As members of the Hispanic Marketing Council (HMC), we support the “Stop Latino Coating” campaign because the message is clear: Give Hispanic marketing the attention it deserves, connect authentically and you’ll grow your brand.

Today, Hispanics make up 20% of the U.S. population and contribute $3.2 trillion to the gross domestic product (GDP), essentially making them the fifth largest economy in the world. Yet, paradoxically, many brands continue to miss opportunities by investing only small percentages of their advertising budgets to Hispanic-targeted efforts and engaging in what HMC calls “Latino Coating.” Latino Coating refers to a superficial marketing tactic that sprinkles Latino elements onto products, campaigns, media or entertainment for the appearance of diversity without a genuine understanding or respect for Latino culture or communities.

According to HMC, Latino Coating occurs when you:

• Launch a Hispanic Heritage Month campaign thinking that it will suffice for the whole year—it won’t.
• Simply translate or awkwardly adapt campaigns not originally crafted for Latino audiences—this often feels disingenuous.
• Swap Latino faces without adjusting the message or context—one-size-fits all approaches don’t work.
• Believe a sprinkle of percussion or Latino music will resonate with the diverse auditory preferences of the Latino communi
• Rely on exaggerated stereotypes rather than tapping into the rich cultural nuances that truly reflect Latino experiences.
• Presume that non-targeted media placements can substitute for the strategic and creative depth offered by specialized agencies when it comes to engaging the Latino market.

To learn more about the HMC’s initiative visit stoplatinocoating.com, which was launched at HMC’s 2024 Annual Summit. HMC is the only national trade organization representing marketing, communications, and media firms with trusted Hispanic expertise.