Advertising to the U.S. Latinx Community

What’s Working and What Still Needs Work.

Ad Age spoke to eight multicultural agencies to see how the Hispanic advertising landscape has changed over the years

Latinos accounted for more than half of the United States’ population growth and the demographic now makes up nearly 19% of the country’s total population, according to data from the U.S. 2020 Census released last month.  However, only 6% of the marketing industry’s investment is spent on the Hispanic community, according to the Hispanic Marketing Council. 

But while the amount marketers spend on the demographic hasn’t evolved much, what has changed is how they spend it.

“We’ve seen a very specific move in the multicultural agency’s role from distributing the core marketing message in relevant ways; to active participation in the origination of the core messaging strategies,” Matt Ryan, CEO of consultancy Roth Ryan Hayes said. “Several leading marketers are asking their lead agencies to both deliver multiculturalism at their core and to work collaboratively with their specialist partners.”