National Hispanic Heritage Month is the period from September 15 to October 15 recognizing the contributions and influence of Hispanic Americans to the history, culture, and achievements of the United States. As we celebrate Hispanic Heritage Month, we invite you to take a look at some perspective, and data, from the Latinx community.

Hispanic Heritage Month began to commemorate Hispanic culture and descendants from Central & South American, European, and other nations. It was officially United States-recognized as a week in 1968, then as a month in 1988. September 15 is also significant as Costa Rica’s, El Salvador’s, Guatemala’s, Honduras’s, and Nicaragua’s Independence Days.

The development of this community is reflective of the new American mainstream, with the population of multicultural groups growing significantly in the last decade, and specifically the Hispanic community becoming a critical growth driver of the U.S. economy.

Latinx’s Influence by the Numbers

The most recent U.S. Census data shows a more diverse population, including over 10 million Latinx since 2010, to over 60 million of the 328 million U.S. population.

Compared to the total U.S. population:

  • More than half of the U.S. population increase came from the Latinx community
  • Latinx make up 18.4% of Americans
  • NJ growth – by more than 600,000 people, or 18.7%
  • Almost 1 out of 3 Hispanic Americans are Spanish language dependent or bi-lingual Spanish preferred.

So, how is Marketsmith Addressing the Latinx Community?

The Latinx community is responsible for over 80% of new business. However, leadership in marketing does not reflect this, and unfortunately the pandemic has worsened this. At Marketsmith we understand there are significant opportunities for Latinx representation in marketing internally and externally, and we recently created our own Multicultural Review Board to lift up our Latinx team members and ensure that all of our creatives targeted towards the Hispanic community are translated correctly and respectfully free of pandering.

In many of our campaigns, especially within the state of New Jersey, we specifically target our local Hispanic communities with language and culturally specific creatives. In partnership with our Multicultural Review Board, we utilize multiple sources of data to understand their likes, dislikes, preferences, behaviors, etc. in order to tailor messages and promotions specific to their wants and needs. With the growth and buying power of this population segment only continuing to increase, any brand or company marketing to U.S. consumers would be ill-advised to ignore them.

We are here to help brands tap into the communities around them – contact us for more information!