Beyond Heritage Months: How Hispanic CPG Brands Are Rewriting Their Marketing Playbook

Every year, heritage months (like Black History Month in February and AAPI Heritage Month in May) recognize the contributions and influence of minority communities in the US. But—like any recognition effort—these months are only as powerful as the conversation surrounding them. And in the past few years, Latinx-led brands watched as the buzz backing Hispanic Heritage Month (September 15 - October 15) softened to a whisper.

The once-prevalent shopping roundups and affiliate link-driven content that boosted brand visibility saw a notable decline. In response, innovative brands like Cafe Aroma and SOMOS took matters into their own hands—moving away from reliance on third-party content and towards brand-owned initiatives. Let’s dig into it →

The Changing Media Landscape

Recently, publishers have begun to move towards affiliate strategies to drive revenue—earning a commission when readers purchase products through links in their content. For CPG brands, this has traditionally meant inclusion …