organization Alert CMO With a bold new campaign to properly prioritize the U.S. Hispanic market or say goodbye to their careers
Fairfax, Virginia, April 11, 2024 /PRNewswire/ — In today's competitive marketplace, CMOs face tremendous pressure to achieve growth. The clear answer is proper investment and genuine engagement with U.S. Latinos, who are influencing mainstream culture and driving demographic change.of Hispanic Marketing Council (HMC) announced a new campaign at its 2024 annual summit calling on the advertising and marketing industry to “stop the Latin coating.” A message that resonates? Give Hispanic marketing the weight it deserves and connect with integrity, or say goodbye to your career—#STOPLATINOCOATING.
The Hispanic Marketing Council (HMC) announced a new campaign at its 2024 annual summit calling on the advertising and marketing industry to “stop the Latino coating.”
Today's Hispanic market makes up 20% of the U.S. population. $3.2 trillion In terms of GDP, it is effectively the fifth largest economy in the world. Paradoxically, brands continue to miss opportunities by investing less than 4% of their advertising budgets (SMI and Group M) in Hispanic targeting efforts and engaging in what HMC has dubbed “Latino coating.” . HMC is calling on all advertising and marketing professionals, especially her CMOs, to join this movement and stop this inefficient practice by visiting stoplatinocoating.com.
Latinx coating is defined as a superficial marketing approach that coats products, campaigns, media, and entertainment with Latinx elements to show diversity without truly understanding or respecting Latinx culture. Masu. This behavior includes attempts at surface-level inclusion without deeper connections or meaningful expression, such as incorporating stereotypical images, language, or cultural elements into marketing campaigns.
“For us, Latinx-coating is a form of cultural appropriation that seeks to exploit Latinx identity for marketing purposes without truly appreciating or respecting the culture,” said MEL founder and CEO Luis Miguel Messianu (Messianu Edelman Lerma), president and chief creative officer, explained: And the creative director of this campaign. “This is similar to whitewashing, greenwashing, or rainbowwashing, but it preys on Latinx identity and provides a mere illusion of inclusivity by adding Latinx elements to the surface.Hispanic cultural heritage Get activated during the month and pat yourself on the back.”
According to McKinsey & Company, more than one-third of Latinos are dissatisfied with their current product and value proposition. Her CMO who does the bare minimum, ticks the boxes, and engages in Latin-coating is not only harming the organization, but also putting her own career at risk.
HMC advises marketing leaders to…
- Increasing Hispanic Marketing Spend Levels comparable to latinos $3.2 trillion purchasing power. The general market is dead and marketers must be smarter to win the hearts and minds of today's multicultural consumers.
- dig deeper Understanding Latin American Culturerespecting complexity and acknowledging diverse perspectives and experiences to ensure our products and services remain relevant and valuable to Latinos.
- Please make sure that there is meaningful expression. Authenticity comes from truly representing the Latinx community, not just by being visible, but by understanding and respecting their values and experiences. Latinos don't want to be targeted. They want to be noticed and appreciated.
- Seek and pay for appropriate assistance. Working with a partner who truly understands the Latinx cultural background allows brands to truly connect with the U.S. Hispanic market.
“Authentic engagement builds lasting relationships based on trust and mutual understanding. Research shows that when consumers feel truly represented, they are more likely to support and champion brands. “It's time for CMOs to wake up and treat us as we are: the fifth largest global economy,” the HMC chairman added. Isabella SanchezVice President of Media Integration at Zubi.
#STOPLATINOCOATING was developed by MEL, Creyentes, and Creyentes' top creative directors. casanova//McCann with support from across the HMC board.
For more information, visit stoplatinocoating.org. Follow HMC on LinkedIn and Instagram @hmchispanic using the hashtag #STOPLATINOCOATING.
About HMC: Founded in 1996 as the Hispanic Advertising Agencies Association, the Hispanic Marketing Council is a national trade association of all marketing, communications and media companies with trusted Hispanic expertise.
SOURCE Hispanic Marketing Council (HMC)
