Too Many Brands Reach Latinos With Off-Putting Stereotypes

*Another Latino organization, working to change the perception of Latinos in the U.S. What can you do in your workplace, and community to change the Latino narrative? VL

By Larissa Faw, Media Post

Latinos remain underrepresented in the advertising industry — despite the fact these 55 million individuals wield $1.6 trillion in consumer spending, according to The Latino Spring panel at Advertising Week.

“Right now Hispanic equals illegal and there is a negative association with it,” says Valdez Productions’ Jeff Valdez. “Even when [MSNBC’s} Rachel Maddow does a nice story there will be images of people climbing over fences.”

There’s little question that perceptions about Latinos are mired in stereotypes and ignorance. “Whenever they want to reach Latinos they put up a piñata,” says Columbia University’s Frances Negron-Muntaner.

J Walter Thompson’s Gustavo Martinez adds: “Even inside the company, I often have to tell people that in Argentina and Mexico, we speak different languages.

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