Hispanic Heritage Month kicks off every year on September 15th to recognize the contributions and influence of Hispanic Americans. Its origin began in 1968 as a week-long celebration dedicated to the histories and cultures of Spain, Mexico, the Caribbean and Central and South America. According to the U.S. Census Bureau, a Latino is anyone of Spanish culture or origin regardless of race.
According to the U.S. Census Bureau, Hispanic refers to a person with ancestry from a country whose primary language is Spanish. Latino and its variations refer to a person with origins from anywhere in Latin America (Mexico, South and Central America) and the Caribbean. While the terms Hispanic and Latino are oftentimes used interchangeably, they have different meanings.
Regardless of where we’re from, to most Hispanics, our roots and culture complete our identity. From the food we eat to the music we listen to, being Hispanic is embedded into our customs, holidays, and even simple things like rolling our Rs – it's ingrained into every part of our being. Therefore, it is important to understand that Hispanic Heritage Month celebrates a community that lives its “Latinidad,” – or identity – every single day and not just between September and October.
While Hispanic Heritage Month gives communities and businesses an opportunity to honor Hispanics, society tends to put all its efforts into one month of the year and celebrations are often generalized. This time of year should lift up all Hispanic communities by acknowledging that their individual heritages make them unique, and their lived experiences contribute to creating a diverse society.
So, the question is, how can a brand connect authentically across its marketing and communications efforts with Hispanic consumers who come from many backgrounds? BCW’s JUNTOS ERG and Polycultural Consulting Unit offer the following guidance and best practices on how to engage and connect with the Hispanic community not just during this moment in time but, importantly, year-round. That’s why we’re releasing this guide ahead of Hispanic Heritage Month.
For more information on best practices to engage today’s Hispanic consumers and stakeholders, please reach out to BCW’s JUNTOS Group.