Hispanic Heritage Month
Hispanic Heritage Month is a time to celebrate the rich cultures, histories, and contributions of Hispanic and Latino communities across the United States. What began as a week-long celebration in 1968 now spans September 15 to October 15 each year, marking the anniversary of independence for many Latin American countries including Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, Mexico, Chile, and Belize. Celebrating Hispanic Heritage Month isn’t about understanding these cultures perfectly, it’s about being open to learning, asking questions, and engaging with these diverse communities in a meaningful way.
Here at RED VELVET, one of our core values, "Never Stop Learning," guides how we work with people, represent brands, and bring those brands to life. As a parent raising a first-generation Latina, I feel a profound responsibility to connect my child with her Cuban heritage, ensuring she understands and appreciates the culture that shapes her identity. This is crucial to me because our identities shape our worldview. By fostering cultural awareness and building empathy, both as parents and within our industry, we create meaningful connections with ourselves and others.
For those of us who design experiences centered on connection, this month offers a special opportunity to reflect and take action. It’s a chance to highlight the beauty of our cultural mosaic, understanding that each unique “piece” is essential to creating a more perfect union.
Image Credit: WeGoPublic
“Live events and activations are the one marketing opportunity to get face-to-face with untapped markets and demographics who aren’t “on the same side of the internet” as us, if at all,” says Genesis Cosme, Sr. Designer. “We as an industry have a lot to learn from U.S. Latinos - how family dynamics can make or break personal, individual connections to a brand; how socioeconomic histories and unspoken cultural rules dictate relationships to work and play; not to mention the Hispanic/Latino buying power that grows exponentially year after year. “If planners, producers, and designers are not actively educating and immersing themselves in a larger worldview than their own, they can accidentally exclude entire “silent” majority groups of people across cultures, abilities, orientations & lifestyles. Latino-American needs - translation services, wayfinding, on-site bilingual support teams who are relatable and can help attendees feel safe, etc. - become an afterthought, if not the first line item to be cut.”
It’s crucial to understand that Hispanics and Latinos are not a monolithic group. This diversity must be recognized when designing experiences for these communities. A great example of the nuances in culture and language is how the word for "straw" differs across the Spanish-speaking world. It’s a small but humorous reminder of the complexity and richness within these cultures.
Ultimately, Hispanic Heritage Month is about celebrating the vibrant cultures that shape our society. Whether it’s through food, music, language, or shared experiences, everyone can join in and appreciate the rich heritage that Hispanic and Latino communities bring to our world. By doing so, we not only honor these cultures but also build deeper, more meaningful connections with our peers, our neighbors, and the people we serve in the industry.
Image Credit: SpeakingLatino.com
Genesis says:
“The key is to ask the question, even if it feels silly. Assume you never know. Stay curious. Latinos are generous by nature and love sharing our culture with people who are willing to learn. If you don’t know someone personally, find local resources, organizations, Facebook groups. Plus, no one has to see your Google history.”
So join us in celebrating Hispanic Heritage Month by…
Trying New Foods: Visit a local Hispanic restaurant or food truck and savor the flavors of Latin America.
Learning Spanish: Even if it’s just a few phrases, learning the language can be a powerful way to connect.
Supporting Hispanic Businesses: Show your support for local Hispanic-owned businesses by shopping, eating, and sharing your experience.
Listening to Music: From reggaeton to salsa, dive into the vast world of Hispanic and Latino music.
Celebrating with Others: Ask your Hispanic friends, coworkers, or community members how they’re celebrating, and join in on the fun!
