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A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
Hispanic Heritage Month Recap
Written by Autumn Myers, Janel Ilagan, and Kalifa Washington
Hispanic Heritage Month is a time to celebrate those who chose to pay homage to their Hispanic roots and celebrate their culture loudly, with 17 different origins celebrating on September 15 - October 15. Brands have traditionally created trope-like ads or messaging that felt generic to the community. After social media has taken a vocal stance of wanting more inclusivity, collaboration, and storytelling, we saw more brands lean in with conversational moments and product collaborations.
Here are four brands we wanted to highlight who have taken a more active and community stance with ensuring they are championing the community’s voices:
belVita’s growing Hispanic audience inspired a series of posts that included traditional recipes and paired the love of coffee for consumers. This relatability in storytelling was crafted with understanding the audience through research and utilizing the in-house team to share their cultural experiences. Showcasing that diversity from within can be a vital part of ensuring there is an authentic connection between brands and consumers.
Urban Outfitters assembled a group of eight creatives with backgrounds in fashion, art, music, and food. The result: the brand’s Hispanic Heritage Collection, with men’s and women’s apparel. The roster included designs by chef Paola Velez, Rebecca Maria, Peralta Project, Porto’s Bakery & Cafe, Hermanos Koumori, Pangea Sound, Guava LA, and Bueno. Purchases from the collection benefited a $30,000 donation to La Liga del Bario, a Latino youth basketball league that provides sports programs in Philadelphia.
Vicks Vapor Rub leaned in with a social post promoting the generational love connected to Vicks in the community. The copy states: “Abuelas know Vicks VapoRub plus a whole lot of love has the magic touch to provide cough relief to their nietos. Vicks is proud to be a part of so many familias.”
Starbucks has partnered with Hispanic artist, Manuela Guillén, and released limited edition tumblers and cold cups featuring art that inspires an uplifting message for consumers. Alongside their limited edition products, they have invested in the community with different foundations and organizations to support school programs, financial literacy, and healthcare navigation.
Even though Hispanic Heritage Month is over, we can still take these partnerships and social moments into consideration on how we tackle inclusion with more of an authentic lens.
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