What Duolingo’s Numbers Say About the Hispanic Market (That Most Brands Are Missing)

by Vaquero | Sep 8, 2026 | Cultural Insights, Hispanic Marketing, Multicultural Marketing

Spanish is the number one language being learned in the United States right now. Not French. Not Mandarin. Not Japanese. Spanish. And the people learning it are not heritage speakers reconnecting with their roots. They are non-Spanish speakers, Americans, Canadians,...

One Audience, Three Media Habits: What Hispanic Heritage Month Data Reveals About Marketing to U.S. Latinos

by Vaquero | Sep 8, 2026 | Hispanic Marketing, Multicultural Marketing

Every Hispanic Heritage Month, brands rush to run a campaign “for the Hispanic community.” The problem: that community doesn’t consume media the same way. A first-generation immigrant, their U.S.-born child, and that child’s own children can...

Why Hispanic Music Is Becoming America’s Biggest Cultural Export

by Vaquero | Jul 30, 2026 | Cultural Insights, Hispanic Marketing, Multicultural Marketing

Peso Pluma. Fuerza Regida. Grupo Frontera. If those names don’t mean anything to you yet, they will soon, because they already mean everything to one of the fastest-growing consumer audiences in the United States. Peso Pluma, born Hassan Kabande in Zapopan,...

What the World Cup Taught Us (Again) About Talking to Hispanic Audiences

by Vaquero | Jul 27, 2026 | Cultural Insights, Global Marketing Strategy, Hispanic Marketing, Multicultural Marketing

We’ve spent the last several weeks doing what most people in this industry have been doing: watching matches, watching ads, and watching brands either get it or completely miss it. And after a tournament this size, hosted across the US, Mexico, and Canada, with...

Are Brands Celebrating Culture or Scheduling It?

by Vaquero | Jul 23, 2026 | Branding & Positioning, Hispanic Marketing, Multicultural Marketing

Every year, something predictable happens. September arrives and brands that have been silent suddenly discover the Hispanic community. The World Cup kicks off and brands that never mentioned soccer are now deeply passionate about Latino fans. Día de los Muertos comes...

The Strongest Cultural Symbol Isn’t a Flag. It’s Food.

by Vaquero | Jul 20, 2026 | Branding & Positioning, Emotional Marketing, Global Marketing Strategy, Hispanic Marketing, Multicultural Marketing

There is a dicho in Latin America: you win someone’s heart by cooking for them. It is not just a saying. It is a truth that anyone who has ever sat at a Latino table already knows. People travel across the world and forget the museums. They forget the hotels....