Winning Over Hispanic Audiences Requires Long-term Planning

Latino and Hispanic staffers must be in the conversation from the very start of new marketing efforts

By Christopher Heine

Despite increasing purchasing power in the past several years, Latin American communities tend to get the most attention from marketers only during Hispanic Heritage Month (September 15–October 15), with too many companies focused on the short-term. To cultivate relationships and build brand loyalty long-term, markers must uncover deeper consumer insights about American citizens whose ancestors came from Spain, Mexico, the Caribbean, and Central and South America.