Culture Is a Growth Strategy
October 7, 2025
Hispanic Heritage Month is both a celebration and a call to action. It honors the histories, cultures, and countless contributions of Hispanic and Latino communities to our culture, our economy, and our shared future. At the same time, it's a reminder that inclusion is not just a value — it's a strategy for growth and resilience. In today's climate of volatility and division, equity and opportunity remain a business imperative.
The paradox of this moment is stark. Communities are being hit at every turn by policy shifts, deportations, and fear — and yet, the Latino economy is one of the brightest growth stories in the U.S. With a GDP of $3.6 trillion, U.S. Latinos collectively represent the fifth-largest economy in the world, larger than India, the UK, or France. Powered by youth, entrepreneurship, and cultural vitality, Latinos are projected to drive 71% of U.S. population growth through 2031. Latinas alone account for $1.3 trillion in economic power. These are not side notes — they are central to America's future.
From a business perspective, the stakes are high. Forty percent of Latinos feel brands don't make an effort to connect with them, while only 4% of marketing budgets are targeted their way. And yet, the brands that listen and invest authentically — from music and sports to tech and retail — are seeing measurable returns in loyalty, engagement, and performance. Culture is not charity. Culture is a growth strategy.
Examples are everywhere: Bad Bunny's performances are setting global records, from his historic Puerto Rico residency that broke Amazon viewership records to his upcoming role as the headliner for the 2026 Super Bowl Halftime Show — a milestone moment of Latino culture on one of the biggest stages in America. At the same time, Latino audiences are fueling NFL viewership growth, and the "Messi Effect" is catapulting U.S. soccer to new heights ahead of the 2026 FIFA World Cup. These moments aren't simply entertainment milestones — they're reminders of the scale, passion, and influence of Hispanic consumers.
But honoring Hispanic Heritage Month means going deeper than celebration. It requires auditing, not abandoning, the programs that expand access. It means building workplace frameworks where Hispanic and Latino talent can thrive. It means ensuring Hispanic and Latino consumers see themselves authentically reflected in the marketplace. When words and actions align, trust grows — and so does impact.
This month is a reminder of both presence and power — and of the responsibility we all share to create workplaces and markets where Hispanic and Latino communities can belong, contribute, and succeed. Inclusion isn't optional. It is how we compete, grow, and build a future worthy of us all.
Beyond the Line. With Courage.
SD