneurship, cultural pride, social causes. For boomers focus on tradition, supporting family, and lifetime loyalty.
  • Create sub-brands or product lines – Develop offshoot brands with separate names/packaging that attract younger shoppers seeking new and exciting. But maintain the core brand identity boomers recognize.
  • Enlist Hispanic influencers – Leverage young Hispanic social media influencers to organically promote products to millennials/Gen Z. But have traditional celebrity endorsers to appeal to boomers.
  • Omnichannel experience – Blend physical store and online options to give choice. Many boomers still want to see/touch products in person, while younger consumers prefer ordering online or via apps.
  • Customer loyalty programs – Offer enhanced rewards and VIP access to loyal older customers who have purchased the brand for years. Give new digital perks on apps for millennials/Gen Z.

The key is to progress the brand in ways appealing to younger demographics but without suddenly overhauling the brand identity and losing trust. A balanced effort preserves that crossover appeal.

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10 challenges brands have breaking into the Hispanic market.

10 challenges brands have breaking into the Hispanic market.

Brands that want to sell their products to the Hispanic market are faced with peculiar challenges that weigh heavy on cultural disconnects. Here’s a list of those top challenges and how your organization can address them.

Hispanic market challenges and the solutions

  1. Language barriers – Hire bilingual marketing staff, translate ads and content into Spanish. Also, don’t forget that the same Spanish words have different meanings across different dialects.
  2. Cultural differences – Research Hispanic cultural values and customs, adapt messaging and positioning. Check out our other post on “Latin American celebrations to add to your marketing calendar.”
  3. Lack of media representation – Increase Hispanic representation in ads and campaigns, partner with Hispanic influencers.
  4. Difficulty connecting with younger generations – Leverage digital marketing and social media favored by younger Hispanics.
  5. Not having a tailored strategy – Develop Hispanic-specific marketing plans, don’t just translate general market efforts.
  6. Distribution challenges – Build relationships with Hispanic grocery chains and retailers frequented by the demographic.
  7. Lack of pop culture knowledge – Familiar with the July 2023 breakup of Rauwsalia or the rise of Peso Pluma that topped the Spotify charts after dear Benito, aka Bad Bunny, was seen hanging around Kendall Jenner? Didn’t think so. Immerse marketing teams in Hispanic culture, media, and communities.
  8. Budget constraints – Reallocate a portion of marketing budget specifically for Hispanic efforts. Start small and test.
  9. Measuring ROI – While this is a standard Marketing 101 practice, set specific KPIs for Hispanic marketing efforts, track engagement and conversions. A disproportionate percent of working class Hispanics have little to no use for desktops, so their main source of media consumption is via mobile.
  10. Trust and brand perceptions – Authentically engage the Hispanic community long-term, not just targeting for sales. Build grassroots connections. They can smell Hispandering faster than “caldo de pollo” in 100°F weather.

The Hispanic market, specifically the working class, has a high wall of where they spend their hard-earned dollars; often after being overworked and underpaid.

But they’re also a loyal demographic that once you earn their respect, they’ll be your brand ambassadors.

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