Asked and Answered

Updated March 11th, 2026

Each month we pose questions to our members on hot issues.

Want to share your thoughts on our five monthly questions? Join the conversation below.

MARCH 11TH, 2026

With So Much Change in Media, What Happens to In-Culture & In-Language Buys?

They don’t disappear — they evolve.

As the media ecosystem fragments, it’s easier than ever to reach audiences by language, behavior, and content preference. AI-powered targeting and dynamic creative have finally unlocked the promise of 1-to-1 marketing. But that only works when brands truly understand culture.

That’s why cultural relevance now matters more than language alone. “Spanish-language” by itself isn’t enough — brands are paying for the right environments, trusted voices, and authentic context that resonate with Hispanic audiences.

Media dollars are also following audiences into streaming. Hispanic viewing is now streaming-dominant, with CTV continuing to grow while OTT struggles and social becomes even more central. As a result, buys are shifting away from a handful of Spanish-language networks toward platform-led, cross-screen plans that include CTV, creators, audio, and publishers.

At the same time, we’re seeing less reliance on single platforms and more diversified, audience-based media mixes. Smarter targeting is raising expectations — and the brands that pair AI with real cultural intelligence are seeing stronger results than those that don’t.

The bottom line? This is not the moment to scale back. In-culture media isn’t “extra” or added value — it’s a growth driver. Now is the time to double down on endemic partners, cultural expertise, and media strategies built for how Hispanic audiences actually watch, listen, and engage today.

FEBRUARY 25TH, 2026

What Research Is Missing in Hispanic Marketing? Here’s What the Industry Wants Next

We asked a simple (and ambitious) question: If budget were a non-issue, what piece of business-building research should we conduct in 2026—and what’s missing in the marketplace? The answers revealed a clear mandate for deeper, braver, and more actionable insight.

Across responses, one theme rose to the top: it’s time to redefine what it means to be Hispanic today. Marketers want updated, living research that reflects how identity, language, culture, and behavior are evolving—right now, not five years ago.

Other key gaps emerged quickly:

Proof of growth, not just reach. There’s strong demand for research that definitively shows pursuing Hispanic audiences drives incremental growth—and that brands grow through inclusion, not at the expense of legacy consumers.
ROI of cultural resonance. Respondents called for a trusted, standardized way to measure the business impact of bilingual and in-culture creative across platforms, including incremental sales and brand lift.
Real media behavior. Marketers want insight untethered from network narratives—how Latino consumers actually discover, engage, and transact across media, sports, music, and gaming.
Language efficacy. There’s appetite for ethnographic and primary research on when, how, and why Spanish-language outreach works—and where it delivers the greatest return.
Economic and cultural context. Understanding how the current climate affects Latino spending, saving, safety, and purchase decisions is seen as critical for 2026 planning.

The takeaway? The industry isn’t short on belief in the Hispanic opportunity—it’s hungry for modern proof points, sharper measurement, and deeper cultural truth. Exactly the kind of research the Hispanic Marketing Council and its members are uniquely positioned to help shape.

FEBRUARY 11TH, 2026

What is your prediction for category spending shifts, particularly among Latinos?

As brands plan for 2026, industry leaders anticipate more deliberate, value-led category spending among Latino consumers, shaped by economic pressure and evolving priorities. Essentials are expected to remain resilient, while discretionary categories face greater scrutiny.

Several respondents emphasized that Latino consumers are not pulling back entirely — they’re becoming more intentional, rewarding brands that clearly demonstrate relevance, value, and utility.

“Latino consumers are continuing to prioritize value, but that doesn’t mean they’re disengaging— it means brands have to earn their place with clearer benefits and cultural relevance,” said Randy Gudiel of Orci.

Others, like Diana Jones also of Orci, pointed to a growing divide between categories that meet everyday needs and those that rely on impulse or aspiration, underscoring the importance of understanding shifting motivations. “We’re seeing a reset in discretionary spending, with consumers making more thoughtful choices about where their dollars go,” she said.

There was also optimism that brands that stay close to culture and consumer realities can stillunlock growth, even in a cautious environment.

“The opportunity is there for brands that understand how Latino priorities are evolving and adjust accordingly,” said Nestor Perinot of Prisa Media.

Bottom line: In 2026, category spending among Latinos is expected to be measured, intentional, and value-driven — favoring brands that deliver everyday relevance and authentic cultural connection over one-size-fits-all approaches.

FEBRUARY 4TH, 2026

How do you think Hispanic and multicultural marketing budgets will change in 2026?"

According to HMC members, Hispanic and multicultural marketing budgets are expected to hold steady — with sharper scrutiny and higher expectations. While brands continue to recognize Hispanic consumers as a primary growth driver, economic uncertainty is pushing marketers to prove impact, not just intent.

“Brands know that growth is going to come from multicultural consumers, but budgets will be under pressure to prove they’re driving real business impact,” said Pedro Lerma, LERMA/.

Rather than pulling back, brands are becoming more disciplined, prioritizing strategies that demonstrate cultural fluency and measurable results.

“Hispanic marketing will be more present than ever, but brands will be more selective and intentional about how and where they spend,” said Camila Llano, Proximo Spirits.

Bottom line: Budgets may not surge in 2026, but the importance of Hispanic and multicultural marketing continues to rise — and marketers who deliver relevance, effectiveness, and ROI will be best positioned to win.

JANUARY 2026

"What trends are you watching in 2026?"

Technology remains front and center, particularly AI’s impact and how cross-platform behavior is evolving among Latino audiences, suggests Doug Hyde from Entravision. He’s also watching political engagement and the Latino vote’s growing influence.

Alma’s Angela Rodriguez reports they’re “closely tracking real vs reported behaviors and where the discrepancies lie between the headlines and reality.”

Others are monitoring World Cup spending patterns and the evolution of market terminology—from “Hispanic” to “Growth Market” and other emerging frameworks for multicultural campaigns.