The news: Hispanic Heritage Month ends on October 15, and much like the last few years, it offered up a few cringeworthy campaigns and missed opportunities.
The theme of the observance this year was “Unidos (United): Inclusivity for a Stronger Nation.” That’s an apt theme, given that Latino households emphasize solidarity and community. But many brands ignored it, leading to high-profile blunders showing what to avoid when appealing to Latino audiences.
Food fight: DC Comics unveiled a series of comic book covers with Hispanic characters like Blue Beetle and Green Lantern, which sparked a flurry of online criticism when readers noticed the heroes clutching packages of tamales and one brandishing a banner that said Viva Mexico!
Baking…tacos? “The Great British Baking Show” thought it was a good idea to have its contestants make tacos for its “Mexican Week” episode, even though the main goal of the competition is to see who can bake the best.
Stopped at the 10 yard line: The NFL’s Hispanic Heritage Month campaign was dubbed "Por La Cultura," which translates to "For the Culture.”
Zoom out: The Hispanic population is sizable, diverse, and a melting pot of cultures.
Better luck next year: For brands looking to court this valuable demographic during 2023’s Hispanic Heritage Month (or sooner), consider the following:
The big takeaway: Approaching this group with sensitivity and research goes a long way; so too does understanding that the Hispanic community is not a monolith and consists of various subgroups.
Go further: Read our new Spotlight on Hispanic consumers.