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!
- Puerto Rican graphic novelist Edgardo Miranda-Rodriguez pointed out that these Hispanic characters were reduced to ethnic cuisine, while Wonder Woman has never been depicted eating a gyro.
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.
- The promotional videos with the sombrero-clad hosts Noel Fielding and Matt Lucas received criticism on social media even before the episode debuted on October 7.
- Bill Esparza, author of “L.A. Mexicano,” called the episode “racist” for its ponchos, sombreros, and talk of a Mexican standoff—leaning into easy caricatures without any meaningful research into the country’s culture.
Stopped at the 10 yard line: The NFL’s Hispanic Heritage Month campaign was dubbed "Por La Cultura," which translates to "For the Culture.”
- It included a list of Latino players, coaches, and staff members on the league's website, an interview with Reggaeton star J Balvin, and an announcement of a forthcoming partnership with Mexican streetwear brand Chito.
- As part of the campaign, the NFL chose to add a tilde to the N in its logo—but since there is no tilde in the Spanish word “nacional," many Twitter users called out the NFL’s laziness.
Zoom out: The Hispanic population is sizable, diverse, and a melting pot of cultures.
- More than 18% of Americans identify as Hispanic or Latino.
- With an estimated $1.9 trillion in purchasing power and improving finances, it's critical for businesses and organizations to craft their messaging effectively.
- US Hispanics and Latinos have several different cultures with various subtle differences.
- Significant regional differences exist: Marketing initiatives for Latinos in Florida should have different considerations than those focused on cohorts in the Northeast or California.