How companies can create meaningful connections during Hispanic Heritage Month–and beyond

Follow this guidance to ensure your company pursues genuine inclusion, rather than mere pandering, tokenism or holiday-specific spotlights.

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Hispanic Heritage Month offers Latinx/Hispanic communities a way to share the richness of our diversity with a larger audience.

As communicators, we recognize that diversity is essential to connecting with a broader audience, and representation matters, especially when building brand loyalty. But it all starts with developing an authentic and relatable story.

Here are a few tips for engaging with the Latinx/Hispanic community during our heritage month and beyond.

The most imperative thing people in the Latinx/Hispanic community want brands to recognize is that we are not a monolith. There are more than 20 countries represented during our heritage month, all with different customs, idioms, and colloquialisms. (For example: Cubans, Dominicans and Puerto Ricans have different names for the same [delicious] plantain dish!)

If you’re not sure what words or descriptors to use, rely on the experts. My favorite resource regarding proper terminology is from the National Association for Hispanic Journalists Competence Handbook.

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