Council Post: ​Closing The Gap: Why Brands Fail To Connect With Hispanic Audiences

Brands are increasingly acknowledging Hispanic consumers, but many still fail to build real connection, relying instead on translated messaging, seasonal pushes, or one-off cultural moments. The piece argues the shift needed is from awareness to cultural fluency and integration into core brand strategy, not treating Hispanic audiences as a separate marketing track. It cites Hispanic consumers at about 19% of the U.S. population, with an estimated $4.1 trillion in purchasing power and more than half age 34 or younger. It references Nielsen’s 2025 Diverse Intelligence Series, including influence across streaming, sports, and social. An example is Southeast Toyota’s “As Hybrid As You Are” campaign.