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Brief Published: 24 Sep 2020

Hispanic Heritage Month 2020: Brand Highlights


With Latinx consumers now comprising over a quarter of American Gen Z (Claritas, 2020) and more brands participating in celebrations of underrepresented communities – see Brands Back Pride 2020 and Black History Month 2020 – Hispanic Heritage Month (September 15 to October 15) is tipped to become a key US marketing occasion. 2020 activations include country-specific merchandise and a consumer-facing grant programme.

  • Brands + Fans Support Latina Businesses: The US demographic most impacted by pandemic job loss is Hispanic women (Pew, 2020), spurring Californian fast-food chain El Pollo Loco’s new grant programme for Latina-operated LA-based food businesses. The brand is also encouraging the public to join its mission, by augmenting the corporation’s $100k commitment, via social-fundraising platform Go Fund Me. The listing raised an additional $10k in the first week. In partnership with nonprofit We All Grow Latina, El Pollo Loco will also create an online directory of Latina food entrepreneurs.

    For more on ‘Brand Business Angels’, see Unlocking Access, part of the Community + Commerce Spotlight which publishes on September 30.

  • Products Celebrate Cultural Identity: Reflecting its bespoke designs in homage to Gay Pride in June, but this time homing in on national heritage, Converse has released its iconic Chuck Taylor All Star sneakers with designs honouring Puerto Rico, the Dominican Republic and Mexico – three of the top four places of origin of Latinx Americans (Claritas, 2020). The brand has also enlisted two Latinx artists (Sentrock and Ruth Mora) to create prints with which consumers can customise Chucks.

    US cycling-fitness brand Peloton has released an apparel collection featuring a design by Salvadoran-American artist Adolfo Gutierrez.
  • Tapping Communal Dollars: Target’s Hispanic Heritage Month activation echoes its Black History Month 2020 campaign which featured the Black founders of brands the retailer stocks. Its Más Que microsite spotlights the founders of beauty brands Honey Baby Naturals and Botánika Beauty, and Target’s Latinx-owned brands across additional categories including décor and food. Target said the name Más Que (‘More Than’) references the diversity of identities and cultures within America’s Latinx community.
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