Each year, many companies, organizations and labels observe the period between September 15 and October 15 as Hispanic Heritage Month–an annual monthlong homage to the Latinx community.
In years past, this observance was celebrated by firebrand promotions, large-scale concerts and content designed to celebrate and recognize Latinx “cultura.” Although these activations–whether large or small–have been intended to honor the Latinx community, they’ve often unintentionally perpetuated a stereotype. What’s often gone missing with the usual focus on food and music, with the occasional Latinx superstar or athlete mixed in as a spokesperson, is the recognition that this audience is a compilation of diverse cultures, languages–English, Spanish and Spanglish–and experiences.
Our hope was that this year, following the major dislocations that have embroiled the nation and the world, Hispanic Heritage Month would be different. Would label make the opportunity to further engage the Latinx community in an genuine path? Adjusting the style and actions of this year’s revelries had the potential to better reflect the issues sternly affecting the Latinx community, precisely 😛 TAGEND
A world-wide pandemic that is having a disproportionately higher impact on the Latinx population, from the number of cases and deaths to the fiscal and emotional toll. What’s more, the pandemic has removed further light on injustices of access to health and education. While the data is showing the impact of the pandemic, visuals very are being shared far and wide, like that of two elementary school-aged Latina girls sitting outside a fast-food restaurant to use the store’s free WIFI in order to participate in virtual read. Racial equity and social justice issues that gained greater visibility through the Black Lives Matter movement but too affect local communities, specially our family and friends who mark as AfroLatinx. Immigration issues and policies that believe that this is placed instantly at the Latinx community, from DACA to detention camp on the U.S ./ Mexico strip.
With these issues at the vanguard, our counseling to purchasers was that 2020 was not the year for a fiesta.
The good news is that many labels did swivel to virtual occurrences and observances that addressed the challenges of our time, in a hue that reminded us that such contributions of local communities are vast and specific actions we take today–from completing Census anatomies to registering to vote and safely taking to the streets–can make a difference. And while several firebrands worked hard to reach the Latino audience in a way that was truly authentic, there was at least one firebrand that apologized at the start of the patrimony month.
So how can labels and organizations learn from what worked this year and connect authentically with these communities?
Go beyond simply defining our public by usage or genealogy generation. Instead, ask a series of questions to further define the gathering, such as age, obsession parts, diversions, to truly understand what fixes the specific audience within the Latino community unique. Retain to build psychological connections to your label or formation in a way that goes beyond simply driving obtain. What’s critical here is understanding whether or not your label has the permission space to show up a specific way with the specific segment of the Latino audience you are trying to reach. To genuinely build a connection, demonstrate an understanding of the community and the culture and show up in a way that is authentic to your label. Lastly, remember that we are an audience that is growing in numbers and in some major sells, like LA and Miami, are the general market who deserve attention year-round. With Latinos accounting for almost half( 48.6%) of local populations in LA and virtually 70%( 69.4%) in Miami, it’s important to recognize that in these communities your safarus/ activating is contact someone who is Latinx. But, retain, culture is key, and for both geographies, the Latinx cultures are very distinct, so do your homework.
If you take one thing from this year’s Hispanic Heritage Month, it’s that we’re not just a demographic. For those of us who identify as Hispanic, Latino, Latinx or Chicano, it’s not something we think about one month out of the year, because it’s who we are, every single day.
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