Why Flor Leibaschoff Is Glad Hispanic Heritage Month Is Over

Finally, Hispanic Heritage Month is over. 

I guess Hispanics will stop shopping until next September, right?  

Of course not! But am I glad HHM is behind us? 

You bet I am!  

It’s time to discard the checkbox mentality and the superficial “Latino coating.”  

Now, Latinos will finally see which brands are truly committed to us—no more performative actions!  

Latinos will continue grocery shopping, enjoying lunch and dinner, and spending on leisure and entertainment. How will brands attract them and get their money? 

Well, that’s up to the marketers who still think Hispanic Heritage Month is the only time we matter. When brands disconnect after October 16, they waste a massive opportunity for ongoing business growth. 

Here’s the truth: The Latino audience is not just a seasonal interest; we are loyal consumers who value genuine commitment and meaningful dialogue year-round.  

So let’s set the record straight: Trying to grab our attention in September and then forgetting about us the rest of the year doesn’t cut it anymore. Not today, my friends. It can become a huge hurdle, and that’s why we don’t recommend doing so if you are not genuinely committed to investing in this audience.  

Brands like Modelo, State Farm, Match.com, and Coca-Cola get it. They’ve recognized the shift and embraced the challenge, continuously engaging with Latino audiences and celebrating our culture. This approach has enabled them to meet their KPIs and enjoy sustained growth—not through fairy tales but through an understanding that America is changing. It’s about building long-term relationships, removing labels, and honouring our rich heritage. 

Now, let’s pose the question: How do we persuade those decision-makers at the corporate tables who still hesitate to engage in honest conversations? It’s time to push for a consistent, authentic presence that creates space for genuine discussions about culture and drives meaningful change.  

Let’s challenge our partners to look beyond the limitations of Hispanic Heritage Month and commit to a communication strategy that recognizes and celebrates our contributions all year long. Together, we can shape a future where our voices are heard and valued in every boardroom, every campaign, and every community. And that would be something truly beautiful.