At the second edition of Latino US Day during the Cannes Lions International Festival of Creativity, the panel “Latino AF – The Culture Shift you Can’t Ignore”, hosted by the Hispanic Public Relations Association (HPRA), brought together leading voices from communications, marketing, and media to reframe Latino identity as a business imperative rather than a niche tactic.
Moderated by Sonia V. Díaz, President of HPRA, the session featured Stacie de Armas, SVP of Inclusive Intelligence of Nielsen; Jennifer Becerra, Partner and Chief Strategy & Creative Officer of H+M Communications; Gigi García Russo, Chief Innovation & Growth Officer of HUNTER; Mike Valdés-Fauli, President & CEO of Chemistry Cultura; and Carmella Glover, President of the Diversity Action Alliance.
Carmella Glover, Jennifer Becerra, Gigi García Russo, Mike Valdés-Fauli, Stacie de Armas and Sonia V. Díaz
“We’re not a trend — we’re a shift,” Díaz stated in her opening, underlining how Latino professionals in communications have long been at the heart of cultural production, yet still face systemic underinvestment. The panel highlighted how Latino culture is not just shaping music, fashion, and entertainment — it’s fundamentally reshaping the mainstream. And yet, despite the massive economic impact of the U.S. Latino population, investment in marketing and PR that authentically engages this audience continues to lag.
Gigi García Russo urged brands to evolve from demographic targeting to insight-driven engagement: “If you’re looking to unlock growth, you have to look at all the audiences and opportunities,” she said. Stacie de Armas added that Latinos are increasingly aware of their influence and are demanding alignment from brands. She described the current climate as a “recognition recession,” where trust is scarce but more valuable than ever. “There’s a void—and that creates opportunity,” she added, encouraging brands to move beyond fear and into authentic proximity with Latino communities.
Mike Valdés-Fauli mentioned the need to shift the conversation away from polarized narratives: “Latino isn’t a DEI checkbox — it’s an economic advantage,” he affirmed. “If you don’t like the conversation, change it.”
Jennifer Becerra backed this with data from the film industry, Latinos accounted for 24% of last year’s U.S. box office, yet brands still fail to meet this audience with tailored campaigns. Carmella Glover pointed out that while DEI and multicultural marketing are not the same, one cannot be done well without the other: “Translating a campaign into Spanish is not a strategy — it’s a shortcut,” she said.
The discussion also turned to Gen Z, who are reshaping Latino identity with unapologetic confidence. Valdés-Fauli noted that Gen Z Latinos show a marked preference for Spanglish and rank music — not sports — as their top passion point. “You can’t treat Latinos as a monolith,” he said. “Segmenting by generation is key.”
As Díaz declared, figures like Bad Bunny aren’t succeeding despite their Latino identity — they’re succeeding because of it. The call to action was clear: brands must go beyond performative gestures and invest in long-term, culturally intelligent strategies. “Hire us,” said García Russo. “We are phenomenal storytellers. Let us lead the way.