How some businesses flounder with Hispanic Heritage Month marketing efforts

https://www.npr.org/2022/09/26/ [login to see] /hispanic-heritage-month-companies-hispandering-failures-latinos
As companies mark Hispanic Heritage Month, recent high-profile mistakes are demonstrating what not to do, just as much as what companies can do, in hopes of appealing to a Latino audience.

Some marketing efforts are outright cringeworthy, utilizing tacos, sombreros and the Mexican flag in hopes of reeling in members of the Hispanic community, according to Trinidad Aguirre, a Hispanic marketing consultant.

"It's honestly common in my experience. Major brands try to do these things without really attempting to understand our diverse culture, right, and they often miss the mark time and time again," he told NPR.

Aguirre said some companies put forth genuine efforts to honor Hispanic Heritage Month, which takes place from Sept. 15 to Oct. 15 annually, while others just see it as a chance to bring in extra business.

Hispanic and Latino people make up approximately 19% of the U.S. population. And with an estimated $1.9 trillion in buying power, it's important for companies and organizations to get it right with their messaging.

"If you're going to mess up, don't do it. But if you're going to attempt it and do it right, it's going to pay dividends," Aguirre said.