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To make a real difference, it’s essential to meet audiences where they are, connecting in ways that truly resonate and drive meaningful impact.

As we celebrate National Hispanic Heritage Month across the U.S., September 15 – October 15, this moment is more than just recognition—it’s a strategic opportunity. For brands aiming to grow, connect authentically, and lead in their industries, the Hispanic market isn’t just influential; it’s essential.

The Economic Power of the U.S. Hispanic Population

U.S. Census data show that with over 65 million Hispanic Americans comprising nearly 19.5% of the U.S. population, this community is a cornerstone of the nation’s economic engine.

Their purchasing power continues to surge, reaching a value of $4.1 trillion, according to the U.S. Latino GDP Report. This is driven by a younger, digitally native, and increasingly affluent demographic.

Understanding the Audience: Insights and Trends

Today’s Hispanic consumers are not a monolith. They are multigenerational, bilingual, and deeply connected to culture and community. According to the 2025 Hispanic Market Guide by the Hispanic Marketing Council, brands that succeed in this space are those that prioritize authenticity, cultural fluency, and purpose-driven storytelling.

Key trends shaping Hispanic engagement include:

• Demand for authenticity: Superficial “Latino Coating” is quickly rejected.
• Creativity: Campaigns that celebrate heritage and identity drive deeper brand affinity.
• Digital fluency: High adoption of AI and digital platforms among Latino entrepreneurs and consumers.
• Latina leadership: U.S. Latinas are a growing force in economic and community influence.

Moore’s Commitment: Local Expertise, Global Reach

At Moore, we don’t just market to Hispanic audiences – we are them, and we partner with them. As a Cuban American, I am proud to work alongside my Moore colleagues representing several other Latin American countries to ensure the work we do on behalf of our clients resonates. We also bring this perspective to our global collaborations. As a proud member of the Public Relations Global Network (PRGN), we are thrilled to announce our role in the newly launched  LatamUp hub a coalition of top-tier agencies across Latin America and the Iberian Peninsula with expertise in reaching Hispanic audiences.

LatamUp brings together agencies from Mexico, Brazil, Chile, Argentina, Spain, Portugal, and Florida, offering clients a one-stop shop for regional communications. This initiative empowers brands to scale across borders with multilingual, global, and locally nuanced strategies, delivered with market precision.

Why It Matters Now

Hispanic Heritage Month is not just about honoring the past; it’s about investing in the future. The Hispanic market is shaping the next generation of consumers, creators, and changemakers. Moore and its network are here to help brands lead with purpose, connect with authenticity, and grow with impact.