Your Marketing May Be in Spanish, but is it Truly Connecting with Latino Audiences?

For one person, a beer is a “chela”. For someone else, it’s a “pola”. An avocado can also be a “palta”. And “torta” might make you think of a sandwich or a birthday cake. These words all mean the same language but are used differently from dialect to dialect.

This is a key example of why it’s so important to know your audience: their culture, their roots, their history, their needs, and their challenges. That understanding allows you to connect with them through content that feels genuine and purposeful.

According to data published by the U.S. Census Bureau in 2026, the Hispanic population reached 70.1 million people in July 2025, representing 21% of the U.S. population. In addition, a 2026 report from researchers at UCLA and California Lutheran University estimates that the U.S. Latino GDP reached $4.4 trillion in 2024. If it were compared to national economies, it would rank fourth in the world. For businesses, these numbers should make the importance of the Latino market clear.

That’s why I want to talk about some of the mistakes businesses make when trying to reach Latino customers.

Mistake #1: Thinking that “Latino” already defines your customer

A Mexican person who recently moved to Chicago and an American with Colombian roots may share some cultural references while having very different needs. A Pew Research Center study published in July 2026, based on an October 2025 survey, found that 53% of Hispanic adults most often use an identity that includes their country of origin or heritage, either on its own or combined with “American.”

That’s why, before creating a campaign, it’s essential to define who you want to help: where they live, what they need to solve, what language they prefer for that particular purchase, and what influences their decision.

A person’s country of origin provides context, but listening to your customers is what allows you to truly understand them. That will ultimately help you speak directly to them instead of making them feel like you’re creating generic content for anyone.

Mistake #2: Translating words without checking what they actually mean

As I mentioned earlier, "chela" in Mexico and "pola" in Colombia can both refer to a beer. "Torta" can mean a sandwich in Mexico and "cake" in Colombia. These are regional expressions, not rules that apply to everyone from a particular country. For a restaurant, these differences can help guide the wording of an advertisement. For a brand with a diverse audience, “beer” may be the clearest option. Before publishing, test your message with people from your target audience. Ask them what they understand and whether it sounds natural to them. Using slang makes sense when it helps communicate your message and fits your brand voice.

Mistake #3: Assuming everyone experiences their identity in the same way

Some people feel like they live between two worlds. Others feel fully American while remaining deeply connected to their roots. Pew reported in 2026 that 57% of second-generation Latinos and 51% of third-generation or later Latinos consider being Latino to be very or extremely important to their identity.

This invites us to explore diverse stories: a tradition that has been preserved, a recipe that changes with each generation, or a business that brings together experiences from two countries or even more.

Not everyone thinks of a place when they hear the word “home.” Sometimes we think of a person, a food, a landscape, a celebration, or even a song. Ask your community what makes them feel at home, and use those stories to create content they can see themselves in and relate to. Nostalgia can be a doorway. So can joy, pride, and new traditions.

Mistake #4: Using words that connect with your audience without actually addressing what they need

Using expressions from someone’s country to get them to become a customer isn’t enough. You also need to understand what they’re looking for, what concerns them, what problem they’re trying to solve, and how you can help.

For example, a remodeling business might say:

“Got a bronca with your kitchen? We can help!”

The expression may feel familiar, but the customer still has a thousand questions: How much does it cost? How long will it take? Where do I start? What do I need to do? Why should I choose them over another company?

A more useful message would be:

“Want to renovate your kitchen but don’t know how much it might cost? We’ll explain what’s included in our estimate and what options are available based on your budget.”

Familiar language can grab someone’s attention. Useful information helps them take the next step and become a real customer.

Mistake #5: Only showing up during Hispanic Heritage Month

It sounds like a joke, but it’s a reality: many companies and businesses show up between September 15 and October 15 to announce that they support the Latino community, often with an image or Reel about Hispanic Heritage Month. But what happens the rest of the year?

Customers notice whether you genuinely care about their culture, history, and roots. They notice it in the way you speak to them, whether you listen to their needs, and how you treat them when they walk through your doors. That connection is built every time you deliver on your promises and demonstrate through your actions the support you promote on social media.

Celebrating Hispanic Heritage Month has value, but it should also lead us to ask:

Are we still sharing the stories of Latino-owned businesses after October ends?

Are we considering them for collaborations? Are we creating content that serves them throughout the entire year?

One month cannot make up for what you don’t do throughout the rest of the year.

If you want the Latino community to connect with your brand, give them reasons to trust you beyond a date on the calendar.

Being Latino isn’t a month or a trend.

Being Latino is a daily source of pride.

And your brand’s support should feel that way, too.

Sources

U.S. Census Bureau (2026). National Hispanic Heritage Month: 2026.

UCLA and California Lutheran University (2026). U.S. Latino GDP Report.

Pew Research Center (2026). The Many Ways U.S. Hispanics Describe Their Identity.

Pew Research Center (2026). Latino Immigrants and U.S.-Born Latinos Differ on How Much Their Identity Shapes Their Lives.