To celebrate National Hispanic Heritage Month fully underway, we have created a practical guide to celebrating the occasion through culturally relevant marketing campaigns.

According to the US Census and UGA Economist, the Hispanic population makes up about 19% of the U.S. population and net nearly $2 trillion in annual buying power in 2020 – an increase of 87% since 2010 and growing.

As one of the fastest-growing demographics in the U.S., connecting and engaging with this community can create opportunities for brand growth.

If you want to incorporate Hispanic Heritage Month (or rather any heritage) as part of your marketing campaign, here is what you need to know.

• Avoid culturally insensitive images like beans or tamales, they come off offensive!
• Do it with authenticity, integrity, and respect to the Hispanic community.
• Represent multiple Hispanic heritages in your campaign – there are many cultures to celebrate!
• Partner with influencers who are easily recognizable and authentic

While each September National Hispanic Heritage Month serves as an opportunity for us to recognize the many achievements that Latino and Hispanic Americans have made to our country’s culture and history, it doesn’t end there at Fraser. We recognize that celebrating Hispanic Heritage is just the first step, and that is why we aim to create marketing campaigns that can create a meaningful impact throughout the year.